Author: Hayden Brown | Major: Marketing | Semester: Summer 2024

A fountain in the Tivoli Gardens

Through the month of July 2024, I studied abroad in Rome, Italy as a part of the Marketing in Rome program. Considering that I am a Marketing major, I knew this program would provide me with an amazing opportunity to learn more about my passion while exploring a culturally robust environment. I have never left the United States before, but I have always wanted to explore and travel through the rest of the world, and Rome seemed like the perfect place to start. With its history, culture, and delicious food, I didn’t have to think twice about joining the program and knew that I would genuinely enjoy my time abroad. My program lasted the entire month of July as a summer session, where I learned invaluable skills and lessons that I will carry throughout the rest of my life.

The courses offered in this program were Global Marketing and Consumer Behaviors, along with a major project working with the Destination Management Organization (DMO) Terre di Otium. Our project was to help the small town of Tivoli, Italy to increase their tourism with the use of our marketing skills. This was by far my favorite aspect of my study abroad experience, as I got to work with real-world clients in real-world settings to solve real-world problems. This was completely done out of the classroom, where I travelled to Tivoli several times to conduct firsthand research for the project. This also gave me the opportunity to see differences in consumer behaviors between Rome and Tivoli, which further helped my studies.

While I did spend some time in Tivoli for the project, the majority of our excursions and tours were spent within Rome, where I got to explore everything that makes the city so culturally significant. This includes the many churches and fountains, the Vatican City, Colosseum, Pantheon, and so much more. There were around 25 excursions total, so almost everyday I got to see something new and interact on a personal level with people I have never met before. This experience greatly enriched my understanding of Rome’s art and history, allowing me to truly immerse myself in Roman life.

This study abroad experience greatly differed from what I was used to on the U of A campus, and with it came plenty of challenges that I had to overcome. The biggest challenge that I faced upon arrival in Rome was culture shock, as I was now in a completely new environment and seeing a different way of life. I really struggled with anxiety my first few days, but as time passed and I became accustomed to my surroundings, this was no longer a problem for me, and I felt like I fit right in. Another challenge I faced was being away from home for so long, as I missed my family, my pets, and the familiarity of my hometown. This was hard for me to overcome, but calling and facetiming my family really helped me to stay up to date with them and connect, despite being thousands of miles away.

I learned many valuable lessons while abroad, and I will continue to use them throughout my time at the U of A and for the rest of my life. The most important lesson that I learned was to let go of my concerns and worries and to truly live in the moment. I would constantly tell myself that it’s a new day, so I should meet someone new, try authentic food I’ve never had before, see a new site, shop at a new store, and do my best to make the most of the limited time I have in Rome. I learned so much about Roman culture just by being present in the moment and I have been carrying this mindset since I have come back into the United States.

Overall, my time studying abroad in Rome was an experience I will never forget and helped me learn important skills that I will carry for the rest of my life. This program provided both academic and real-world understanding for marketing in a global setting, which will be invaluable for me in my future career. I want to extend my thanks to the Honors College and the U of A Office of Study Abroad for allowing me to have this experience, and I encourage anybody who is reading this to consider studying abroad, it will change your life!