Although the literature examining the usefulness of group projects is extensive, the link between cooperative learning, group performance and skills transfer in multicultural contexts remains unclear. Focus groups were conducted with a sample of 107 international and domestic postgraduate and undergraduate marketing students to investigate this link. Results confirm that group work facilitates the development of interpersonal skills, cross‐cultural collaboration and higher‐level learning. While there is the promise of transfer of learning to other situations, group learning effectiveness appears conditional on instructors preparing, coaching and debriefing students as to the expected benefits associated with participation in group projects throughout the semester. In addition, limited differences were observed between how international and domestic students responded to group activities, although this may (in part) be due to subtle differences in preconceived attitudes to group learning activities from the outset.