The 2024 MBA Study Tour to Milan and Lisbon was a perfect blend of professional insights, classroom learning, and rich cultural experiences that made a lasting impression on participants.

As part of the program, students on the tour were challenged with consulting projects with Action Aid, Smeg, 7grs, and Accenture Song, tackling challenges unique to each organisation.

From crafting brand strategies for Smeg and 7grs, exploring digital transformation in the beauty sector with Accenture Song, and refining the Action Aid segmentation strategy, each collaboration offered invaluable insights into global markets and consulting dynamics.

Visits to Portuguese businesses Nata Lisboa, known for its famous pastries, Adega Belem, an innovative urban winery in Lisbon, and the LX Factory, a creative hub set within a former industrial complex, now bustling with startups, art studios, and cafes offered students a unique perspective of marketing and business in the international context.

Formal classes were held in the historic Universita Cattolica campus in central Milan housed within buildings that date back to the 15th century.

The tour also had many cultural highlights: a pasta-making class in Milan, a walking tour of the Milanese fashion district, a chance to learn about local traditions and cuisine, an e-bike tour around hilly Lisbon, and a day trip to the historical town of Sintra in Portugal, where students explored beautiful architecture and immersed themselves in Portuguese heritage.

Reflecting on the experience, one student shared, ‘The 2024 Deakin MBA Study Tour was a life-changing event. I have never spent any time working at non-profits, tech-powered creative groups, coffee roasters, or urban wineries; however, these businesses welcomed us warmly and gave us a close look at some of the challenges they face. It was a joy to attend a classroom lecture, followed by a site visit to put those learnings into practice, immediately followed by a train ride where we applied the theory to our own business contexts.’

The hands-on experience left students with fresh perspectives: ‘The opportunity to participate in the recent International Study Tour was an absolute pinnacle of my MBA journey. I can say with certainty that the in-person experiences have been a game changer in my approach to marketing, consumer behaviour, and putting them into practice.’

The next MBA Study Tour to Italy and France is scheduled for June 2026 as part of the MBA704 core unit, Marketing, Consumers and the Marketplace (Study Tour code MBT704). If you have already done MBA704, you may also be able to do it as an elective (MMT732). Check with the MBA Director about these options.

Offered only every two years, these tours are highly sought after, so students are encouraged to start planning early to secure their place. Get in touch with the MBA Director, Dr Paul Harrison, if you would like further information.

Take a look at these photos of the 2024 tour and videos of the 2023 tour if you need further persuasion!