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Columbia College Chicago

Students Explore Global Nonprofit Marketing in Prague

A group of Columbia College Advertising, Public Relations, and Marketing students spent their summers getting a global perspective on place branding.  Led by Columbia Public Relations Professor Chris Huizenga, students enrolled in the Global Marketing Program worked together with students from The University of Economics, Prague to examine the culture and nature of nonprofit organizations in the Czech Republic. Students took up the challenge of building brand awareness and improving audience engagement for the client, Museum Kampa, which is the only modern art museum in Prague. With no time to spare, teams of both Czech and American students conducted research on tourist trends in the Czech Republic, developed strategies and tactics to capitalize on missed marketing opportunities, and pitched their presentations to the client who received them with enthusiasm and gratitude.