MKTG 417 International Marketing Summer Session I: May 13 – June 26, 2027
Explore Florence, experience Italian culture, and discover how marketing works around the world! Through excursions to local businesses, you'll get a behind-the-scenes look at the production, marketing, and export of Italian luxury and artisan products. Whether you're a business major or simply curious about how brands influence our lives, this course offers a fun, engaging way to broaden your perspective while earning academic credit. All majors welcome! No marketing or business background required.
Course Information
Open to ALL Students
This course has no prereqs
Fulfills Core Global Studies Designation
Fulfills International/Experiential Requirement for Business Majors
Counts towards Marketing Major/Concentration, International Business Concentration, and Promotion Minor
Can substitute for MKTG 310 Principles of Marketing
Only available Summer 2027
Anticipated Excursions
Learn more about GU in Florence, including program costs, housing options, and application details.
"The Gonzaga in Florence program was one of the most transformative experiences of my undergraduate years. In particular, Professor Loroz's International Marketing course immersed me in Italian culture by teaching marketing concepts through real, hands-on experiences. Whether I was learning the marketing secrets behind a local chocolatier, discovering the behind-the-scenes expertise of master perfumers, or walking down to McDonald's to see what they do differently from us in the United States, no day in Florence was ever dull. I am so grateful for the time I spent in Florence and couldn't recommend this experience more!”
-BBA with a concentration in Marketing and minor in Sport Management
Student Testimonials
Hadley Stevick ’25
“As a humanities student, I greatly appreciated learning about business concepts through an immersive, discussion-rich course. I deeply value the intercultural competency that I gained through the experiential learning components that Dr. Loroz wove seamlessly into the course.”
-BA in Environmental Studies
Student Testimonials
Catherine Brown '25
“The International Marketing course at GIF was such an incredible experience. I appreciated the hands-on approach, which allowed our class to visit several businesses and bring our course concepts to life. We had the opportunity to engage with several industries both in local businesses and high-end brands such as Gucci. Each visit provided us a fun and informative insight on international marketing practices and strategies.”
-BA in Public Relations
Student Testimonials
Abby Rohrer '25
“I loved getting to meet the owners and shopkeepers of local businesses in Florence, which gave me a firsthand look at how culture can influence the way companies are run. I also loved the tight-knit community we created in the classroom; it made the course such a fun and memorable experience!”
-BBA with concentrations in Marketing and Management
A Note From the Professor: Why I Love Teaching in Florence
Dr. Loroz and MKTG 417 students in Florence “My favorite thing about teaching International Marketing in Florence is that the city and surrounding Tuscan countryside become our classroom! We get out and experience marketing firsthand, visiting an amazing variety of businesses, from artisans to iconic luxury brands and, yes, even McDonald's! Each experience offers a unique perspective on how businesses build their brands and connect with customers across contexts. And because marketing touches so many aspects of our lives, there's something here for students of every major.
To me, the real value of studying abroad goes well beyond academics. Experiencing another culture and seeing the world from new perspectives helps us grow as people, as consumers, and as future leaders. I absolutely love sharing these experiences with Zags, whose energy, curiosity, and enthusiasm make it so rewarding. Grazie mille, Gonzaga!”
