Deakin Business School has announced an exciting opportunity for MBA students to undertake their marketing core unit as a study tour to Milan and Lisbon in June 2024.

This innovative program offers students a unique opportunity to combine academic learning with real-world experience in two of Europe’s most vibrant business capitals. The unit can also be taken as an elective subject, if the marketing core unit has already been completed.

Led by MBA Director Dr Paul Harrison, the study tour aims to provide students with a comprehensive understanding of marketing strategy, consumer behaviour, and an authentic international business environment. Participants will complete a full unit and all its assessments during the break between Trimester 1 and Trimester 2, so they can accelerate their learning while diving deep into the heart of two exciting European cities.

The MBT704 (combined with MMT732) tour is meticulously crafted as a collaborative and independent guided learning experience. Before embarking on the trip, students will engage in a compulsory online pre-departure orientation session to ensure they are fully prepared for the journey ahead.

Once in Milan and Lisbon, students will have the opportunity to immerse themselves in a blend of collaborative and experiential learning, with more than 25 hours dedicated to company site visits, business institution tours, and culturally enriching activities tailored to each destination. From exploring Milan’s iconic brands to delving into Lisbon’s burgeoning startup scene, every moment offers valuable insights into marketing and business decision making.

“The MBA study tour gives you an opportunity to complete a full unit in the inter-trimester break in June, 2024,” says Dr Harrison. “All assessment is completed on tour and in addition to classes, we visit some fantastic businesses, Smeg, Accenture Song, Artemest and 7grs, where students will be asked to complete a consulting project for senior management.”

The program dates are set for June 16 – 27, 2024, offering participants a ten-day immersive experience in the heart of Milan and Lisbon.

“The program is more than just a tour; it’s an interactive journey designed to provide MBA students with a greater understanding of the cultural nuances that shade marketing and broader business decisions,” says Dr Harrison.

“We foster collaboration, reflection, and experiential learning so that we can empower students to transfer these insights across a range of work contexts when they return home.”

The tour offers an extraordinary chance for students to expand their horizons, enhance their skills, and forge lifelong connections in two of Europe’s most captivating cities. Deakin’s approach to MBA studies is that it isn’t just about knowledge and skills, but also about networking, career enhancement and professional development.

“There are limited places and we allocate on a first-come, first-served system,” says Dr Harrison. “So get your application in as soon as possible. Applications close on 31 March, 2024.”

Deakin’s MBA program is one of the most highly regarded in Australia. Renowned for its flexibility via experiential units like study tours and residential intensives, it’s designed for busy professionals seeking career development while balancing work and lifestyle commitments.

Click here for information on how to enrol in the study tour and the MBA program.

Just some of the exciting activities throughout the trip

Milan, Italy (June 15 -21)

• Spend a full day at the HQ of Italian company SMEG exploring this unique international family business.
• Visit Italy’s premier art and design company and learn about how Artemest have created a brand that blends narrative with creative heritage. Includes a management presentation and discussion.
• Advise a start-up coffee collective on marketing growth strategies.
• Work with Accenture Song Europe on potential international marketing opportunities.
• Participate in an optional pasta making class run by a former TV executive (and his mother, if she drops by) where you will learn the tradition of making a range of pastas, followed with a dinner of your creations, plus Tiramisu and delicious Limoncello.
• Indulge in the Milanese tradition of aperitivo with your MBA colleagues and friends of Deakin based in Milan.
• Take your MBA marketing classes at the historic and beautiful Universita Cattolica del Sacro Cuore campus in central Milan.

Lisbon, Portugal (June 21-27)

• Undertake a site visit exploring Portugal’s liquid gold. The winery industry in Portugal, particularly in the region of Lisbon, has a rich history and is globally recognised for its high-quality wines.
• Visit NATA Lisboa, the company that was born to turn the sweet of Lisbon (you might know it is as the Portuguese tart) into a global dessert. Talk to the Co-founder and learn more about the strategic management and franchising concept of the company that is focusing on exporting the taste of Portugal.
• Take a tour and receive a business presentation inside Portugal’s LX factory. Meet the management and learn more about this unique project that has breathed new life into a former industrial zone and provided a haven for entrepreneurs, designers and artists.
• Enjoy a guided e-bike tour with your colleagues through Lisbon’s hills yielding spectacular lookout points without breaking a sweat through the use of an electric motor, making pedalling a breeze
• On our final day of the study tour, immerse yourself in the beauty of the mountainous region of Sintra, a UNESCO World Heritage site also called “glorious Eden” and finish the tour with a dinner in the beautiful town of Cascais.