Here I am on top of Castel Sant’Angelo. What a view!
Author: Ashlyn Crosby | Majors: Accounting and Finance | Semester: Summer 2023
Academics
Choosing how and where to spend summer break can be a daunting and challenging decision, but for me it was easy: the Walton College Marketing in Rome Study Abroad program. This opportunity is one I will forever treasure because I was able to live out my dream of traveling the world and experiencing a different culture while also advancing my academic and professional goals. Throughout my experience with this program, I had the opportunity to not only complete coursework on Global Marketing and Consumer Behavior but also collaborate with my classmates on an exciting project to create a brand identity and comprehensive marketing plan. We presented our proposed solutions directly to our client, Roma Faber, a group of local artisans and craftsmen in the Rione Ponte neighborhood of Rome. This real-world experience has prepared me for success in the global workforce after graduation by equipping me with essential transferable skills.
The historic city center of Rome, Italy, is divided into fourteen administrative districts known as Riones. These Riones are historic neighborhoods, each with different characteristics and attractions. The University of Arkansas Rome Center sits in Rione Ponte in a palace known as “Palazzo Taverna”. In July, I attended class in the beautiful palace. Our client, Roma Faber, reached out for help hoping that university students can develop a plan that will help Rione Ponte merchants stay viable for years to come. Currently, the neighborhood is perceived as a pass-through rather than a destination due to its central location and proximity to important monuments, landmarks, and other attractions of Rome, including Castel Sant’Angelo, the Pantheon, and the Vatican. The Roma Faber consortium requested strategies to increase awareness of the district, enhance the area to attract and retain more tourist traffic and spending, and increase the overall annual revenue of the vendors and merchants in the area. Along with my classmates, we conducted market research and advised Roma Faber business owners on how to achieve these objectives.
During class, we collaborated with UA Architecture students who are also working with Roma Faber. They are designing a facility for three of the plazas, or piazzas, in the area to help redirect pedestrian traffic and further meet the goals of Roma Faber. From these students, we gathered research, knowledge, and expertise to help fuel, modify, and develop our business marketing projects. This interdisciplinary collaboration was invaluable. Each day of the program, I improved my ability to provide relevant help to our clients and enhanced my professional skills, such as cultural competency, global awareness, and communication.
The classes and instructors involved in this program are excellent. They are not only knowledgeable on the subject matter and topics of the program, but also about the culture, history, and functionality of the country itself. The classes are different from those at the University of Arkansas because they provide you with hands-on experience working with clients, differing cultures, and collaboration.
History and Culture
During my stay in Rome, I immersed myself in the local lifestyle and experienced some of the most iconic historic and cultural sites in the world. Rome serves as a hub for beautiful architecture, art, and history. Outside of class, I was able to experience incredible culinary, cultural, and historical opportunities. I visited beautiful examples of ancient architecture; the Colosseum, the Pantheon, and Castel Sant’Angelo were a few of my favorites. The breathtaking, unreal view from Castel Sant’Angelo was something unlike everything I have seen before.
Cultural competency is an integral component of the business field because commerce involves collaboration with a diverse set of clients and colleagues from a wide range of cultures, backgrounds, and ethnicities. By improving one’s ability to appreciate differences in perspectives and experiences, he or she is better able to embrace diversity and better serve clients. There have been many instances where I was forced to reevaluate my daily activities, adapt, and adjust to a new culture. Throughout my time in Rome, I noticed that many locals do not drive, but cycle, walk, or ride public transit to and from work or any other place. Because they are not able to bring home loads of groceries at a time, they frequent the store more often, purchasing groceries for a smaller amount of time than the average American. A cultural adaptation I made included learning to shop in grocery stores in this manner. I began to make quick stops at the Carrefour Express to grab the essentials for the next few days, rather than attempting to carry all the groceries I would need for the next week back to my apartment. By attempting to immerse myself in the authentic Italian lifestyle, I have gained important skills and learned to pay attention to the manners in which other cultures behave.
While in Rome, I was also able to take advantage of the proximity to other iconic European countries and cities. During the weekends, I had the opportunity to travel to Zürich, Switzerland, Venice and Florence, Italy, and Vienna, Austria. Zürich was exciting and enlightening because, although my trip was short, I participated in famous Swiss experiences and indulged in iconic Swiss foods such as cheese fondue and chocolate. I was also able to study and observe the marketing in the area. A few examples included store signage and Swiss flags or signs promoting “Swiss-made” products adorning the streets and the products in the stores.
Advice and Reflection
If you have the opportunity, I recommend this program in a heartbeat. The cultural exposure and professional and academic growth I was able to experience is something I will forever treasure. If I would have wanted to know anything before coming on this trip, it would be to know that I will need to keep an open mind and be flexible. The best memories and experiences I gained on this trip were last-minute decisions or trips with the friends I made through the program. As rewarding and amazing as this trip was, I am excited to get home and drink a cold iced coffee!