KENNESAW, Ga. | Sep 29, 2025

A unique collaboration between a Kennesaw State University education aboard program and the Civic Museum of Montepulciano in Italy is offering students an opportunity to apply their marketing skills in a global context while making a tangible impact.

This project, led by Associate Professor of Marketing Prachi Gala, allows students to apply classroom knowledge in a global context by working alongside museum staff to help elevate the institution’s international presence, attract younger audiences, and develop effective marketing strategies.

The partnership began with a conversation between the museum’s cultural coordinator and Gala during her preparatory site visit for the 2025 Tuscan Adventures education aboard program. She learned that while Montepulciano welcomes over 300,000 tourists annually, the local Civic Museum only sees 5,000 annual visitors, with younger tourists overlooking the museum in favor of more popular attractions in town.

Where the Civic Museum saw an obstacle, Dr. Gala saw an opportunity.

“I saw a natural fit,” said Gala. “Why not turn this challenge into an experiential learning opportunity for students?”

Leveraging the marketing and business skills they learned in the classroom, KSU students studying abroad in Tuscany were tasked with creating comprehensive strategies to attract younger visitors while preserving the museum’s cultural identity.

They utilized frameworks like Hofstede’s cultural dimensions, PESTLE, and global market entry analysis to propose ideas ranging from multilingual promotional materials to youth-focused programming like nighttime events and co-curated exhibits. The students also developed multilingual materials and culturally adaptive initiatives aimed at creating a global impact.

Serena Macdonal, a marketing major, shared how the experience allowed her to apply what she’s learned in her courses, including consumer behavior and social media marketing.

 “We created strategies like launching a TikTok account and increasing signage to better reach a younger audience,” she said. “This was a real-life situation, and it made me realize that marketing could be something I want to pursue after graduation.”

Fellow marketing student Josette Fung noted that the hands-on access to the museum allowed her to nimbly execute strategic concepts in real time.

“Instead of working on hypothetical case studies and just reading about them, we were sitting in the museum itself, hearing directly about their challenges,” she said. “Within a week, we were developing and presenting real solutions for the museum.”

For Gala, the Montepulciano project encompassed more than executing a marketing strategy. Rather, it was an opportunity to teach students how to balance commercial objectives with cultural sensitivity.

“These students learned to craft feasible, respectful strategies for global impact,” she said. “They gained skills in cross-cultural communication and global strategy that are invaluable in the business world.”

While the museum is still in the early stages of implementing the students' ideas, the museum director has already adopted several recommendations and plans to test others in the coming tourist season.

As the partnership continues to grow, both KSU and the Civic Museum of Montepulciano are poised to benefit from this ongoing exchange.

For the students involved, the project provided hands-on practice that can shape their future careers. Macdonal emphasized how the experience opened her eyes to the potential of working with companies on branding and marketing strategies.

“It gave me a new perspective on consulting,” she said. “I’m excited about the possibility of doing this kind of work after graduation.”

For the museum, the strategies developed by KSU students offer a promising future as it works to enhance its international appeal and relevance.  Dr. Gala hopes to expand the project across borders to foster cultural empathy for more students studying abroad.

“We’re already planning to expand our partnership with the museum for next summer’s study abroad cohort,” Dr. Gala said, “and replicate this model with other cultural institutions across Europe and beyond.”

-Casie Wilson