Fontana del Porcellino – Florence, Italy
Author: Gracie Daniel | Major: Accounting
I spent the last month in the heart of Rome studying marketing with the University of Arkansas. Through the Marketing in Rome Program, I got to take the courses Global Marketing and Consumer Behavior during the week and had the opportunity to explore Italy on the weekends. I originally wanted to study abroad through this program in order to expand my knowledge of international business, but I have left with new-found understandings of different cultures and myself that are invaluable to the rest of my life.
Before leaving for Rome, I assumed the classes I would take would be nearly identical to what I would experience in Fayetteville, just with a few excursions here or there. I was completely unprepared for how hands-on and fully captivating my classwork was. My main assignments consisted of weekly LinkedIn articles that gave me freedom to explore topics that I found interesting, and it was truly rewarding to make connections between the American and Italian consumer. My article topics included the grocery store experience in Rome (a stark contrast to the Walmarts in NWA!), public transportation, and the culture surrounding drinking water in the city. It became evident almost immediately how important culture is to business, and I know experiencing these differences first-hand was critical to my learning experience. I was surprised by how excited I was to explore a new topic each week, and I even found myself having critical discussions about our observations with my classmates and roommates outside of our traditional class time.
In addition to our individual articles, we had a team project we were working on throughout our five weeks where we were tasked with analyzing an industry in Italy to compare to the United States and exploring how each market could learn from the other. My team chose to study the produce industry, and we quickly learned that the impact of culture on this industry was evident at every step of the way. American consumers tend to value efficiency and low prices, while Italian consumers prefer a personal experience, with product that is fresh and locally sourced. These principles are true throughout nearly every industry in these respective countries and they provide insight into why certain international businesses succeed or struggle in different parts of the world.
Outside of the Marketing in Rome program, I had the privilege to explore Rome on my own as well as venture to different cities in Italy. I got to visit Florence, Venice, and the Amalfi Coast on our free weekends, and these are experiences are almost indescribable. Each new city had a completely different feel than the last, yet they all shared the welcoming, jovial spirit of Italian culture I immediately fell in love with. It was incredibly easy to book trains to cities hundreds of kilometers away, and I hope that someday we’ll be able to create a similar high-speed train that connects us throughout the United States.
Food is also a vital part of Italian culture, and my roommates and I had so much fun while dining out in our neighborhood or on our weekend trips. I have a newfound love for gnocchi, amatriciana, and even started to like tomatoes. My best examples of the wonderful Italian culture are through food. Our waitress at the restaurant closest to our apartment, Angela, knew us all by name, wanted to hear all about our weekend trips, and even took a picture with us on our very last night in Rome. The sweet coffee shop owner on our walk to class remembered our orders (caffè freddo per favore!) and included a different free pastry for us every morning. It’s a true testament to kindness and community in Italy.
I would absolutely recommend this program to other students, whether or not they are a marketing major. I learned so much about how important culture is to a business and how they have to work together in order to be successful. This program provided me with indispensable knowledge and professional marketability for my career. I feel passionate and comfortable with examining new cultures through a business lens, and I have new tools to adapt in situations outside of my comfort zone. One thing I wish I would have known beforehand was a few more Italian phrases. All the shop owners and waitresses were happy to accommodate us, but it would have felt very special to express our gratitude in more ways than one.
It was an unforgettable five weeks in Rome, and I could not be more thankful for this opportunity. I’m already trying to plan my next trip to Italy to return to the wonderful country sides and cobblestone streets, but for now I will hold this experience close to my heart and carry my knowledge throughout my remaining time in Fayetteville. Ciao!