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.

Copyright

This work is archived and distributed under the repository's Standard Copyright and Reuse License (opens in new tab). End users may copy, store, and distribute this work without restriction. For all other uses, permission must be obtained from the copyright owners or their authorized agents.

DOI

10.20429/amtp.2026.77

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