Taking in The Views at Palatine Hill, Near Parco de Colosseo

Author: Blake Sooter | Major: Industrial Engineering | Semester: January Intersession  2024

For a history buff and engineering student, one would be hard-pressed to plan a better start to the new year than studying abroad in Rome. Its immense history as one of the foundational Western republics dating back to 753 BC affords a learning experience unparalleled by any American city (and most of Europe). I chose the program Business of Marketing in Rome because I wanted to observe how business is done at the intersect of modern technology and cobblestone streets that speak of a time gone by. Our U of A Faculty, Dr. Heather Sprandel and Dr. Molly Jensen, provided an excellent framework for our study abroad experience, connecting us with a local artisanal business, Murano Max, a specialty retailer for Murano Glass.

If you are unfamiliar, Murano glass is artisanal glass produced on the island of Murano, just outside of Venice, by skilled glass masters. Dale Chihuly, the American artist behind revolutionary glass exhibitions seen at Crystal Bridges and across the country, is an American understudy of the traditional methods employed in Murano [1]. While in Rome, our classes emphasized experiential learning. Often, we were in Max’s shop, speaking with him about the challenges he encountered with a particular target market. When doing our competitive analysis, we explored other Murano glass shops as consumers, rather than hypothesizing about what Max’s relative weaknesses might be. This allowed us to be hands-on in our learning about business, taking advantage of our presence in Rome, and add a well-roundedness to the textbook learning we’ve experienced in Fayetteville. As individuals, we also wrote two LinkedIn articles as an opportunity to reflect on our experience. Without going into detail, I discussed the oddity of experiencing modern technology in what is essentially an open air museum, as well as the excellent job the Italian people have done to preserve their contributions to the world for the public and the clear need for Americans to do the same with our landscapes.

Alongside the course, visiting Rome was an eye-opening cultural experience. Their way of life is much slower—you aren’t going to eat a quick meal unless you’ve settled for McDonalds. The reverence for Art and Architecture is woven into society in a way that is not present in the United States. Everything in Rome is mixed-use by necessity—less than 200 meters from the Pantheon you can sit down for a meal, observe second-story apartments, go to the grocery store, or hop on public transportation. It’s a stark contrast to our very purpose-defined zoning policies in the United States, and an idea that I think we could borrow from in the future. Though their football doesn’t look like our football, fanhood manifests itself very similarly, and the national obsession is obvious and ever present. One night at our hotel, we heard fireworks and  much chanting at midnight, which we later found out was a celebration in the street for the founding of a soccer club. Later in the trip, as we rode through Rome in a cab, the driver rolled down his window and shouted something very excitedly to another driver—then explaining in English—“Sorry, my colleague is a fan of Roma, and I, Lazio”. The teams had just played in the Italy cup playoffs.

Looking back on this experience, I would certainly recommend both Business of Marketing in Rome and the city of Rome to any student considering study abroad. In my view, it is rare to find a city with so much to do for weeks on end without ever needing to take a day trip. Before going to Rome, it was easy to fixate on what events would be on the itinerary, I found that the best experiences came from wondering the city and stopping as needed—something easy to do in a highly walkable environment. I also enjoyed engaging in my usual activities—running, school, etc., in a new environment. Running along the River Tiber, which divides the city of Rome, was an unforgettable experience.  Ultimately, if debating study abroad, I would simply encourage you to be adventurous, even though the comforts of home can be missed. The first meal I am going to eat when I return is a chicken tender, something that does not exist in Rome, much less in a dozen varieties all along the same street.