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  • Locations: Buenos Aires, Argentina; Cordoba, Argentina
  • Program Terms: December
  • Click for Tuition + Program Fee: December
  • This program is currently not accepting applications.
Fact Sheet:
Fact Sheet:
Program Type: Short-term Academic Level: Graduate, Undergraduate
Required GPA: 2.5 Living Arrangements: Dormitories, Hotel
Liberal Studies Domain: EL Study Abroad Contact: Elizabeth Hall
How COVID-19 could impact this program or your study abroad plans: Please see the Study Abroad COVID-19 page for more information.
Program Description:
Argentina streets

What makes one destination more attractive than others? In this course, we will learn how to develop an effective advertising campaign: not for a product, but for one of the greatest international brands -- Argentina.

Yes, countries and their cities are brands. Just think of New York, Buenos Aires, or Paris. All are much more than cities, they are brands. And how they communicate their brand is what convinces people to travel there instead of someplace else.

While in Argentina you will experience the country, key cities, and capture and record the material you will use to produce your ad campaign. You will learn about Argentine culture as you experience a wide variety of outings designed to give you a broad view of the country and its people.

After returning from Argentina, your class will meet again to refine your campaign idea, and present your work.

Don’t miss out on this opportunity to expand your portfolio and gain international experience.


Marshall Goldman is an international executive creative director and an eminent copywriter who worked at Leo Burnett in the U.S. and throughout Europe, Africa and the Middle East, for more than twenty years.

He is also founder and chief creative officer for The LeftHand Agency, a brand building and marketing consultancy headquartered Chicago.

Among the clients Goldman has had the opportunity to work with, both at Leo Burnet and for his own agency, include Philip Morris International, Infiniti Motor Company, Mercedes Benz, Budweiser, Sealy, Kodak, Michael Jordan’s Steak House and Leica; as well as public service work for Life Goes On in Illinois, and H2O4JAP, a relief effort Goldman started in Moscow that sent safe drinking water to Japan after the tsunami.

In all his client and educational work, Goldman stresses the importance of what he calls, “brand patriotism”. A position he defines as “an unflagging belief in, and defense of, the value, power and meaning of a brand.

Goldman earned a BA in English, and an MA in English and creative writing from the University of Washington, in Seattle. For nine years while working overseas, he taught brand building workshops for his clients, as well as lead writing seminars for his agency copywriters.

Goldman is the published author of the children’s story, “Some Dogs Sing Opera”. He is a co-creator of the social media app, Flobe!t. And he is also a watercolorist whose paintings have been featured in U.S. and European galleries.

With decades of experience, particularly those spent internationally, Goldman was always in search of that most illusive of grails: “How to successfully market global brands on a local level?” It is a quest that he continues to undertake for his clients, and equally challenges his students to answer.

Juan Mundel is an assistant professor of advertising in the College of Communication at DePaul University. He teaches graduate and undergraduate courses in advertising (Advertising Campaigns, Advertising and Society, Advertising Foundations, Creativity and Portfolio Building), consumer behavior and insights. Juan also serves as a faculty advisor for the Latino Media and Communication Program, where he teaches courses that examine Latinx and Latin American consumers.

Juan designed and leads two faculty-led study abroad programs for Public Relations and Advertising students. In the summer, his Creativity and Portfolio Building Abroad program includes a visit to the outstanding Cannes Lions Festival of Creativity. He also leads a two-week winter program in Argentina, International Social Marketing.

Before joining DePaul, Juan completed his doctoral degree in media and information studies at Michigan State University, a Master of Science in journalism at West Virginia University and a Licenciatura (BS) in corporate communication at Universidad Blas Pascal (Argentina).

From an interdisciplinary background, Juan Mundel's research includes media psychology, health communication, consumer behavior and social media advertising. He is a co-director of the Media Engagement Research Laboratory (ME Lab), which trains Public Relations and Advertising students on advanced market research. The lab is funded through a generous grant secured by the advertising faculty in 2018. Through the ME Lab, his research teams offer consulting services to private clients interested in collecting data through an independent unbiased party.

He has published a variety of journal articles in peer-reviewed journals, such as the Journal of Marketing Communications, Journal of Retailing and Consumer Services, and the Journal of Product and Brand Management. He is an active reviewer for leading journals such as the International Journal of Advertising, Journal of Retailing and Consumer Services, and Social Media + Society.


All students will be enrolled in the following course:
Course CMN 398/598: Study Abroad - International Promotional Campaigns
Credits 4 credit hours
Term registered Fall 2020
Class meeting times Tuesday evenings from 5:00 PM – 7:30 PM in the Loop
Liberal Studies domain Experiential Learning
Taught by Marshall Goldman and Juan Mundel
Course description In this course, we will review the process involved in creating an advertising campaign for promoting an international destination (Argentina). During the study abroad portion of the course, you will experience the country and capture and record the material you will use to produce your ads and promotional material.
Additional course information The class only meets once before departure for pre-departure orientation
  Please note that although some courses are registered in a particular term, some coursework or final assignments may be due in a different term. E.g. Course registered in winter quarter, but coursework is due in spring quarter once the travel component of the program is complete.

Cordoba- Double-room or triple-room accommodation in Universidad Blas Pascal residence apartments. Rooms include private bathroom, a small kitchen, and internet connection.

Buenos Aires- Triple-room accommodation in 3-star hotel


All students participating in study abroad will be charged both tuition (billed at the regular DePaul tuition rate, based on the number of credits enrolled) and a program fee. Please read the program fee details carefully to understand exactly what is included, as this can vary from program to program. If the program fee is posted, be sure to note whether the fee is current or from a previous year (past program fees may serve as a guide until the current program fee is available). If the current program fee has not yet been posted, please check back closer to the application deadline. Please also note the withdrawal policy.

DePaul offers several types of scholarships for students studying abroad, and students should visit the scholarship page early in the application process for information on eligibility and deadlines.


DePaul Study Abroad is carefully monitoring the COVID-19 pandemic, and this program is currently moving forward. If the program is canceled prior to departure, students will be refunded 100% of the program fee and withdrawn from any associated classes with no penalty or tuition charges. Study Abroad has also modified the standard Withdrawal Policy, and any students who commit to this program and decide to withdraw 90+ days prior to the program start date will not be charged any withdrawal fees. For more information, go to the DePaul Study Abroad COVID-19 Updates page.

If you are planning to study abroad and do not have a passport, apply for one immediately. Some programs require students to obtain student visas. In that case, contact the country's local consulate or embassy for up-to-date instructions. As of this publication, students traveling with US passports on the Argentina program DO NOT need a visa. Please note that visa requirements can change quickly. Study Abroad will update this website to reflect changes as they become available.

Here are some helpful tips from former students who have participated in this program:
  • Culturally, Argentina runs on a different schedule than the US—be prepared to eat late dinners, stay up later than you may expect, and sit in restaurants for longer periods of time than you may be used to. Live life slower and appreciate it!
  • Utilize the university’s service to call a taxi for you.
  • There is a lot of meat in the Argentinian diet, so consider doing research if you’re vegan or vegetarian. There is also a lot of bread in meals.
  • Befriend a few locals, as you’ll learn a lot from them and they can recommend great places to check out.
  • Definitely try to learn some Spanish before you travel.
  • Immerse yourself in the culture of the country, city, and university you’ll be experiencing to enhance your time there!
  • Stay in groups when going out for the night.
  • Do research on Argentinian politics before arriving.
  • Take advantage of all of your free time because you’ll have more of it than you probably expected.
  • Download Google Translate to your phone before the trip.
  • Pack comfy shoes.
  • Bring common over the counter medicines that you may need.
  • Always have cash on hand.

DePaul University does not discriminate on the basis of race, color, national origin, religion, sex, or handicap in admissions, employment, or the provision of services. Inquiries regarding this policy should be addressed to the Director of Human Resources, 1 East Jackson Avenue, Chicago, Illinois 60604.

Circumstances, such as an unexpected event abroad or a curriculum change, may require DePaul University to make changes to the program. DePaul University reserves the right to cancel or alter programs and courses without notice.

Dates / Deadlines:

Thank you for your interest in this program! We are not currently accepting applications. In general, applications open about 6 months before program application deadlines.

This program is currently not accepting applications.