Marketing

3 semester credits.The primary purpose of this course is to provide marketers with an in-depth understanding of product development practices including innovation, product strategy and processes, customer needs, identification, idea generation, concept development and optimization, forecasting, and launch. The course will analyze the marketing development strategies of new entrepreneurial companies with low budgets and little or no brand development. An important component of the coursework features hands-on approaches to real-life business problems that require application of topics learned in the classroom. Students will be introduced to highly creative and effective experiential forms of learning ranging from case studies to business plans, entrepreneurs in the classroom, conducting entrepreneurial audits, working with concepts of marketing inventions, and consulting projects. Furthermore, students will be part of a dedicated lab team of cross-disciplinary learners led by faculty and advisers, and will collaborate with executives and representatives from real companies on comprehensive business issues.  Coursework includes site visits to local companies and special guest lectures from local prominent entrepreneurs.

6 semester credits.The primary purpose of this course is to provide marketers with an in-depth understanding of product development practices including innovation, product strategy and processes, customer needs, identification, idea generation, concept development and optimization, forecasting, and launch. The course will analyze the marketing development strategies of new entrepreneurial companies with low budgets and little or no brand development. An important component of the coursework features hands-on approaches to real-life business problems that require application of topics learned in the classroom. Students will be introduced to highly creative and effective experiential forms of learning ranging from case studies to business plans, entrepreneurs in the classroom, conducting entrepreneurial audits, working with concepts of marketing inventions, and consulting projects. Furthermore, students will be part of a dedicated lab team of cross-disciplinary learners led by faculty and advisers, and will collaborate with executives and representatives from real companies on comprehensive business issues.  Coursework includes site visits to local companies and special guest lectures from local prominent entrepreneurs. This course includes experiential learning hours with our Community Engagement Member Institutions (CEMI). CEMI are dynamic learning environments created to foster learning through a structured interaction with the community. In addition to regular lecture hours, students will be involved in learning by doing through real projects and integration with the local population and territory in order to remove cultural and learning barriers as well as to develop a strong likelihood for success in life. The experiential learning hours are fully supervised by instructors who track students step by step during their learning experience, monitor and advise according to student needs, and support student initiative. This unique learning model allows students to benefit from an all-encompassing educational experience based on theory and practice in real enterprises, learning of comprehensive operational processes, problem-solving, leadership, and management.

3 semester credits. This course is an introduction to marketing and merchandising concepts in the fashion industry. Emphasis is placed on the apparel and accessory industry in Italy. Students learn terminologies specific to the field. Topics include the meaning of the ‘brand’ in today's consumer market, how to forecast trends, the product supply chain, the vertical business model and outsourcing, visual merchandising, advertising, different forms of in store and non-store retail, consumer behavior and profiles, and store location and design. On-site visits to fashion retailers in Florence are an integral part of this course with suggested field trips to local designers as well as to fashion museums such as the Gucci Museum. Other topics include: Product development cycle of the fashion industry: the initial forecast, consumer analysis, marketing plans, sourcing and presenting the product. The importance of retail marketing and ‘experience shopping’ - visual merchandising through analysis of store layout. The course will also cover market research and target customer identification, visual merchandising, direct marketing, internet and social media, and traditional advertising, and will focus on how to generate media attention through public relations (press relations, press kit releases, sponsorships, events, etc.).

3 semester credits. The world of global fashion is becoming increasingly complex as the market evolves. This course is designed to respond to the challenges presented by the competitive environment that the fashion industry is facing. Students will acquire knowledge on how to develop strategic fashion marketing plans in order to respond to continuous economic and environmental changes. In addition, students will learn how different business environments require equally different strategic and competitive behavior from the players involved. A number of fashion business case studies will be analyzed with a particular emphasis on the Italian market. Branding and brand management will be an integral part of the course, especially with regards to how brands acquire and sustain value in the marketplace. The course explores how successful marketers develop, manage, and protect brands. A focus on successful case histories, visits to fashion enterprises, as well as case analyses will complete the course and help students gain practical examples of how markets adapt and grow in this highly competitive industry. Prerequisites: Introduction to Fashion Marketing, Introduction to Marketing, or equivalent.

3 semester credits. This course is designed for non-business majors and introduces students to the role of marketing within a business. Through a combination of lectures, case studies, readings and simulations, students will address analytical marketing concepts and techniques developed from economics, psychology, statistics, and finance in order to plan and develop products and services to satisfy the needs of target customers. Topics include product planning, pricing, promotion, advertising, distribution policies, targeting, and market research techniques.

3 semester credits. This course explores the intangible approach to marketing practices and conceptualizing the field of marketing. Topics will examine the notion of sales strategies that look beyond the physicality of “items” to focus on the immaterial dimensions of products and value-based assets, as well as emerging marketing trends that employ the senses as tools of enhancement. Students will engage with the main components and principles of intangible marketing, analyze the intangible in core elements of products, and learn how to dematerialize products and services. As students are challenged to rethink the instruments in the marketing toolbox, they will also explore the impact of intangible factors on tangible ones while evaluating the overall impact on consumer experience and satisfaction.

3 semester credits. This course further develops the main principles of marketing by exploring the strategic implications of marketing in different countries and cultures and identifying specific marketing techniques and the modifications necessary to accommodate cultural differences. Topics include global marketing, marketing planning, segmentation, culture and business customs, political and legal factors and restraints, economic and technological development, and the international monetary system. Prerequisites: Introduction to Marketing or equivalent.

3 semester credits. The course provides an understanding of how to market for visual and performing arts organizations and culminates in the creation of a strategic marketing plan. The course starts with an overview of various arts and cultural models. Topics include marketing theory and applications for cultural organizations, strategic marketing for creative industries, marketing an experience, niche marketing, audience development (targeting, segmentation, etc.), audience engagement, market research, pricing strategies, fundraising, public relations strategies, and integrated marketing communications such as advertising, social media, and promotional strategies.

3 semester credits. The course discusses and analyzes major marketing themes and concepts. Students will examine the influences a marketing plan has on Product definition (market of reference and segment analysis), Price, Place (distribution channels), and Promotion. Topics include an introduction to marketing, marketing planning, product concepts and product management, segmentation, targeting and positioning, consumer buying behavior, promotional activities, channels of distribution, and pricing concepts. The course will also discuss a valid approach to the marketing process, from analysis to planning, implementation, and control of programs designed to generate the desired exchanges with target markets for the purpose of achieving organizational objectives.

3 semester credits. This course focuses on the link between decision-making as related to marketing research and marketing management. Core topics revolve around the concept of new products and provides an overview of the main theories and models of new product development. Students will gain a clear understanding of the different approaches of research design, and the selection and application of qualitative and quantitative research processes. Principles of measurement and scaling techniques are included in this course, as well as questionnaire planning and design. Students will gain a solid knowledge of how to collect, prepare analyze, and report data according to product development criteria. Prerequisites: Successful completion of an undergraduate degree is required for this course.

3 semester credits. This course begins by focusing on the social and environmental issues central to the debates, forums, events, and activities taking place within both public and private sectors. An important issue to be analyzed is how the emphasis on "doing" and "contributing" does not does not always account for increasing awareness or properly processing non-profit operations. Considering that fundraising is based on communication and the promotion of activities allows the public to be involved and generates a higher level of support, the course presents digital and non-conventional marketing tools for more effective outreach. Students apply social marketing, lab activities, and real-life situations through collective participation in order to foster and conceive an effective approach to wider contexts such as ICT in non-profit marketing. Prerequisites: Introduction to Marketing.

6 semester credits. This course begins by focusing on the social and environmental issues central to the debates, forums, events, and activities taking place within both public and private sectors. An important issue to be analyzed is how the emphasis on "doing" and "contributing" does not does not always account for increasing awareness or properly processing non-profit operations. Considering that fundraising is based on communication and the promotion of activities allows the public to be involved and generates a higher level of support, the course presents digital and non-conventional marketing tools for more effective outreach. Students apply social marketing, lab activities, and real-life situations through collective participation in order to foster and conceive an effective approach to wider contexts such as ICT in non-profit marketing. This course includes experiential learning hours with our Community Engagement Member Institutions (CEMI). CEMI are dynamic learning environments created to foster learning through a structured interaction with the community. In addition to regular lecture hours, students will be involved in learning by doing through real projects and integration with the local population and territory in order to remove cultural and learning barriers as well as to develop a strong likelihood for success in life. The experiential learning hours are fully supervised by instructors who track students step by step during their learning experience, monitor and advise according to student needs, and support student initiative. This unique learning model allows students to benefit from an all-encompassing educational experience based on theory and practice in real enterprises, learning of comprehensive operational processes, problem-solving, leadership, and management. Prerequisites: Introduction to Marketing.

3 semester credits. This course focuses on exposure to sales and retail through an understanding of the strategies related to the supply chain, competitors, suppliers, and customers. Coursework will provide students with the knowledge of the tools and decisions applied by international and Italian companies to maintain clientele loyalty. The managerial component of the course will also give students an understanding of basic management methods in terms of product flow, marketing tools, and geography-specific analysis in retail marketing.

6 semester credits. This course focuses on exposure to sales and retail through an understanding of the strategies related to the supply chain, competitors, suppliers, and customers. Coursework will provide students with the knowledge of the tools and decisions applied by international and Italian companies to maintain clientele loyalty. The managerial component of the course will also give students an understanding of basic management methods in terms of product flow, marketing tools, and geography-specific analysis in retail marketing. This course includes experiential learning hours with our Community Engagement Member Institutions (CEMI). CEMI are dynamic learning environments created to foster learning through a structured interaction with the community. In addition to regular lecture hours, students will be involved in learning by doing through real projects and integration with the local population and territory in order to remove cultural and learning barriers as well as to develop a strong likelihood for success in life. The experiential learning hours are fully supervised by instructors who track students step by step during their learning experience, monitor and advise according to student needs, and support student initiative. This unique learning model allows students to benefit from an all-encompassing educational experience based on theory and practice in real enterprises, learning of comprehensive operational processes, problem-solving, leadership, and management.

3 semester credits. This course is designed for students who seek to gain an in-depth understanding of the sporting goods industry in Italy. The topics addressed in class include the analysis of market size and segmentation, assessment of product distribution channels, and an evaluation of product licensing and advertising strategies. The course integrates a lecture component and an experiential component that will expose students to a real-life business project in collaboration with local sporting companies. This class includes experiential learning with CEMI.

3 semester credits. 20th and 21st century development has witnessed the evolution and revolution in business communication. The birth of the web was the inspiration that led to a different form of interaction and engagement between companies and customers, such as a growing customer participation in the creation and development of the business image. This course features web marketing that is based on practices and principles applicable to all sectors and is also suitable for the small and medium-sized enterprises who were previously cut off from traditional mass media promotion for budget reasons. The web will be considered beyond the concept of sites and focus substantially on the social networks. The social aspect of marketing communication online is a striking feature of the web today, where engagement and conversations occur not only between customers but also between companies and customers to stimulate the most powerful communication tool: word of mouth. Prerequisites: Introduction to Marketing.