IBUS 6407: Retailtainment: The Art of Experiential Commerce
Graduate Global Enrichment in JapanProgram Dates:
Applications are open! Priority deadline is April 1, 2026 noon Central Time
Pre-departure classes: Fall Term Second Half; Tuesdays, 5:45 - 9:05 PM
Program Overseas: January 4-15, 2027
Program Details
- Remember: Recognize the importance of cultural intelligence in today’s global business environment.
- Understand: Demonstrate comprehension of key concepts relating to retail marketing and Japanese culture.
- Apply: Discuss connections between previously-learned marketing concepts (e.g. the Four Ps) and the dynamic experiential retail landscapes of Japan.
- Analyze: Explain the complex relationships between marketing channel members and their collective impact on brand storytelling.
- Evaluate: Critique and assess various marketing strategies, using multiple lenses.
- Create: Make actionable recommendations for selected retailers in Japan to optimize, elevate, and ultimately transform the brand experience for shoppers.
This course invites students into the unique, experiential retail landscapes of Japan. By considering the intersecting roles of art, culture, technology, and commerce, it sheds new light on the design and development of these immersive, multidimensional storytelling spaces. A selection of readings, activities, and assignments will challenge students to reflect upon how retailers from a variety of sectors inform, engage, entertain, and persuade, with the ultimate goal of building brand love and loyalty.
Learning Objectives
In this course, students will become familiar with a range of concepts and frameworks relating to international business and experiential retail in Japan. More specifically, students will be able to demonstrate the following:
As the fourth-largest economy in the world and the fourth-largest importer of U.S. products, Japan is a key member of the international trade system. Japan is also a land of complex contradictions, with centuries-old traditions bumping up against future-forward technological innovations. Nowhere is this more true than in the dynamic and ever-evolving world of retailtainment, which brings shoppers into contact with the items they desire, in physical, digital, and virtual spaces. Japan is at the cutting edge of high-tech omnichannel commerce, reflecting, shaping, and defining the very future of shopping.
Students will stay in double rooms with students of the same gender at a hotel in Tokyo and Kyoto. Students should expect that hotel rooms will be significantly smaller in area than US hotels. Guests are not permitted during the program. Breakfast will be provided daily at the hotels. A group meal in each city is also included in the program fee. Information regarding dietary restrictions and allergies will be collected after acceptance.
- 4 graduate elective credits
- Grading is A-F basis
This program is open to 25 Carlson graduate students in good academic standing, with a minimum GPA of 3.0 at the time of application.
To apply, please visit the Apply page. Students will be charged a $50 application fee.
The application cycle starts on March 1, 2026 and the priority deadline is 12:00 pm (noon Central time) on April 1, 2026.
Applications for programs that do not fill by the priority deadline will be accepted on a rolling basis until full. Applications to competitive programs will be selected via lottery. Students will be informed of their application decision in about ten days after the priority deadline.
Most financial aid may be applied to study abroad. University of Minnesota students are eligible for education abroad scholarships. Please see Financial Aid and Fellowships webpages for more information including deadlines and availability.
The pre-departure classes will occur on Fall Term Second Half on Tuesdays from 5:45 - 9:05pm. The classes will meet in person on campus, but if coming to campus would be barrier, a zoom option will be available. However, one of the objectives of the pre-departure classes is to establish connection with your classmates before traveling to Japan and so all students are encouraged to attend in person whenever possible. Please contact the faculty leader, Andrew Lainsbury with questions about the academic expectations of this course.
- Departing for a morning academic or company visit ~8:00 AM
- Lunch break on your own
- Afternoon programming
- Most evenings free after ~5:00 PM
- 10–20 minutes of walking at a time, multiple times per day
- Frequent use of public transportation (10–40 minute rides)
- Some travel during rush hour
- Standing and navigating busy trains and train stations
This is an active, immersive program designed for graduate business students. Days are full but balanced, combining company visits, cultural experiences, and neighborhood exploration in each city.
Daily Schedule
Walking & Transportation
Overall Pace
The program is moderately demanding but manageable. Expect steady movement throughout the day and full engagement in professional settings. Comfortable walking shoes and flexibility in busy urban environments are essential. If you are comfortable walking several miles per day in an urban environment, you should be well-prepared.
Evenings are generally unscheduled, providing time to rest, explore, or connect with classmates.
Cost
Fees are based on estimates and may change due to international economic factors and all other listed costs are subject to change prior to departure. This information applies to 2026-2027 programs.
| 2026-2027 Tuition for 4 academic credits (included in the tuition plateau unless you are not enrolled full-time in your degree program) | $0 |
| Program Fee (including lodging, program events, transportation to program activities, breakfast daily, two group meals, and international health insurance*) | $3,808 TBC |
| International airfare from MSP to Japan (estimate) | $1,700 |
| Passport & Photos (based on prices for U.S. citizens)* | $165 |
| Daily Living Expenses (personal transportation, airport transfers and train travel to Kyoto, incidentals, required international data and calling plan, laundry, etc.) Does not include sightseeing or souvenirs. | $760 |
| Meals (lunch and dinners not included in Program Fee; estimate does not include the cost of alcohol) | $550 |
| Total | $6,983 (pending program fee confirmation) |
| * Students should also maintain their U.S.-based health insurance plan while abroad. | |
| **Costs are estimated for a new US passport only. Non-U.S. passport holders should check with the Japanese consulate regarding the visa application process and costs if required. |