Study Abroad Merges Culture, Business and International Marketing
Ninety-five percent of the world’s consumers are located outside U.S. borders, according to a Perceptions of Global Trade Survey. This indicates the path to future economic growth is international. Nineteen students from Utah Valley University’s Woodbury School of Business took part in a three-week study abroad experience to London and Paris and saw the globalization of business first hand.
In more than 50 business and cultural appointments, students toured factories, spoke with executives and met with business leaders of retail brands such as Louis Vuitton, Yves St. Laurent and Vivienne Westwood, immersing themselves in a dynamic new culture - the culture of global commerce.
“Students expanded their awareness of the global market and learned about international marketing strategies,” said Letty Workman, associate professor of marketing at the Woodbury School. “They saw the inner workings of global corporations and the merging of culture and business.”
While in London, students from Workman’s class, International Marketing: A Retail of Two Cities, visited Stella McCartney and Matthew Williamson’s retail stores and toured the Museum of Brands, Packaging and Advertising. In Paris they had a private tour of retailer WH Smith, a company specializing in entertainment media. Students also experienced fashion giant, Louis Vuitton's personal mansion and manufacturing facility.
“Students saw the global business environment through a lens of cultural literacy,” said Workman. “They learned about the retail and luxury design world from the marketplace and business perspective.”
Students from a variety of majors and emphases, including marketing and business management participated in the trip.
“This trip enhanced my knowledge of global markets, international trade and the importance of culture in business,” said Kimberlee Carlisle, a student studying marketing. “It was an opportunity to understand international practices and prepare for a career in global business.”
With the increased globalization of the world economy, Woodbury students participate in study abroad programs in Asia, Central America, the Middle East and Europe
A retail study abroad trip to London and Paris is being planned for the spring of 2013. Tentative dates are April 29 through May 20. Students interested in participating should contact Letty Workman, Ph.D. and apply by December 14, 2012.
Letty Workman, Ph.D.