Management “Made in Italy”:Food, Luxury, Fashion and Design

Luiss International Summer ProgramsAgenda 2019

Location Rome, Florence, Milan, Maranello, Parma

Duration One/Two/Three weeks

DatesJuly 8 - 26, 2019

Course leaderMichele Costabile

Faculty Board Michele Costabile, Marco Francesco Mazzù, Rumen Pozharliev

Academic CoordinatorRumen Pozharliev

Contact hours60 (including lectures/presentations from experts/company visits and exams)

Credits8 ECTS

General course informationThe program adopts a cross-industry approach, analyzing operating and innovation strategies performed by leading Italian companies in different industries: fashion, design, automotive, luxury boating, hi-tech, food, and beverages. This course focuses on the latest business strategies of luxury niche players and global players in industries where creativity, innovation and exclusiveness are the key ingredients for success.

Course objectives Students will understand the fundamental business models, marketing and innovation strategies; apply the acquired knowledge to business cases and through interaction with business leaders and entrepreneurs; learn how successful Italian companies adapt, reshape and apply marketing strategies and business models.

Grading and evaluationStudents will be evaluated on the basis of their class participation and a weekly final written exam.

Learning resourcesShort and intense conventional lectures will alternate with case studies, group work sessions, company visits, interaction with business executives and prominent academics and entrepreneurs.

Company visitsEataly, Antinori Winery, Antica Corte Pallavicina Relais, Ferrari, Benetti, Bulgari, Fendi, Giorgetti.

Week 1: Food & Beverage “Made in Italy”

Monday, Day 1 Morning: 9:00 am - 9:30 am, Introduction to the Course

Morning: 9:30 am - 1:00 pm, Warm-up session on “Doing Business in Italy”

Afternoon: 3:00 pm, Rome, Walking tour

Adventure and Legend through the Colosseum

Welcome Cocktail: 7:00 pm, Luiss Campus

Tuesday, Day 2 Morning: 9:00 am - 12:00 pm, Fundamentals of “Made in Italy”

Afternoon: 3:00 pm - 6:00 pm, Food evolution strategy in the tech innovation era: The food-tech fundamentals

Afternoon: 7:00 pm - Onward, Eating Italian Food, Living the Italian Way: Eataly, (Rome)• Company presentation (CEO, Eataly)• Visit Eataly, Rome• Dinner

Wednesday, Day 3 Morning: 7:30 am - 10:00 am, Travel to Florence Morning: 10:00 am - 1:00 pm, Vintners in The Arts: Antinori Winery, Bargino (Florence)• Company presentation

(Marketing Director, Marchesi Antinori)• Visit the wine cellar and wine tasting

Afternoon: 3:00 pm - 6:00 pm, Travel to Parma• Hotel - Check-in• Free time

Thursday, Day 4 Morning: 10:00 am - 1:00 pm, The Art of Making the Best Prosciutto: Consorzio del Culatello di Zibello, (Parma) • Company presentation

(Chef, President Culatello di Zibello)• Visit the prosciutto cellar• Food and wine tasting

Afternoon: 5:00 pm - 6:30 pm, Travel to Rome

Friday, Day 5Morning: 9:00 am - 12:00 pm, Rome Luiss Campus

Exam and Awards ceremony

Program

Week 2: Italian Luxury Industry (Ferrari, Luxury Mega Yachts)

Monday, Day 1 Morning: 9:00 am - 9:30 am, Introduction to the Course Morning: 9:30 am - 1:00 pm, Warm-up session on “Doing Business in Italy” – Exercises in classroom for first week students

Afternoon: 2.30 pm - 5:30 pm, Branding “Made in Italy”

Evening: 7:00 pm - Welcome cocktail, Luiss Campus

Tuesday, Day 2 Morning: 9:00 am - 12:00 pm, Luxury Hi-touch/Hi-Tech “Made in Italy” Afternoon: 2:00 pm - 5:00 pm, Case study on Luxury Hi-Tech “Made in Italy” • Benchmarking Brand activities of top

Yacht Luxury players

Wednesday, Day 3 Morning: 7:30 - 10:00 am, Travel to Bologna

Morning: 10:00 am - 1:00 pm, The Ultimate Luxury Sports Car: Ferrari Museum, Maranello (Bologna)• Company presentation

(Head of Communication, Ferrari)• Ferrari Museum – Guided tour

Afternoon: 3:00 pm - 5:30 pm, Travel to Livorno• Hotel - Check-in• Free Time

Thursday, Day 4 Morning: 9:00 am - 1:00 pm, Luxury Yachts: Benetti (Livorno)• Company presentation

(Head of Marketing, Benetti)• Visit the Shipyard

Afternoon: 5:00 pm - 7.00 pm, Travel to Rome

Friday, Day 5Morning: 9:00 am - 12.00 pm, Rome Luiss Campus

Exam and Awards ceremony

Week 3: Fashion & Furniture Design “Made in Italy”

Monday, Day 1 Morning: 9:00 am - 1:00 pm, Inside “Made in Italy”: Roots, Future, and SustainabilityAfternoon: 2:00 pm - 5:00 pm, Luxury & Fashion Management Fundamentals: The Italian Way

Tuesday, Day 2 Morning: 9:00 am - 12:00 pm, Innovation Management and Design

Afternoon: 2:00 pm - 5:30 pm, Value Creation and Excellence: Bulgari (Rome)• Company presentation• The art of making luxury jewelry

Wednesday, Day 3 Morning: 8:00 am - 10:00 am, Travel to Florence

Morning: 10:00 am - 1:00 pm, Luxury, Craftsmanship, Timeless Creativity, and Style: Fendi, (Florence)• Company presentation

(Industrial Director Fendi)• Visit the product development and

internal production processes

Afternoon: 3:00 pm - 5:30 pm, Travel to Milan• Hotel - Check-in• Free Time

Thursday, Day 4 Morning: 10:00 am - 1:00 pm, The Art of Shaping: Giorgetti, Meda (Milan)• Company presentation: Furniture Design

Management (General Manager, Giorgetti,Meda)

• Visit the production facility and thecompany showroom

Afternoon: 5:00 pm - 8:00 pm, Travel to Rome

Friday, Day 5 Morning: 9:00 am - 12:00 pm, Rome Luiss Campus

Exam and Awards ceremony