1. Management Made in Italy Food, Fashion, Design & Tech
International Summer Programs
Management Made in Italy Food, Fashion, Design & Tech
Agenda 2018

2. JULY 8 JULY 9 JULY 10 JULY 11 JULY 12 JULY 13 JULY 14 Arrival MORNING
Sunday
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
JULY 8
JULY 9
JULY 10
JULY 11
JULY 12
JULY 13
JULY 14
Arrival
MORNING
Free time
in Rome
WELCOME AND INTRODUCTION TO THE COURSE
(Michele Costabile – Professor of Marketing and Entrepreneurshuip - Course Director)
WARM-UP SESSION
Doing Business in Italy (Raffaele Marchetti – Political Scientist and Editorialist)
LECTURE CONTENT:
Italy: from post-WWII to 2018
Italy’s position in the international system
Italy in the EU
Debate on risk and opportunities of doing business in Italy
Debate on investment attraction
Guest speaker:
Francesco Galietti-CEO PolicySonar - Diplostrategist
LECTURE
Consumer Behavior “Made in Italy”: an Anthropological Perspective
(Piero Vereni, Anthropologist – Professor II University of Rome)
COMPANY VISIT & SEMINAR
ICE - Italian Trade Agency - Ministry of Economic Development, Rome
SEMINAR TOPIC:
New Strategies to Promote “Made in Italy” in the World
(Michele Scannavini, President ICE)
LECTURE
Food Evolutionary Strategy in the tech innovation era:
The food-tech fundamentals
(prof. Michele Costabile and Marco Gaiani – Food&Tech expert)
LECTURE CONTENT:
Food competition around the world: the “Made in Italy” positioning strategy
Tech innovations: threath or opportunities?
Combining hi-tech and hi-touch: the big “Made in Italy” challenge for food brands
LECTURE
Fundamentals of Product & Brand Management
(Professor Michele Costabile)
LECTURE CONTENT:
Product differentiation
and competitive positioning
Brand-telling: the food experience
COMPANY VISIT & SEMINAR
Consorzio del Culatello di Zibello, Parma
SEMINAR TOPIC:
Design and Management of a New Luxury Heritage
(Massimo Spigaroli – Chef, Entreprenuer, Presidente Culatello di Zibello)
Self-study
AFTERNOON
LECTURE
Inside “Made in Italy”: Roots, Future and Sustainability
(Carlo Fei – Senior Partner ICM Advisors and Adjunct Professor of Fashion Management)
LECTURE CONTENT:
The origins of Italian manufacturing tradition: from arts and crafts to industrial districts
The competitive advantage of beautiful and well-made in Italy
Mantaining competitive advantage by acting on the soft and hard levers that the market requires
The new strategic pillar of “Made in Italy”: beautiful, well-made and sustainable
Welcome cocktail
AFTERNOON
COMPANY VISIT & SEMINAR
Eataly, Rome
SEMINAR TOPIC:
Food Excellence and Global
Go-To-Market Strategy in a Market Experiencing Digital Transformation
(Andrea Casalini, CEO Eataly.net)
AFTERNOON
COMPANY VISIT & SEMINAR
Antinori Winery, Bargino (Florence)
SEMINAR TOPIC:
Wine Global Marketing: Challenges and Opportunities: the Antinori Way of Doing Business
(Alessia Antinori – CEO Antinori)
AFTERNOON
COMPANY VISIT & SEMINAR
Parmigiano Reggiano Vacche Rosse (speaker TBD)
Return to Rome
Self-study
AFTERNOON
Exam on case study
Eataly Rome
Dinner
LUISS Summer University
Management Made in Italy
Agenda 2018

3. JULY 15 JULY 16 JULY 17 JULY 18 JULY 19 JULY 20 JULY 21 MORNING
Sunday
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
JULY 15
JULY 16
JULY 17
JULY 18
JULY 19
JULY 20
JULY 21
MORNING
LECTURE
Luxury&Fashion Management: the Italian Way
(Professor Carlo Fei – ICM Advisors)
LECTURE CONTENT
Luxury fashion – definition, global and Italian fashion industry statistics and latest trends in luxury fashion
What makes Italy so luxurious? How Italy’s international fashion industry came into its own
Reaching the new luxury consumer – customer experience and co-creating of value
How fashion brands can seize the opportunity to connect with Italian value to maintain their position in the luxury market
LECTURE
Innovation Management and Furniture Design
(Professor Stefano Micelli Università Ca’Foscari Venezia)
LECTURE CONTENT
The evolution of design in the world
Italian design industry – specifics, creativity, strengths and opportunities
The pipeline
Markets, segments and future
Key players in Italian furniture design The evolving customer – new ways
to create value
COMPANY VISIT & SEMINAR
Triennale, Milan
SEMINAR TOPIC
Art Enhancing Design and Design Fostering the “Made in Italy” Premium Value Proposition
(Elena Tettamanti,
President Amici della Triennale)
(Silvada Annicchiarico, Director Design Museum)
COMPANY VISIT
Cassina, Meda (Milan)
(TBD)
Self-study
Free time
AFTERNOON
COMPANY VISIT & SEMINAR
Fendi, Roma
SEMINAR TOPIC
Luxury & Fashion Management
(Professor Carlo Fei – ICM Advisors)
AFTERNOON
PRACTICAL SESSION
Innovation Management and Furniture Design
(Professor Stefano Micelli Università Ca’Foscari Venezia)
AFTERNOON
COMPANY VISIT & SEMINAR
Camera Nazionale della Moda Italiana, Milan
SEMINAR TOPIC
Sustainability as Basic Value of the Italian Fashion Industry
Special Projects and Activities in Support of Emerging Brands
Fashion Hub Market Fashion Lab (speaker – TBD)
AFTERNOON
Return to Rome
Self-study
AFTERNOON
Exam on case study
LUISS Summer University
Agenda 2018
Management Made in Italy

4. JULY 22 JULY 23 JULY 24 JULY 25 JULY 26 JULY 27 MORNING MORNING
Sunday
Monday
Tuesday
Wednesday
Thursday
Friday
JULY 22
JULY 23
JULY 24
JULY 25
JULY 26
JULY 27
MORNING
LECTURE
Luxury Hi-Tech “Made in Italy”:
Luxury Mega Yacht
(Professo Marco Mazzù – Fincantieri)
LECTURE CONTENT
Luxury yachting – market description, segmentation, evolution, sizing: supply and demand side
Luxury yachting – main players and leadership in different segments
Italian leadership on luxury yachting
Key buying factors and unique elements that drive performance
Blending technology and luxury
– a successful case
“Technology of beauty” guiding interior and exterior design to shape a complex high-tech product
MORNING
LECTURE
B2B “Made in Italy”
(Professor Marco Mazzù – Fincantieri)
LECTURE CONTENT
Fundamentals on B2B marketing & branding
Main differences between B2C and B2B marketing
Case example of successful B2B products
Combining Italian entrepreneurship mindset with go-to-market approaches
“Marketing of One”: the case and peculiarities of production in small series
MORNING
COMPANY VISIT
Ferrari Museum, Maranello (Bologna)
MORNING
COMPANY VISIT
Benetti Luxury Yachts, Viareggio (Livorno)
SEMINAR TOPIC
Benetti Heritage, Philosophy and Values
Benetti Customer Relationship Management (CRM)
Achieving Excellence in Blending Technology, Quality, Design
and Luxury
(speaker – TBD)
MORNING
Final exam
AFTERNOON
CASE STUDY
Luxury Hi-Tech “Made in Italy”
(Professor Marco Mazzù – Fincantieri)
Meet a yacht designer
(Marco Casali or Andrea Vallicelli)
AFTERNOON
LECTURE
Digital Marketing for Small
and Medium-Sized Enterprises (SME): the Case of International Expansion
(Professor Marco Mazzù – Fincantieri)
LECTURE CONTENT:
Introduction to digital marketing Key digital marketing tools Digital for internationalization Benefits for SMEs
Case examples
AFTERNOON
Travel to Viareggio
Self-study
AFTERNOON
Self-study
AFTERNOON
Certificate ceremony
LUISS Summer University
Agenda 2018
Management Made in Italy