Branding Greece: An Ancient Ideal in the Modern World (Athens, Delphi, Delos, Mykonos, Ancient Olympia, Mani)
Application Deadline: April 1
Globally, citizens are reexamining what ancient Greece means in the modern world. Greece is experiencing a profound cultural and economic renewal claiming its place in the world as an active participant in Classical and Hellenistic legacy. Tourists have journeyed to ancient Greek sites for millennia, gaining insights into their world through encounters with foreign people and places.
This class explores, at a macro level, the intersection of a post-pandemic global economic recovery intensified by a world at war, a planet on fire, democracy under siege, and the rise of artificial intelligence. Global shocks, shifts, and fragilities are changing the business of business. In our increasingly globalized world, the importance of managing country reputations, international image, and “country of origin brand” has risen exponentially for world leaders, national tourism authorities, and business leadership alike. Against this backdrop, Greece has risen dramatically from decades-long economic crises, while enduring significant Covid-19 tourism declines. It is an ideal learning laboratory for global strategic business management case work rooted in robust review of geopolitical forces impacting an increasingly important economic and cultural engine of growth – tourism. Considered within the greater context of political science, and business strategy, this class affords students embarking on a career in international business, public policy, entrepreneurship, marketing, consulting, or financial investment with global perspectives to better anticipate, predict, and manage how countries present their brand to the world with respect to practical realities on the ground.
This course requires a minimum enrollment of 10, with a maximum enrollment of 20.
60 contact hours
The course starts and ends in Athens. Transportation between Athens and the rest of the course’s destinations, as well as during day excursions is included in the course fee.
Enrolled students will have access to detailed information prior to departure that will include directions to the Academic Center and other practical information about residing in Athens. CYA recommends the following websites for general information about Athens and Greece: http://www.athensguide.com/ and http://www.greektravel.com/.
IMPORTANT NOTE: This course involves extensive travel. Be wary of overpacking. Pack only what you can carry comfortably, because you will be required to check- in and out of accommodations for each stay/travel segment of this course. It will also be useful to bring with you travel-size cosmetics.
Students are housed within walking distance of the CYA Academic Center in either CYA student apartments located in the Pangrati neighborhood of central Athens or in hotel accommodations arranged by CYA. CYA apartments are simply furnished and equipped with a full kitchen and air-conditioned bedrooms; towels, linens and housekeeping service will be provided. Hotel accommodations will be in simple 2- or 3-star hotels, double- or triple-occupancy, with air-conditioned rooms.
The CYA Academic Center is located next to the Athens Marble Stadium and houses classrooms, the library, the student lounge and cafeteria, computer facilities (including wireless access for those students who choose to bring laptop computers), laundry facilities, and administrative offices. The Academic Center is accessible Monday-Thursday 9:00 a.m.-8:00 p.m., Friday 9:00 a.m.-6:00 p.m.
When class is in Athens a full mid-day meal will be served weekdays in the CYA cafeteria between the hours of 12:00-3:00 p.m. While traveling, breakfast will be offered at the Hotel. A welcome and a farewell dinner are also included in the course fee.
Day-to-day Program & Itinerary
The day-to-day program and itinerary of the course are subject to change. Students are advised not to make plans for their free time or weekends in advance, as class schedules and site visits may be re-scheduled depending on local conditions.
Application deadline: April 1