Day trip to Florence with program friends

Author: Livi Nau | Majors: Marketing and Information Systems

In July of 2022, I traveled to Rome, Italy to participate in the University of Arkansas’s Marketing in Rome program. I spent four weeks alongside professors and students from the U of A studying Consumer Behavior and Global Marketing. I chose this program because I wanted a program that I could do with students from the university and professors that I was familiar with. I am so glad to have chosen a program where I can come back to my home campus and see the good friends I made on the trip as well as take classes with the professors that showed me around Rome. I didn’t know many students on the trip, but we all became very close having shared such a unique experience in Italy. Not only did I come back to campus with a new sense of fellowship and new friends, but I also learned many new life and professional skills while in Italy. We were fully submersed into navigating public transportation on our own, adjust to cultural and societal differences, and learn phrases in a language different from our own.

We also observed a completely different way of doing business in Italy. In our final presentation, my group compared the U.S. Women’s streetwear market with the Italian Women’s streetwear market. In this application of our consumer behavior knowledge, I observed differences in marketing tactics, customer service, sustainability practices, and contemplated solutions for progressing the markets in each country. The main difference I noticed in the teaching practices abroad compared to the teaching practices in Italy was that in Italy we were able to do more hands-on learning and field observation rather than the typical lecture-heavy classes we experience on campus. I found this extremely engaging. I was able to learn, explore, and observe consumer behavior and global marketing and draw my own conclusions on the two topics throughout these four weeks abroad.

Outside of class, I was able to visit the town of Siena, a medieval Tuscan town in Italy. I got there the day before their famous Corsa del Palio, and had a lot to learn about the centuries-old tradition. The Palio celebration consists of 17 different ward organizations or “contrade” competing against each other for victory in the horse race. Each contrada has their own artistic banner that citizens wear as scarves during the weeks leading up to the race. The city is covered in these flags flying high atop every building and balcony. The night before the race, each contrada celebrates and feasts together. I witnessed them setting up for these feasts in the streets outside of each of their designated churches. It was so interesting and inspiring to see these communities coming together for this tradition. There was an air of excitement and anticipation all around as thousands prepared for their events. The actual race lasts around 1 minute, and on the course, there are no rules. Jockey’s race bare-back and the winner is a huge deal. The winning horse and jockey is crowned and carried to their contrada’s church to celebrate through the night. This is just one of the few experiences I got to observe in Italy. They have such a rich history and unique culture.

Possibly my favorite part of it all was their dining and food culture, one piece of Italy I got to experience the most. Italians eat slow and long-lasting dinners with nearly five courses every time. They turn dining into an experience and truly take the time to sit down, catch up, and gab with their family and friends at these dinners. They take up a very relaxed culture that is not afraid to sit down and indulge. I loved this part about Italian culture because Americans are always in a hurry. The Italians made me realize that it’s okay to take a break and enjoy yourself.

I cannot speak enough praise for this program. I am so thankful to have been able to learn abroad with UArk students and faculty. The biggest advice I can give to students interested in studying abroad would be to apply for your program and scholarships as early as you can. That way you are well prepared for the trip. I would also suggest doing ample research on your destination’s culture and society before traveling abroad. It’s so important to understand the culture that you’ll be living in for the time that you are abroad. Mannerisms that are appropriate in the United States aren’t always appropriate abroad. There will be many culture shocks to get through, so you must prepare yourself as best as you can. U of A study abroad faculty and staff do a great job with preparing their students for travel, so make sure to go to every meeting. Lastly, I think the most difficult part of traveling is packing. The best advice I would give for packing would be to create a capsule wardrobe for yourself, that way you can mix and match outfits without packing too much.

Finally, the first thing I did was fill up my water bottle with ice water. Italians don’t bother with using a lot of ice in their drinks, one thing I missed the most during my time abroad.