Costa Rica Study Tour Offers Unique Marketing Insights 

From Coca-Cola to Café Britt to KPMG, Raj Soin College of Business students had an opportunity to see how the marketing theories they learned in the classroom are put into practice in today’s global business environment.

This year’s annual Marketing Department study tour, led by Kay Wick, lecturer, explored a variety of companies, their marketing strategies, and the culture of Costa Rica. By meeting with executives of a variety of companies, students were able to examine the opportunities and constraints that marketers must deal with on a daily basis.

As part of this year’s tour, participants interacted with managers from Occidental Hotels; Procter and Gamble; KPMG Tax Services; Café’ Britt, a Costa Rican coffee manufacturer; Image and Value Management, a Costa Rican advertising agency; Intel; and Coca-Cola. Students also visited the economic and political directors assigned to the American Embassy and had time to explore the incredible tropical scenery, rain forests, volcanoes, and beaches of the country.

Wick spends months designing the annual marketing study tour to ensure that students are exposed to a variety of marketing approaches and challenges. Likewise, students prepare for an entire quarter to gain a more in-depth understanding of marketing theory. During and after the tour, students are required to analyze and evaluate their interactive sessions with the marketing leaders of the companies they visit.

The Marketing Department annual study tour is open to alumni as well as students. Watch for the Summer 2005 tour in the University Class schedule or call the Marketing Department, (937) 775-4814, in early spring for information about next year’s tour.