The Importance of Studying Abroad in Global Marketing

I have had the opportunity to study abroad twice during my time at the University of San Diego, and I am about to go abroad for the third time. The University of San Diego has a unique program called Second Year Experience (SYE). The program is designed especially for sophomores and has study abroad programs in Florence, Italy and Auckland, New Zealand. I was able to take my art credit in Florence. I was able to draw beautiful art everyday in the Uffizi Gallery. This experience helped show me that I definitely wanted to study abroad for a semester, and an appreciation for Italian culture. 

During my junior year I studied abroad at the University of San Diego Madrid Center for an entire semester. While abroad in Madrid I was able to travel all over Europe as well as go to Morocco. Every country I visited I learned a new culture with different consumerism patterns, styles, values, day-to-day lives, and individualism. This semester abroad really opened my eyes into just how global our world is.

This upcoming December I will be studying for three weeks in Tokyo, Japan. I have never been to Asia and I am beyond excited to see a new part of the world. I have learned a lot about Tokyo in my global marketing course because unlike the United States, they are much less critical of advertisements and marketing.

Throughout my experiences abroad, I’ve observed firsthand how marketing strategies shift across cultures. These strategic shifts included the wording of campaigns, individuals chosen for campaigns, and how brands connected with local consumers. Seeing these differences firsthand taught me that while the core principles of marketing may stay the same, every country requires its own unique approach in order to fully connect and resonate with consumers. Understanding this concept is important when working on global campaigns and strategies. It is also important to value and appreciate other cultures as well as to be informed on them to be a more successful and effective marketer. 

My experiences traveling and going abroad have taught me how to be more aware, more adaptable, and more prepared to approach marketing from a global perspective. I still have a lot more to learn about global marketing, but I believe my experience abroad has only helped shape me into a more worldly.