Northeastern Students Attend India Marketing Program

A group of Northeastern students got some in-depth experience with lessons in marketing this summer during a marketing-focused Dialogue of Civilizations program in India. Where students are developing two marketing campaign proposals for a Mumbai adver­tising agency.

Through the Dialogue of Civilizations, which is one of Northeastern’s global experiential learning programs, students spend several weeks in cities across the globe, where they immerse themselves in the local culture and connect with their peers in different national, cultural, political, and social environments.

Through these experiences, Northeastern students acquire valuable skills and increased cultural awareness that they bring back to the classroom and to their other experiential learning opportunities.

The focus of this Dialogue, held from July 7, 2014 to Aug. 13, 2014, was to take an in-depth look at India from both cultural and business perspectives. Not only did students learn about Indian history and culture, but they also met with business leaders and learned about the Asian market.

The group spent the first two weeks in Mumbai, where the students worked on two projects for Rick­shaw Creative, a local advertising agency. Some of the students created a marketing campaign for a new Indian soccer team, while others developed a campaign for an adventure travel experience.

This particular Dialogue program partnered with Rickshaw Creative last summer, and continued that successful relationship this summer because the agency provides valued, candid feedback to the students, noted Duane Lefevre, a marketing faculty member in the D’Amore-McKim School of Business who leads the Dialogue.

Lefevre added that this global opportunity allows the students to see in action some of the lessons from their marketing and international business courses.

regions: Boston

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