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  • Locations: London, United Kingdom
  • Program Terms: Spring Break
  • Restrictions: Moravian applicants only
  • Budget Sheets: Spring Break
  • This program is currently not accepting applications.
Fact Sheet:
Minimum GPA: 2.7 Housing Options: Hostel/Hotel
Area of Study: Accounting, Advertising, Art, Arts, Business, Business Design, Business Management, Communication, Communication Design, Culture, Design, Economics, Entrepreneurship, Fashion Design, Fashion Merchandising, Fine Art, Graphic Design, Human Resources Management, Humanities, Interdisciplinary Design, International Business, International Relations, International Studies, Liberal Arts, Management, Marketing, Mass Communications, Music, Music Studio Art, Photography, Product Design, Public Relations, Shoe Design, Textile Design, Urban Design, Urban Studies Language of Instruction: English
Class Status: 1-First Year, 2-Sophomore, 3-Junior, 4-Senior, 5-Graduate Student Program Type: Faculty-Led, Study Abroad
Program Description:

Music, Marketing Management, and Dr. Martens


Program Overview

This course explores the iconic British shoe brand, Dr. Martens, through its marketing and its relationship to music. Students spend 8 days in the UK:
  • dm_camden_shoplearning about the history of British music (particularly punk, post-punk, ska, and grunge)
  • meeting with marketing executives from Dr. Martens at their Camden-based headquarters
  • visiting the Dr. Martens factory in Wollaston
  • touring London neighborhoods to engage the city's pop culture
  • visiting the Marshall Amp factory
  • visiting a marketing agency to discuss their Dr. Martens marketing campaign
  • exploring the turbulent history of England in the 1970s and the subsequent protest culture that evolved

This program will meet three times prior to the March 2nd departure date to discuss readings, program logistics, course assignments, and learning outcomes. All three meetings are required.

dm_shoe_soleProgram Details

Program Dates: March 2-11

Credit: 1/2 Unit

Cost: $1985* + airfare & fees (includes: tuition*, in-country transportation, housing, and some meals)

Airfare:  Group flight, Newark to London. Tickets available at reduced cost through a partner agency

Application Deadline: Monday, November 6, 2017

Instructors: Christian Sinclair (Director of International Studies); Patrick van Esch (Assistant Professor of Marketing)

More Information: Contact Christian Sinclair at or Patrick van Esch at

*No tuition charge for undergraduates taking no more than 4.5 units for the semester. Graduate students: please contact Office of International Studies for tuition information.


Instructor Bios

sinclairc_londonChristian Sinclair is Director of International Studies at Moravian College. His research interests include media, identity, intercultural communication, human rights and music history. On campus he teaches "International Human Rights, Music, and Resistance." He also directs a May-term study abroad program to Colombia: "Global Perspectives on Culture, Identity, and Inequality." In the summer Sinclair teaches a course at Griffith College in Dublin, Ireland: "Sounds of Resistance: Music & Politics in Ireland and Northern Ireland." In this new London-based program, he will teach the music and pop culture components of the course. 

vaneschDr. van Esch holds a Graduate Certificate in Finance & Master of Management from Charles Sturt University and a Doctor of Business Administration from Southern Cross University. His research focuses on three (3) key areas: (1) Social Marketing – Mass voluntary behavior change, (2) Consumer Behavior – Digital environments and (3) Marketing Pedagogy – Asynchronous simulations to increase student engagement. This research dovetails nicely into the marketing discipline, particularly in relation to digital marketing, social media, student engagement, sustainability, health, communication and societal issues. Within this area, there is a broad body of work that focuses on behavioral intent and change. Dr. van Esch is also on the review board for the following journals: International Journal of Marketing Studies & Review of European Studies.


Required Readings 

  • Roach, Martin. Dr. Martens: A History of Rebellious Self-Expression. London: Dr. Martens Publishing, 2015.
      And selections from:
  • Hollensen, Svend. Global Marketing (7th edition). Pearson, 2016.
  • Wilkinson, David. Post-punk, Politics and Pleasure in Britain. London: Palgrave Macmillan, 2016.
      There will also be articles posted on the course Canvas site.

Dates / Deadlines:

There are currently no active application cycles for this program.

This program is currently not accepting applications.