When students participate in a study abroad program there are a variety of exotic destinations available, and for UNL senior Annie Hildebrand, the choice of studying in Scotland over the summer was the perfect choice.

Hildebrand, a marketing major and management minor from North Sioux City, SD, studied at the University of Stirling, a 310-acre campus which sets in the shadow of Scotland’s Ochil Hills and encompasses some of the country’s most identifiable landmarks such as a loch, an 18^th-century castle and naturally, a golf course.

“It was fantastic because the professors were so passionate about their fields and were able to not only teach me about nation branding and film, but to also teach me about the culture surrounding both of these in Scotland and the United Kingdom,” Hildebrand said. “My classes included an experiential excursion which tied in the real-world, applicable side of the class.”

Hildebrand met the marketing director from Scotland’s national tourism organization, Visit Scotland, and also visited Royal Yacht Britannia as part of her studies.

Another part of the study abroad program was an internship with the Scottish Canoe Association to develop a better understanding of marketing principles from various perspectives.

“I was able to learn a lot about marketing for a governing body of sport, along with brand consistency and the development of brand guidelines. I did an audit of their communications to customers and compiled a set of recommendations for their quarterly magazine, yearbook and website.”

The internship taught Hildebrand aspects of marketing which weren’t as apparent to her before her study abroad experience. She learned more about what goes into the entire process of creating a marketing campaign.

“We made a series of templates to ensure consistency throughout all communications, internal and external, along with redefining their brand guidelines to ensure the brand's integrity would not be compromised.

“The two months in Scotland were part of the most memorable summer of my life. I was able to meet a lot of people in my free time, along with traveling throughout Scotland, and also making it to London, Dublin and Spain.”

Hildebrand is the Senior Resident Assistant in Smith Hall at UNL, and is also the Events Chair of the Residence Hall Association. She serves as President of the NU Start Advisory Board and is also a new CBA Student Ambassador for her senior year. Published: September 8, 2011