Me in Santorini Greece
Author: Madeline Jeffries | Major: Finance | Semester: Summer 2023
As I end my sixth week abroad I have been able to take some time and reflect on my experiences and relish on the many things that I have learned. My time in Europe has allowed me to see some of the most famous cities in the world and observe a multitude of businesses and how they run. While studying in Rome I have earned credits in two marketing classes: Consumer Behavior and Global Marketing. Through these classes, I have been able to combine what I am learning in the classroom with the experience that I am gaining in the field. I chose this program because it paired well with my marketing minor and met my goals for getting real world experience. The University of Arkansas Rome Center Marketing Program partners with a group of stores called Roma Faber. This class structure and partnership is something that is not offered anywhere else in the world. These stores are in the Rione Ponte region just outside of our campus. Our main goal in the partnership is to provide Roma Faber with a marketing proposal to increase foot traffic in the area and increase revenue for these stores. As Americans we have been able to provide an outside perspective of a tourist, overall, combining Italian business with an American marketing perspective. Through this partnership I have gained numerous transferable skills that will be a benefit in the workplace.
Our main goal partnering with Roma Faber is to keep the area as authentic and true to Italian culture as possible. Providing an American perspective does not mean that we want to make these stores lose their original history. Instead, we want to make these stores more appealing to tourists by updating various things and by expanding their digital presence. My group consists of four other students at the University of Arkansas and together we have come up with a marketing proposal that we believe will continue to create more success in this historical area. Our proposal consists of three points. The first initiative that we are pushing for is for an accurate and updated google profile and accurate location on google maps. Many of these stores and businesses do not have a description of their business or an updated list of hours and we are proposing each store update their platform. So many tourists, especially in today’s digital age, use maps to get around Rome. Having accurate information to go off of creates consistent information and allows this area to become a destination. Creating this first initiative taught me the importance of maps on our phones and the effort that it takes from business owners to create an accurate source of information. Having the characteristic of adaptability as an employee allows a company to make changes as they see fit. Creating new ideas as change happens allows for new initiatives to take place and the option for new solutions to problems.
The second initiative we hope to see incorporated is a social media presence. It is no surprise that in today’s world one viral TikTok can put you on the map. My experience in Rome has shown me the influx of foot traffic and revenue when a neighborhood or specific business has a social media presence. In the tourism industry, making your shop “list worthy” often starts with planting the seed in the consumer’s mind before they even arrive at their destination. Experiencing the lack of social media in the Roma Faber region compared to similar competing regions in Rome has been enlightening. The effort and time of a social media account long pays off as society is growing more and more into the digital age. I have gained critical thinking skills in this aspect. Critical thinking comes in handy when solutions are needed to problems. Critical thinking also goes hand in hand with problem solving skills which are very valuable and appreciated in the workplace.
The third initiative that my cohort and I proposed to be implemented is an overall upgrade in the aesthetics and exteriors of the stores and businesses in the region. Many times stores in the area do not have clear signage or even lighting to dictate if they are open or closed. We have gained the perspective of what a shopper prefers by exploring shops that execute this idea well. Through the partnership we have worked with a variety of people. Each business owner that we’ve had the opportunity to meet has provided us with a new perspective and outlook on how to run a business. Traveling has allowed me to go beyond what I am used to and has pushed me to open my mind for new opportunities. An open mind allows for the diversity of thought in the workplace. As an employee I have the capability to communicate with people from different genders, a variety of ages, cultures and backgrounds. Through our marketing proposal to the Roma Faber region I have been able to gain countless skills in marketing techniques as well as expand my knowledge of the global economy from experiencing multiple European countries. Working with the shop owners to hear their desires for expanding their network and customer base has allowed me to use my experience with my prior knowledge of marketing. These experiences have made me a more valuable employee as I now have global perspective and experience.
The culture in Italy is so different from the US. Italians approach things as simple as grocery shopping and eating out at restaurants differently. The program offers the weekends to travel. The three weekends I had off, I was able to go to multiple cities in Italy. We went to: Florence, Venice, Milan, Lake Como, and the Amalfi Coast. Each of these cities varied in culture regarding the food offered, architecture, experiences, art and more. These differences alongside the apartment in Rome that we got to live in offered unique experiences to completely immerse myself in the culture and truly experience what Italian living is like.
This program contributed to the best summer of my life. The experiences that I gained and the friendships that I made is something that I am so grateful for. My advice would be to apply early to this program as there are limited spots and it fills up quickly. Also expect Rome to be very hot. The program is in the heat of the summer and is extremely warm. Pack lots of breathable clothing and lots of sunscreen. Take lots of pictures! Start saving early so you can indulge on gelato every single day. Call your family and friends when you can. And lastly, soak it all in as the program goes by so quickly. I already wish I could go back!
I would also like to thank Molly Jensen and Heather Sprandel for leading such an amazing program. It has been an immense privilege to learn from them both. Both of these incredible professors teach at the University of Arkansas year round so being able to learn from them while simultaneously building connections that will last at home has been very rewarding.