BUA300.1 Made in Italy: Business, Craftsmanship, and Branding Success (Fall, Spring)

Developments and marketing trends in the Italian design industry and the production of luxury accessories. Special attention devoted to different aspects of traditional artisanship and specific marketing strategies to achieve success.

Italy provides models of design excellence in various business industries. Made, styled, and designed in Italy has become synonymous with high-quality products and processes. This course will take you on a journey through Italian excellence to examine how Italian products combine beauty and functionality for global commercial success. Through a series of conceptual frameworks, case studies, guest speakers, field study and site visits, you have an opportunity to compare and contrast the Italian business model (“Italian Creative Entrepreneurial Craftsmanship”) with prevalent models in the U.S., Europe and Asia. You will then integrate and critically evaluate these different approaches in a final marketing project.

Meets with DES 322.

Course-related fee: A fee will be charged to cover Florence site visits (Spring 2020 fee = $100).

Department: Business Administration

Location: Florence

Semesters: Fall, Spring

Credits: 3