Tossing a coin in the Trevi Fountain.

Author: Ella Stanley | Major: Communication | Semester: January Intersession 2024

This January, I had the incredible opportunity to study abroad for two weeks in Rome, Italy, through the faculty led Business of Marketing Study Abroad Program. I am so grateful for my experience as I got a first-hand look into Rome’s rich and historical culture. I chose this program because of the unique perspective it would bring me. I knew we would learn how to advertise to tourists worldwide through this program. I wanted to learn about business on a global scale and gain a new point of view. In the future, I want to work for an organization that has an international focus, and this program gave me tangible experience with that. Rome is a melting pot with people from all over the world coming daily. The captivating city of Rome attracts various tourists, leading me to learn the importance of targeted marketing towards customers. People’s culture, background, age, and country significantly impact a company’s marketing strategies.

While there, we partnered with a local business owner named Max, who owned a Murano glass shop in a neighborhood of Rome called Rione Ponte. Our goal is to provide Max with helpful information that will assist and elevate his marketing strategies for his business. My group is advising our client on how to target American tourists specifically. Since being here, I have had time to observe and understand tourism at a deeper level than ever before. We gained valuable insight into what it looks like to market effectively to consumers across the globe. Being in Rome has grown my cultural awareness and has built my appreciation for authentic local businesses. This class differed from those at the U of A because of how hands-on it was. Our project was focused on being in the store, talking to Max, walking around the neighborhood, and analyzing other stores for competition. It pushed us into the heart of Rome and immersed us in our surroundings. I got real-world experience in consulting and global marketing that I may not have gotten if I were taking this class at the University of Arkansas.

One of my favorite experiences in Rome was exploring the Rione Ponte neighborhood. It is an area with many local shops and restaurants that represent Rome’s layered and eccentric culture. Walking down the cobbled stone streets and gazing at the beautiful buildings in this little pocket of the city made Rome feel so much more special to me. Rione Ponte is a place every tourist should visit because it depicts the city’s true heart. From the meticulously painted artwork sold by local artists to the fresh homemade pasta from Giulio Passami L’Olio, it gave me an authentic Roman experience. There is not one thing that makes Rione Ponte stand out; instead, a combination of many provides its incredible charm. The one-of-a kind shops and restaurants help preserve the neighborhood’s authentic character. Iconic landmarks like the Colosseum or the Pantheon are why I came to Rome, but neighborhoods like Rione Ponte are why I would love to go back. Rione Ponte offered me a chance to support local business owners and gain a unique perspective of the city.

I would 110% recommend this program to students. It was a once-in-a-lifetime experience that brought me unforgettable memories, new friends, real-world marketing experience, and a deep appreciation for Rome. If I could go back and do it again, I would in a heartbeat. The one thing I wish I had known beforehand was how to work the bus system in Rome. Learning it took me about a week, but once I did, it made travel so much more efficient. The first thing I will do when I return home is sleep and then eat some Chick-fil-A.