AMTP Proceedings 2026

Document Type

Conference Proceeding

Publication Date

Spring 2026

Abstract

Marketing education faces a persistent transfer challenge; students may master concepts yet struggle to apply them in judgment, ethics, and persuasive communication in ambiguous contexts. This study reports early findings from a longitudinal qualitative case study of EuroSpring, an Oxford-based study abroad program that integrates cultural heritage learning with progressively stronger marketing experiences. Data include weekly reflections and course artifacts from two cohorts: 2024 (n = 15; heritage emphasis) and 2025 (n = 13; marketing-integrated commerce experiences including Harrods, Cadbury World, Borough Market, and an Indian Motorcycle heritage brand experience at Krazy Horse). Using reflexive thematic analysis, students framed place as a marketing meaning system, critiqued heritage sites as curated narratives, and demonstrated assumption-challenging perspective shifts consistent with experiential and transformative learning. Reflections also showed growth in intercultural competence, career readiness articulation, and professional identity narratives, with belonging and well-being supporting deeper reflection. Identical prompts in 2027 will extend longitudinal comparison across cohorts and marketing-forward itineraries.

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