HPU Study Abroad Marketing in Spain

We successfully wrapped up our study abroad experience in Spain! Yesterday was our final day of class, where each team shared one of their TikTok videos—part of the promotional campaign they developed to highlight the value of studying abroad. The video with the most views reached an impressive 11.6K views in just a week and a half!

Throughout this Maymester, we learned a great deal about International Marketing while being fully immersed in Spanish culture—an unforgettable combination of academic and experiential learning.

Thank you, Spain, for another incredible experience! And a special thanks to Cursos Internacionales de la Universidad de Salamanca for making this all possible.

Today we had a great time learning about one of Spain’s most iconic culinary treasures—the Iberian ham industry!

We visited the fábrica de jamones Julián Martín, where we discovered the secrets behind the curation process that gives jamón ibérico its exceptional quality and flavor. From the careful selection of pigs to the long and meticulous curing stages, the entire process is a fascinating blend of tradition, patience, and craftsmanship.

To top it off, we enjoyed a delicious tasting that featured a jamón etiqueta roja—an incredible experience that truly brought the lesson to life!

I want to specially thank José Miguel Sánchez Llorente, Consejero Delegado de Cursos Internacionales de la Universidad de Salamanca, for making this possible.

High Point University Cursos Internacionales De La Universidad de Salamanca

This past weekend, our Marketing in Spain class embarked on a cultural and academic journey through two of Spain’s most historic regions.

We began in Mérida, Extremadura, where we explored the impressive Roman ruins — including the ancient theatre, amphitheater, Temple of Diana, and the Roman Museum. To our surprise, the city was celebrating the 2,050th anniversary of Emerita Augusta, and we had the unique opportunity to witness locals dressed as Romans reenacting scenes from the past!

From there, we continued to Seville, the vibrant capital of Andalucía. Students immersed themselves in local traditions, learning about flamenco and savoring regional tapas — especially the famous solomillo al whiskey. We visited the stunning Plaza de España, climbed La Giralda for panoramic city views, and explored the magnificent Cathedral, home to the largest main altar and the symbolic tomb of Christopher Columbus. The tomb’s design beautifully represents the legacy of the Spanish Empire, with kings of the four kingdoms and a pomegranate symbolizing Granada.

This experience was much more than a weekend trip — it was a rich blend of history, culture, and hands-on learning that deepened our understanding of Spain’s global influence and its impact on marketing and identity today.

This week in our Global Marketing class abroad, we concluded our exploration of the cultural, social, political, and regulatory forces that shape international marketing strategies. To apply their learning, students analyzed a real-world case involving a company interested in launching an amusement park in Pakistan. Through this exercise, they identified key environmental risks and proposed thoughtful, strategic solutions to help the company minimize those risks and increase the chances of success. It was a great opportunity for students to deepen their understanding of how contextual factors impact global market entry decisions.
High Point University

After wrapping up a great first week of our study abroad program, we continued our journey into the Basque Country! On the way, we made a quick stop in Burgos to visit its iconic cathedral—truly a breathtaking site.

We then headed to San Sebastián/Donostia, where we spent two days exploring how cultural differences shape marketing strategies. Students paid attention to how companies effectively adapt their messaging to resonate with diverse audiences.

On our way back to Salamanca, we visited the Guggenheim Museum in Bilbao—an stop that highlighted how art and design intersect with branding and experiential marketing.

It’s been an enriching experience for my students, who are not only learning theory but witnessing firsthand how cultural insights drive effective marketing communication.

High Point University Phillips School of Business, Cursos Internacionales de la Universidad de Salamanca

This week, we kicked off our annual study abroad adventure in Spain with a group of 20 enthusiastic HPU students! Over the next few weeks, they will explore global marketing concepts while fully immersing themselves in Spanish culture—a powerful way to witness firsthand how businesses adapt the marketing mix to meet local customer needs. Today, we launched our academic journey by discussing the path to global marketing, the value of developing a global mindset, and the foundational steps for our upcoming TikTok advertising campaign. Excited for what’s ahead! High Point University

Yesterday marked the conclusion of our Marketing in Spain Maymester course, reminding us once again that all good things must come to an end. The final activity entailed presenting the remarkable TikTok campaigns created by each team. Over the course of the past 28 days, every participant immersed themselves in an extraordinary experiential learning journey, forging lifelong friendships and unforgettable memories. It is moments like these that reaffirm my passion for organizing this annual endeavor.

As part of the Marketing in Spain program offered by High Point University, we had the privilege of visiting the Parque Científico of the Universidad de Salamanca in Spain. This visit left us truly inspired by the incredible support the Parque Científico provides to entrepreneurs and start-up companies. Their business incubator division offers a nurturing environment for these budding ventures to flourish, providing safe spaces equipped with state-of-the-art facilities, high-speed internet, and multiple well-equipped labs.

What impressed us the most was the Parque Científico's commitment to fostering innovation. They extend their support to companies working in diverse fields such as IT, engineering, bio-technology, DNA research, and many others. Their dedication to nurturing groundbreaking ideas and technologies is commendable.

It was a remarkable experience to witness firsthand how the Parque Científico acts as a catalyst for the growth of these innovative ventures. Their unwavering support creates a collaborative ecosystem that fosters creativity, accelerates growth, and propels entrepreneurship in Spain.

We are grateful for the opportunity to learn from such a dynamic and forward-thinking institution. Our visit to the Parque Científico was truly enlightening and has left a lasting impact on our understanding of the entrepreneurial landscape in Spain.

High Point University's Marketing in Spain program offers an incredible opportunity for students to delve into the fascinating world of the Iberian ham industry. As part of the program, students have the opportunity of visiting Julián Martín, an Iberian ham factory nestled in the town of Guijuelo, Spain. This visit serves as a crucial learning experience, allowing students to witness firsthand the intricate craftsmanship and rich heritage behind this iconic Spanish delicacy. By immersing themselves in the production process and understanding the rigorous quality standards, students gain valuable insights into successfully marketing this product. The Iberian ham story unfolds, showcasing the passion, tradition, and artistry that have made it a beloved cultural symbol in Spain.