Blog by Ellie Jones
Indiana University - Bloomington
Semester in Florence, Spring 2025
When I started thinking about studying abroad, I knew right away that I wanted it to be more than just traveling and sightseeing. I wanted the experience also to help me with my degree. I’m currently majoring in Advertising with a minor in Marketing, and one of the first things I ensured when choosing a city was that the program would offer classes that counted toward my major at IU. That’s one of the main reasons I decided to study in Florence with CIS Abroad.
Florence is well-known for its art, culture, and food, but another aspect that drew me in was the opportunity to take marketing and advertising classes from a fresh perspective. I didn’t want studying abroad to set me back academically, and luckily, the courses here fit perfectly into my plan. Not only did they count for credit, but they also provided me with the opportunity to learn about marketing and advertising in an international setting. Being able to explore the Italian market while living in the country itself made every class feel more connected and relevant.
Throughout the semester, we focused a lot on how Italian brands advertise to both local and global consumers. We watched Italian commercials, examined social media and print ads, and analyzed how these brands connected to Italian culture and heritage. In one of my classes, we were assigned to develop a digital strategy for a local Florentine brand. I had the opportunity to go to their store in person to see how everything was laid out and marketed.
In another class, we were tasked with creating an advertisement for an Italian brand with a strong global presence, specifically targeted to American consumers. Having these hands-on experiences was incredibly valuable and it was exciting to take what I had learned in class and apply it to a real-world business setting. What has been most interesting is comparing what I’ve learned in the U.S. to how things are done in Italy. There are similarities, such as the importance of understanding your target audience, but there are also significant differences in how brands communicate, the type of imagery they use, and even the tone of their messages. It was super interesting to see how an American brand I’m familiar with switched up its advertising to better fit into Italian culture.
I can’t think of a better way to learn how marketing changes based on cultural differences and how global brands adapt than witnessing it in real life. Studying abroad in Florence has been one of the best decisions I’ve ever made. It has helped me grow both academically and personally, and it has given me a whole new perspective on the field I want to work in. Having the opportunity to experience all of these incredible moments while working toward my degree has been incredibly rewarding. I am looking forward to taking what I have learned during my time abroad and applying it both in the classroom and the real world.
Interested in studying abroad in Italy? Check out all of our study abroad and intern abroad programs here!