From Eugene to España: AMA Members Abroad

Emma Leonard, Sarah Fischer, Erica Appel 

Hi AMA! My name is Emma Leonard, and I've spent the last month living in Segovia, Spain, studying International Business through GEO! Living in Segovia and being involved in the international business program has been such an incredible and eye opening experience. Through my program, I’ve had the opportunity to examine Spain's economic and marketing structure in practice through site visits and program excursions. Living in Europe has helped me develop a deeper understanding of cross-cultural business and global communications, which I believe have been some of my most significant experiences during my time at the University of Oregon. 

Studying in Spain as a marketing student has been such an exciting lens. I find it so incredible how cultural differences impact branding strategy. One aspect of Spanish culture that I have grown to love is the emphasis on spending time in “third spaces”, social settings separate from the home and work, designed for leisure and connection. I've noticed how in the United States, restaurants want their customers in and out of an establishment with quick turnover; in Spain, however, it is expected that groups remain in a restaurant or cafe for 2-3 hours after their meal is finished. Because of Spain's value on relationships, many establishments market themselves as more of a social club or experience rather than just, for example, a coffee shop. In Madrid specifically I've noticed more experience-based business models than in the US. This makes it so the marketing is less about the product itself but more about lifestyle.

My decision to study abroad was absolutely one of the most intimidating decisions I've made, but it has been incredibly worth it. I recommend all students, and especially those in the business school, to take the leap and give study abroad a try. Some of the most valuable skills in business and marketing come from cross-cultural awareness, which is such an important investment in your skill set and can only help in the long run. In the international business program, my favorite classes are Cross-cultural business communications and tourism business. Tourism business isn't an industry I thought I'd be interested in, but it's been so fascinating to learn how tourism can help and hurt European economies, especially in a town like Segovia, where rural tourism is the primary source of income. As part of our program, we have been assigned home-stays with local families, which has been one of my favorite parts of the program. Living with a host family has been an incredibly valuable immersion in Spanish culture and language. It's been so rewarding to feel my Spanish language skills develop since I've arrived, and I feel inspired to continue my Spanish education past the program's end. I'm so endlessly grateful for the experience of studying abroad. The friendships I've made both through my program and my time in Europe have made such a valuable impact on my time here, and exploring the world while in college is an opportunity I think every student should take advantage of! Studying abroad in Spain has both inspired my outlook as a marketing student and brightened my perspective on business communication and relationships in the global context. I'm so excited to see what the rest of the term will bring, and can't wait to share more about my experience when I head back to Eugene.

Have a great winter term AMA! 

Sarah Fischer 

Hi, I’m Sarah Fischer, Lead Researcher for the Social Media Partnerships & Trends

Research Team for the MLB case study with AMA. This experience allowed my team and me to apply what we learned in our UO classes to a real-world project. Not only were we able to

integrate our studies, but we also gained a deeper understanding of the importance of

collaboration and of utilizing our individual strengths. Outside of the case study, AMA is a club where I am consistently engaged. Exec does an amazing job providing more in-depth educational materials, networking events, and opportunities for internships and post‑graduation jobs.

I am currently studying abroad in Segovia, Spain. During my time here, I have been

staying with a host family. This has drastically improved my Spanish, immersed me in the local culture, and given me a second family. I have also traveled to many different places with friends I’ve made in my program, including Portugal, Mallorca, Madrid, Valencia, and Toledo. The opportunity to travel almost every weekend has strengthened the friendships I’ve made here and gave me the space to learn more about myself.

Erica Appel 

My name is Erica, and this is my second year in AMA. This fall, I worked on the Cedar Stone team, which has taught me so much about marketing in the real world. I love how AMA allows me to connect with like-minded peers and deepens my understanding of what careers in marketing could look like. 

Studying in Segovia has taught me a lot about working with various cultures, work-life balance, and the diverse jobs that exist in tourism. One of my most unique experiences here has been working in a metal carving shop as an apprentice and translator between him and American high schoolers. Learning this centuries-old craft has given me a deep sense of connection to Segovia and has allowed me to build one of the most special relationships I have ever had with the artist, Jesus. Spending a few hours to slow down and focus on learning a craft that requires extreme concentration and attention to detail is a meditative and beautiful experience.