Asheville (Marketing)

Important Dates:

Application Opens: September 1, 2021
Deposit Deadline:
February 1, 2022
Final Payment Deadline: March 15, 2022
Mandatory Orientation Meeting: Spring semester 2022

ashveille students by waterfall

MKTG 4950: Hospitality Case Study
Professor: Dr. Marsha Loda
Millennials now comprise the largest living demographic segment in the US. The Asheville area is a ‘millennial magnet’ for tourism and hospitality. This course analyzes and explores the hospitality industry in the Asheville region and why it is so attractive to this demographic. The Asheville area encompasses many of the traditional tourism segments: urban, art, gaming and scenic tourism. It also showcases more contemporary hospitality segments: festival, adventure, and food and beer tourism. Students prepare for the trip by analyzing these various segments. The regional visit includes business and cultural exploration in both Asheville and the surrounding area including visits at tourism offices, area attractions, and volunteering at the annual Brevard Blues and Barbeque Festival housed at the acclaimed Brevard Music Center. Both natural and man-made tourism products are purposefully included. A post trip analysis will include suggestions for improvement as well as application of experiences to make the Augusta area more attractive to the millennial market.

*Prerequisites desired but not mandatory: MKTG 3700, MKTG 3710, MKTG 4780, MKTG 3740, or MKTG 3750*

Find your major/minor's course requirements


*Specifics of itinerary subject to change*

Class will meet on campus prior to departure.

Pre- trip Meetings

Wed. May 4

11am      Orientation with the Study Abroad Office.

               - Form groups and discuss class requirements and assignments.

               - Orientation to Asheville/maps

Thurs. June 2

1- 4 pm    - Turn in/ discussion of book chapter report

                 - Tourism segment reports

                 - Final discussion of trip arrangements/ final itinerary


June 3 -  Travel/Welcome to Asheville 
- Travel to Asheville, Lazoom tour

June 4 – Experience Urban Tourism

Urban Tourism ( tour Asheville River Arts District/ downtown)

June 5 – Experience Adventure Tourism
- Raft the French Broad River: zip line experience

June 6 – Experience a Tourism Marketing/Gaming Tourism 

- Visit Harrah's Cherokee Casino
- Scenic/ National Parks ( Blue Ridge Parkway and Great Smoky Mountains National Park

June 7 – Experience Scenic Tourism

June 8 – Experience Historic Attractions ( tour The Biltmore mansion)

June 9 – Return to Augusta


Rainy day possibilities:

*Subject to change due to weather or new opportunities available in 2022.

** If program travel is cancelled due to travel restrictions from the State Department, University System of Georgia, or Augusta University, this course will NOT be offered during Summer 2022.

Financial Information:

Program Fee: ~$1638.00 Tuition & Fees

Deposit: $200

Final Payment: Remaining balance, Spring 2022

Tuition & Fees: Click here to calculate how much yours will be
What's included? Transportation, lodging, some meals
Additional Expenses: Some meals


Payment policies and additional funding information:

Payment/Deposit Policy
Funding Your Program

Financial Aid Guide

Hull College of Business Scholarship and ADP Study Abroad Scholarship

Hull College of Business is proud to offer these scholarships for students enrolled in a Hull College of Business degree program and participating in a study abroad program. BBA and MBA students are eligible to apply for either scholarship regardless of the trip's college sponsor. Scholarship awards typically range from $300 to $1000, dependent upon the trip.

You can access the application through the following link:


Updated 2/16/2021