USA Study Program

Travel and study marketing in the USA

For over ten years, the Deakin Graduate School of Business (DGSB) has successfully conducted international study tours. A marketing study tour to the USA will again be offered from from 27 June to 8 July 2015.

Program overview

Statue of LibertyThe study program offers students a valuable opportunity to learn how business operates in the USA, and students build strong business networks. This experience is a distinct advantage for business students as the effects of globalisation necessitate being able to operate in a range of cultural environments.

The itinerary will include:

  • A series of classes provided by academic staff from Deakin University and Columbia University.
  • Guest lectures and seminars delivered by senior multi national corporation managers.
  • Site visits to a range of specially selected Fortune 500 business organisations, and to the world's outstanding business schools in a trip which takes in New York, Chicago and San Francisco.
  • Time to explore the famous locations in these cities and tourist sites.

New York

New York City, with a population of over 8 million people, is the most populous city in the USA. NYC is the leading centre of banking, finance and communication in the USA and the location of the New York Stock Exchange, the largest stock exchange in the world by dollar volume. Many of the world's largest corporations are based in the city. New York is also home to many universities including the Ivy League universities of Columbia University in New York City and Cornell University in Ithaca.

Chicago

Chicago is the most populous city in the Midwestern USA and the third most populous in the USA, after New York City and Los Angeles. The city is a centre for services, business and finance. The city and its surrounding metropolitan area are home to the second largest labour pool in the United States with approximately 4.25 million workers. Chicago is also home to many fortune 500 companies.

San Francisco

San Francisco, also known as the City by the Bay, is one of the most cosmopolitan cities in the USA. It is a popular tourist destination with its rich culture and unique neighbourhoods which are treasured by the locals and the visitors alike. The city is famous for its renowned art galleries, museums, steep hills and well known landmarks including the Golden Gate Bridge, cable cars and the former prison on Alcatraz Island. San Francisco is also the headquarters of several major banking institutions and marketing companies.

Note: All site visits are subject to change

Units offered

The program is offered during Trimester 2 to postgraduate students from Australian or international universities. Student should nominate their preferred unit(s) of study when they submit their application or expression of interest. Successful applicants will be notified and manually enrolled by staff.

Marketing Management

Unit Chair: Associate Professor Wayne Binney

The unit introduces marketing as an integrative management function. It draws together the activities of every area of an organisation concerned with the planning, development, distribution, promotion and pricing of goods and services. The unit will examine the comprehensive perspective essential to marketing decision-making, through relationships with customers, suppliers, competitors, society, and other organisational functions. This unit covers the significant areas within marketing, such as research, buyer behaviour, product planning, marketing planning, pricing, and distribution, focusing on managing these elements within an overall integrated marketing strategy.

Assessment: Group assignment, individual assignment and test

Relevant for:

  • Postgraduate Business students as core unit or elective in their Master's degree
  • All other Masters students as a general elective (with approval from their academic coordinator)

International Marketing

Unit Chair: Professor John Hall

International marketing is the process of planning and conducting transactions across national boundaries to create exchanges and satisfy the objectives of the parties involved in the exchange. International marketing is a sub-set of international business. The unit deals with the marketing activities and the management of those activities in foreign markets. The depth and breadth of a business' involvement in marketing activities in foreign markets depends on many factors, e.g., its size, resources and extent of international experiences. This unit will emphasise issues relating to small firms and exporting.

Assessment: Group assignment, individual assignment and test

Relevant for:

  • Postgraduate Business students as core unit or elective in their Master's degree
  • All other Masters students as a general elective (with approval from their academic coordinator)

Costs

The approximate cost of the 2015 program tour will be A$5500.

Included in the cost is:

  • Twin share accommodation (single rooms available for an extra cost)
  • Daily breakfast
  • Airport transfers in New York, Chicago and San Francisco
  • Transport to all program activities
  • Industry and academic visits
  • Tourist activities
  • Deakin Travel Insurance

Items not included in the price and that students should allow for are:

  • Flights to and from USA
  • Passport and Visa fees
  • Spending money
  • Meals not specified on the itinerary
  • Textbooks
  • Tuition fees for unit/s enrolment

Please note: Final costs will be advised once itinerary has been finalised as some costs associated with the tour are subject to currency fluctuations.

See How to Apply for relevant payment dates and refund policies.

How to apply

Applications for the 2015 USA Study Program are now open.

Successful applicants will be informed on 10 April 2015 and must be ready to take up their place in the program by paying their $1000 deposit by 24 September 2015.

Applications close 3 April 2015.

Further details on inclusions of the program can be obtained by contacting the Program Manager.

*Please note: that the deposit is non-refundable.

Testimonial

Nathaniel D'Couto

Nathaniel D'Couto

The Deakin 2014 USA marketing management study program was an experience that has totally changed my way of thinking.  With over 20 years' sales and marketing experience, I was skeptical about what I would be able to learn. I'm glad I was wrong.

The opportunity to engage with marketing leaders at the top of the Fortune 500 list, like Boeing, Edelman, DDB, Dole Foods and Neutrogena, really challenged my preconceptions about marketing practices. With customers more astute and informed than ever before, the companies we visited showcased tools and strategies for successful marketing amidst a fast, constantly changing environment.  

The combination of these real world practices with academic theory delivered at Columbia University in New York and the University of California Los Angeles, has given me skills which I have already put into practice with my marketing and sales teams.

Above all, I found it a great personal experience, where I learnt not just about myself but also about the others I met on the trip, benefiting immensely from the group's diverse age, background and business experiences and the shared pursuit of a common goal, knowledge.   

Nathan D'couto
National Marketing Manager
Programmed Property Services Limited

Adam Crowle 

I choose the Deakin University International Marketing Tour in place of my home university's marketing units for my MBA. The draw-card for me was two-fold: (1) the Deakin Program involved visiting large international firms that have an in-depth knowledge of the market and, (2) the Tour was more hands-on then the simulated marketing environment my home university offered.

The 2014 Tour visited companies such as Commonwealth Bank of Australia Americas, Flight Centre, Neutrogena, Madison Square Gardens and Boeing. We also visited leading marketing, public relations and advertising firms such as DDB (McDonalds & Skittles), 50,000 Feet (Visa, SRAM) and TBWA/Chait/Day (Apple Inc). They all placed a high importance on employee engagement, social responsibility and believed whole-heartedly in their brands. This created organisational alignment which ultimately improved market share. Being an engineer, Boeing's detailed marketing techniques deployed to compete with Airbus were of particular interest to me.

The visits also emphasised the challenges associated with developing Australian brands in the USA. I walked away from the Program with an excellent understanding of the Australian, American and international markets. I look forward to the opportunity to apply these strategic marketing techniques in the real world. If you want an in-depth understanding of marketing, with a million laughs in great company alongside world-class tuition, I recommend the USA Deakin Marketing Study Program.

Adam Crowle 
Senior Mechanical Engineer
Public sector

Important dates:

  • 3 Apr 2015: Application closing date
  • 24 Apr 2015: Deposit due
  • 15 May 2015: Final payment due
  • 27 June 2015: Program starts in New York
  • 8 July 2015 2015: Program ends in San Francisco.

Contact us

Study Program Manager
Deakin Graduate School of Business, Lb3.408
Deakin University
221 Burwood Highway
Burwood VIC 3125
Telephone +61 3 9244 5167
Email dgsb-sp@deakin.edu.au

Visit our Study Tours page and the Study Abroad website for more information on international programs offered by the Faculty of Business and Law and the University. You can also check out what other Deakin students have to say about their international experiences on deakinabroad.deakin.edu.au.

Page custodian: Faculty of Business & Law
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