The modern Olympic Games has grown to become the world's largest multisport brand, with the most recent games reaching over 3 billion unique viewers. As 10,500 of the world's best athletes fine-tune their performance regimes for his 2024 Summer Olympics, a group of 19 University of Miami students will soon be traveling to the “City of Lights” as well. You'll have to pack your bags. Unique study abroad opportunity.
“This is an amazing, once-in-a-lifetime opportunity. Paris is known for hosting world exhibitions of this kind, and it's not only the sport, but also the aesthetic beauty of everything in the city, in such a wonderful setting.'' ,” said Trinidad Carraba, a lecturer at the Patti and Alan Herbert School of Business. of marketing.
Paris will host the Summer Games for the third time in modern history, joining London, and Los Angeles will also host the Games for the third time in 2028. Similarly, in the French capital, from 1855 to 1937 he held seven Universal Exhibitions.
Olympic Marketing in Paris is an immersive, three-credit international marketing course that will be offered from July 8th to August 2nd. Students will examine marketing strategies used by the Olympics and other major sports-related brands first-hand and on-the-spot, Carrabba explained. He has led numerous study abroad programs, most recently in Florence, Italy, and previously held international marketing positions in Paris.
The games of the XXXIII Olympiad in Paris will be held from July 26th to August 11th.
Spoiler alert: This program is no longer accepting additional students. Due to the demand for such a high-profile event, Carrabba had to secure her housing, tickets, and venue accommodations over a year in advance.
Some of the activities planned for students with a combined marketing major and minor include visits to museums such as the Louvre and hosting special Olympic exhibitions. Station F, Paris' famous startup business incubator his campus. He also works with his teams and events in various sports, including the Paris Saint-Germain FC football club and his 2024 Roland Garros French Open.
Meetings with Olympic sponsors will focus on understanding the different ways Olympic financing is done and the brands occupying that space.
Caraba, a faculty advisor at LUX, a student organization aimed at educating and connecting students interested in the luxury and fashion industries, said companies targeting luxury sports customers and audiences are He pointed out that these include Lacoste, Paris Saint-Germain, and Bavaro. Adidas and Puma in Germany. American brands Tiffany & Co. and Polo pursue unique marketing strategies.
By staying in Paris and meeting with representatives of these companies, students will be able to understand these marketing nuances.
“We want our students to feel at one with the local people and to see how the French create and build things, and how they approach business and branding. I want to,” Carraba said.
“Importantly, this program is a great way for students to learn and create lifelong memories that will guide them in their future careers,” added Carraba.
