Florence

Author: Macy Nachtigal | Major: Accounting

I chose the Marketing in Rome program at the U of A Rome Center because it was the most suitable program for my personal and professional goals. As an honors student in Walton College, I desired another way to challenge myself. This opportunity exposed me to another approach to learning, growing, and reaching the goals that prepared me for my future career. Taking Global Marketing and Consumer Behavior in the heart of Italy allowed me to gain marketability for future employment opportunities. Knowledge of the psychology of consumerism within the global market, how to conduct a marketing research project, and the marketing demands of Roman small businesses will be beneficial background to have for every career in the business field, as marketing is an essential component of the success of every company.

Among many intelligent and qualified applicants for a position, having study abroad experience makes one stand out. Discussing my experience with employers in an interview or at the very least having the program completion on my resume will display self-motivation, independence, and willingness to embrace challenges and work amidst diversity. As my month in Rome began to come to an end, one of my instructors, Heather Sprandel, conducted a workshop that outlined the best ways to highlight our study abroad experience on a resume and in an interview. My instructors Molly Jensen and Heather Sprandel were helpful and insightful throughout the month as they taught two marketing classes and navigated us around Rome. I appreciate their dedication to making this experience enjoyable and transformative for me and my peers.

The Global Marketing and Consumer Behavior courses differ greatly from those on campus back in Arkansas. In Rome, my classmates and I conducted a group research project on a cultural topic of our choosing. My group observed women’s Italian streetwear, conducted interviews in retail stores, and researched using the Walton Libraries market research tools to obtain knowledge about the Italian fashion industry. Other assignments in the courses included weekly LinkedIn articles where we individually analyzed cultural differences as we explored the city and lived in Rome. Our instructors encouraged us to gain hands-on experience by diving into the city rather than sitting in a classroom all day long. I imagine the Global Marketing course at the U of A contains curriculum regarding how marketing tactics differ in various different countries and regions, whereas the study abroad Global Marketing course just focused on marketing in Rome vs. in the United States.

My expectations were thrown out the window as I arrived early to dinner only to be turned away until 8 o’clock pm when a local Italian restaurant opens. During my month studying in Rome, I was fully immersed in all aspects of Italian culture including food, art, history, religion, travel, society, and music. I was able to gain immense appreciation for the Italian culture and their different ways of living. I especially learned about the cultural differences surrounding dining in Rome.

It is important to pay attention to attire when attending a restaurant because, unless you would like to be immediately distinguishable as a tourist, you may want to consider dressing more formally and classier than you would in an American restaurant. In addition to attire, mealtime in Italy is considered an experience rather than just a quick bite to eat. You are given the opportunity to have an intimate and personal conversation at the dinner table. When you are ready for your bill, you typically must request it from your waiter or waitress by saying “il conto, per favore,” as they tend to avoid checking on your party often to ultimately allow you to enjoy your meal and converse freely. In the United States, it is normal for waiters and waitresses to be trained to monitor your table closely and make frequent visits to ensure that you are satisfied with your meal selection and service. This can provoke a distraction to your conversation. It is generally not expected of you to leave a tip at the end of your meal.

Although becoming accustomed to the differences in the traditional Italian dining experience has taken time and patience, I now appreciate that my expectations were so far off and welcome the learning opportunity it presented to expand my cultural awareness.

I would absolutely recommend this program to other students considering studying abroad. Rome is a timeless, historical, breathtaking, and busy place that has so many opportunities for growth. It was a privilege to study at the U of A Rome Center. The staff are committed to making the students’ experiences one of a kind.

One thing I wished I would have done before travelling to Rome and would recommend other students to do in preparation is learn the basics of the Italian language. Although many locals are prepared for tourists and can understand our English to an extent, it is respectful to at least know the bare minimum of commonly used Italian phrases. Grazie, per favore, prego, si, ciao, and buongioro will do, but the more you know, the less out of place you will feel and the more acknowledgement you will get from store owners, associates, and locals on the streets. It’s especially helpful to know how to communicate with locals when you have important questions.

The first things I did upon returning home were blast the air conditioning, put my clothes in the dryer, workout, and eat a big salad! Air conditioning is scarce in Rome, and dryers are non-existent. I certainly took full advantage of the delicious pasta, pizza, and gelato in Italy! Even though we did a fair amount of walking around Rome, I began to crave more physical activity and less carb-filled foods.

What an amazing, life-changing experience this was! I am eternally grateful for the grant I was awarded that allowed me to spend the month of July in Rome.