Interview with Faculty Leader: Monique Maye

How does your curriculum emphasize cultural aspects and consumer behaviors unique to Paris, while also integrating the teaching of marketing strategies and messaging, to ensure students are well-prepared to navigate the marketing landscape effectively? 

With the assistance of Seagull Institute, our service provider, we seamlessly integrate marketing education into students’ experiences both before and after their arrival in Paris. Before departure, we provide students with a foundational understanding of marketing concepts. Upon landing in Paris, our immersive approach begins with a comprehensive walking tour, showcasing the intersection of marketing and Parisian culture. We traverse the city via public transportation, dine together at a traditional French restaurant, and encourage students to engage with local businesses. Throughout the program, we prioritize cultural immersion, guiding students to explore diverse neighborhoods, interact with locals, and practice their language skills. This holistic approach fosters a deep understanding of marketing in a real-world context while embracing the rich cultural tapestry of Paris. 

Can you share examples of successful marketing campaigns or strategies that resonate with Parisian consumers, which you discuss or analyze in the classroom?  

Understanding the target market is crucial in marketing. By immersing students in the culture and daily life of Parisians, they gain insights into the people they are marketing to. As students navigate the city, they encounter familiar American brands like Sephora, Ulta, McDonald’s, and Nike, providing opportunities to compare products and marketing strategies between the US and Paris. This firsthand experience highlights differences in ingredients, marketing approaches, and consumer preferences while emphasizing the universal goal of customer engagement. 

From your experience, what are the primary challenges that students typically encounter when learning about marketing in the Parisian market, and how do you guide them in overcoming these challenges?  

Participation in “Marketing in Europe: Paris” does not require a marketing background or prior coursework, opening the opportunity to a broader range of students. The primary challenge for students is overcoming initial unfamiliarity with marketing concepts. However, as they understand marketing principles and observe marketing tactics in everyday life, they become more comfortable and eager to tackle creative marketing projects assigned during the program. This gives more students the opportunity to learn and hopefully return with a desire to learn more about marketing here at home. 

Finally, what advice do you offer students interested in pursuing marketing opportunities in Paris, and how do you prepare them for success in this unique and culturally rich market? 

Students are encouraged to approach the class with an open mind, prepared to immerse themselves in Parisian culture while embracing marketing influences. By exploring the presence of Americans working in Paris and understanding international marketing opportunities, students can expand their comfort zones and unlock new possibilities in the field of marketing. 

Lawrence Schindler, Junior, Music Business Major

What key insights did you gain about marketing in Paris from the course? 

Insights that I have learned include a great deal about presenting important information and marketing myself effectively, as well as gaining insight into marketing across diverse international industries, both strategically and uniquely. The course facilitated my engagement with high-level industry experts specializing in marketing and campaigning across various fields. By crafting a concise introduction of myself, I believe I successfully made a strong initial impression and conveyed the key information I aimed to share. 

How did the class address cultural differences in marketing strategies for Parisian consumers?

I feel that the class addressed the importance of researching the laws and proper regulations that govern marketing in different locations, cultivating a campaign that best fits the place you intend to advertise. Understanding the consumers in your target location is crucial to the success of your marketing efforts. We also learned the basics of speaking and understanding French, as well as being introduced to professionals who specialize in the topics that we were learning. 

Can you share any effective marketing campaigns discussed in class targeting Parisian consumers?   

It was amazing being introduced to various important marketing entities such as Moulin Rouge and Paris 2024 Olympics & Paralympics. We were able to meet individuals who have worked on the marketing for these companies and learned about how they reach and maintain such a wide audience and continued success. The utilization and acknowledgment of newer technology provided the best outlook on the current state of the worldwide market, along with the different careers that you can enter within the French market. 

Based on your experience, what advice would you give to students interested in marketing opportunities in Paris? 

From my experience, I would say make sure to take every opportunity to network that you can. I was able to connect with and meet so many wonderful people in person and through LinkedIn. The landmarks and environment of Paris provide a chance to interact with tourists and potential business partners. I would say make sure you have everything up to date and do not be afraid of approaching someone. Your network really is your net worth, and at the end of the day, you have nothing to lose by trying. Even if you are not sure what exactly you want to do as a career, the knowledge you gain will resonate with you for life, regardless of your field. 

For more information about studying abroad in Paris, click here!