Management "Made in Italy": Food, Luxury, Fashion and Design
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Luiss Summer University 2021: Management “Made in Italy”
Management “Made in Italy”:
Food, Luxury, Fashion and Design
Summer University in Business and
Management
WEEK 1: July 12 – July 16
WEEK 2: July 19 – July 23
(09:00 a.m. – 12:45 p.m. / 02:00 p.m. – 05:45 p.m.)
1 of 12Luiss Summer University 2021: Management “Made in Italy”
General information
Credits: 8 ECTS (two-week program); 4 ECTS (one-week program)
Hours: 56 (two-week program); 28 (one-week program)
Faculty Board: Prof. Michele Costabile, Prof. Marco Francesco Mazzù, Prof. Carlo Fei
Academic Coordinator: Prof. Marco Francesco Mazzù
e-mail: mmazzu@luiss.it
Course description
This course introduces students to the latest business strategies of luxury niche and global players in
industries where creativity, innovation, and exclusiveness are the key factors for success. The program adopts
a cross-industry approach, analyzing operating and innovation strategies performed by leading Italian
companies in industries including fashion, design, automotive, luxury yachting, hi- tech, food, and beverages.
Special emphasis is placed on the actual implementation of these strategies. Successful businessp e o p l e
and entrepreneurs will open the doors of their companies to tell their stories and share their business
secrets.
Course prerequisites
None. Course pre-reading
Course objectives and learning outcomes
At the end of the course, students will be able to:
• Understand the fundamental business models of “Made in Italy” and why their structure might
differ across various industries
• Learn how successful Italian companies adapt, implement and execute the latest marketing and
innovation strategies
• Know how to build and manage successful business in the digital era
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• Apply the acquired knowledge and insights to business cases and to solve business issues
3 of 12Luiss Summer University 2021: Management “Made in Italy”
Course grading
The grading components of the two-weeks program are divided into the following percentages:
• 40% first week exam
• 40% second week exam
• 20% class participation
The grading components of the one-week program are divided into the following percentages:
• 80% exam
• 20% class participation
Luiss University does not offer Pass/Fail grades or Incompletes, but the following grading system is
applied:
Luiss grades Definition US grading system*
30 e lode A+
Excellent
30 A
29 Very good A-
28 B+
Good
27 B
26 B-
25 C+
Satisfactory
24 C
23 C-
22 D+
21 D
Sufficient
20/19/18 D-
or = to 18 will be registered and reported on the official transcript. Students who will obtain a final grade < of 18 (F)
will receive a declaration, issued by the Summer University Office, reporting this information.
The table below is up to the student, before the departure to check with his/her home university how the
Italian grades will be converted in their home university grades.
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Student assessment
• Students will be assessed through two short and closed-book written exams. Each exam will be at
the end of the week.
• Exams will consist of a multiple-choice section and/or an essay questions (max. 300 words per
question) concerning the main topics of the course.
• The use or abuse of proper grammar and sentence structure correct or incorrect spelling, along
with appropriate or inappropriate financial language and terminology will have a significant impact
on your grade.
• Remember that the dates of exams CANNOT be changed for any reason, so please organize your
personal schedule accordingly.
• Please note: Students with learning disabilities who may need special provisions during exams are
required to contact the Luiss Summer University Staff beforehand.
Class participation
Speaking up in class will be highly encouraged and welcomed. It will be expected that students actively
listen to their classmates, pay attention, and participate in the class by reading assignments, doing
homework and contributing to the overall class environment.
Students will be evaluated based on their ability to understand and apply all acquired knowledge to
class/team discussions. Each student will be expected to provide opinions, feedback and challenge the
lecturer's and other students' assumptions, in a respectful manner. A correct, active and responsible
participation is highly recommended otherwise the participation grade will be strongly affected.
Teaching methodology
Classes will reflect a multi-method methodology, comprising:
• Lectures
• Discussions
• group work
• video materials
Morning sessions will be based on lectures in class with slides which will introduce students to the
specific topics. It will be followed by discussions with practical examples, group presentations and
teamwork activities.
Afternoon sessions will include online presentations and/or business case discussions by leading
business people and entrepreneurs who will open the doors of their companies to tell their stories and
share their business secrets.
Course readings/resources
Teaching materials will be provided in class for free. Buying books or any other teaching materials is
5 of 12Luiss Summer University 2021: Management “Made in Italy”
not compulsory. All lectures include a perfect blend of applied knowledge, case histories and insights
from consulting projects that are perfectly integrated in the traditional business models and
frameworks found in the top economics and marketing journal articles.
Examples of readings used during the course:
Aaker, D.A., “Measuring brand equity across products and markets”, California Management Review,
38, pp. 102.120
Aaker, J. (1997), “Dimensions of brand personality”, Journal of Market Research, 34, pp. 492-508 Avery J,
Fournier S. and Wittenbraker J. (2014), “Unlock the mysteries of your customer relationship”, HBR
Bertoli, G., (2013) “International marketing and the country of origin effect: The global impact of ‘Made
in Italy', Edward Elgar Publishing
Caiazza, R. and Volpe T. (2014), “Agro-food firms' competitiveness: Made in Italy in the world",
International Review of Management and Business Research, 3, no. 3, 1790.
Edelman D. and Singer M. (2015), “Competing on customer journeys”, HBR
Keller, K.L. (1993), “Conceptualizing, measuring, and managing customer brand equity”, Journal of
Marketing, 57, pp. 1-22
Immacolata, V. (2014), “The Made in Italy" beyond the growth": The food system green oriented”,
Rivista di Studi sulla Sostenibilita.
Mazzù, Brand Development through Brand Extension and Licensing: Pininfarina Extra (2020)
Course schedule
Please keep in mind that the contents of individual classes may be slightly modified according to the progress
of the class.
Week 1 – Food, Wine and Tech - Design
Lessons Content/Material covered Activities Notes
Outline of the syllabus; introduction to main topics and issues; Introduction to the Course
aims, methods and expectations. Review and its topics
Intro and fundamentals of “Made in Italy” syllabus, Made in Italy phenomenon,
12 July 2021 Prof. Marco Francesco Mazzù, Professor of Marketing, expectations, emblematic of quality:
(9.00 - 10.45 am) Luiss University projects applying theory to practice
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Made in Italy in Luxury Super-Yachts: Sanlorenzo, a successfull
12 July 2021 business model Online
(11.00 am - 12.45 Dott.ssa Carla Demaria, CEO Bluegame, Board Member at presentation, Marketing strategy and how it
pm) SanLorenzo Yachts discussion embodies "Made in Italy"
Lecture,
Internationalization strategies of Made in Italy Firms participation
12 July 2021 Prof. Antonio Majocchi, Professor of International Business, and Case studies of creative and
(2.00 – 3.45 pm) Luiss Univeristy discussion successful business models
Lecture,
Food “Made in Italy” participation Best practices and business
12 July 2021 Ph.D. Carmela Donato, Lecturer of Marketing, and models. Readings will be
(4.00 – 5.45 pm) Luiss University discussion distributed in the class
Innovation and sustainability in “Made in Italy”
13 July 2021 Pietro De Giovanni, Professor of International operations and Best practices and business
(9.00 am – 10:45 Supply Chain Lecture and models. Readings will be
am) Luiss University discussion distributed in the class
Made in Italy: IP and legal protection against counterfeiting and Online
13 July 2021 Italian sounding presentation,
(11.00 – 12.45 pm) Paola Ghezzi, Partner, CMS Adonnino Ascoli & Cavasola Scamoni discussion Presentation and Q&A
13 July 2021 The ultimate luxury sports car: Lamborghini Online Successful elements of the
(2.00 pm – 3.45 Paolo Poma, Chief Financial Officer & Managing Director, lecture, industrial strategy and how
pm) Lamborghini discussion they embody “Made in Italy”
13 July 2021 Online Successful elements of the
(4.00 pm – 5.45 The ultimate luxury motorbyke: Ducati, MV-Agusta, Enrico lecture, industrial strategy and how
pm) D’Onofrio, former CFO Ducati, CEO MV-Agusta discussion they embody “Made in Italy”
Lecture,
Food “Made in Italy” participation Best practices and business
14 July 2021 Ph.D. Carmela Donato, Lecturer of Marketing, and models. Readings will be
(9.00 am – 10:45) Luiss University discussion distributed in the class
Lecture,
participation Best practices and business
14 July 2021 Wine “Made in Italy” and models. Readings will be
(11.00 – 12:45 am) Antonio Capaldo, President Feudi San Gregorio discussion distributed in the class
14 July 2021 Mastering food ingredients up to excellence Online
(2.00 pm – 3.45 Raoul Romoli Venturi, Communication and Public Relations presentation,
pm) Director, Ferrero discussion Ferrero history and strategy
14 July 2021 Food Italian products and their communication worldwide – Online
(4.00 pm – 5.45 common traits and unique elements presentation, Case studies and in-class
pm) Roberta Parollo, Communication expert discussion discussion
15 July 2021
(9.00 am – 10:45 Luxury Design-Tech “Made in Italy” – The Yachting industry Online Best practices and business
am and 11.00 – Prof. Marco Mazzù, Professor of Marketing, presentation, models. Readings will be
12:45 am) Luiss University discussion distributed in the class
Lecture and
discussion of
15 July 2021 disciplinary Best practices and business
(2.00 pm - 3.45 Branding “Made in Italy” – Intro perspectives models. Readings will be
pm) Prof. Marco Mazzù, Professor of Marketing, Luiss University on branding distributed in the class
7 of 12Luiss Summer University 2021: Management “Made in Italy”
15 July 2021 Luxury Yachts: Excellence in design – Online Presentation on design
(4.00 pm - 5.45 Mario Pedol, Designer of Sailing and Mega-Yacht, and designer of presentation, insights, distinctive elements
pm) Azzam, the largest Mega-Yacht in the world discussion of "Made in Italy" and Q&A
16 July 2021
(9.00 am - 11.00
am) EXAM
Week 2 – Fashion and Luxury
Lecture,
19 July 2021 In search for uniqueness participation
(9.00am - 10.00 Prof. Marco Francesco Mazzù, Professor of Marketing and student Readings will be distributed in
am) Luiss University discussion the class
Lecture,
19 July 2021 Introduction to Luxury and Fashion participation
(10.15 am - 1.00 Prof. Carlo Fei, Professor of Fashion Management, and student Readings will be distributed in
pm) Luiss University discussion the class
19 July 2021 Value creation & excellence: Bulgari, Rome Online Company Presentation:
(2.00 pm – 3.45 Company presentation by Vincenzo Pujia, Europe Managing presentation, Bulgari strategy and how it
pm) Director, Bulgari discussion embodies “Made in Italy”
Brand Luxury Experience and the “next normal”
19 July 2021 Luca Romano and Enrico Ciccone, Business Development, Loro Online
(4.00 pm – 5.45 Piana presentation, Readings will be distributed in
pm) Prof. Carlo Fei and Prof. Marco Mazzù discussion the class
20 July 2021 “Made in Italy”: Roots, Future, Experience, Sustainability, Lecture,
(9.00 am – 10:45 Coolness participation
am and 11.00 – Prof. Carlo Fei, Professor of Fashion Management, Luiss and student Case study analysis. Readings
12:45 am) University discussion will be distributed in the class
20 July 2021 Online Company Presentation: Brioni
(2.00 pm – 3.45 Luxury, Craftsmanship, Timeless Creativity and Style: Brioni presentation, industrial strategy and how it
pm) Jason Rimondi, WW Shoes and Leather Goods Merchandisinf discussion embodies “Made in Italy”
Lecture,
20 July 2021 Innovation Management & Market Strategy “Made in Italy” participation
(4.00 pm – 5.45 Prof. Rumen Pozharliev, Professor Neuromarketing and Services and student
pm) marketing, Luiss University discussion Case study analysis
21 July 2021 Luxury and Fashion Management Fundamentals: The Italian Lecture,
(9.00 am – 10:45 Way participation
am and 11.00 – Prof. Carlo Fei, Professor of Fashion Management, Luiss and student
12:45 am) University discussion Case study analysis
21 July 2021 Online Management Presentation:
(2.00 pm – 3.45 Scout, train and develop talents to nurture Made in Italy presentation, HR, talent management and
pm) Antonio Fornaroli, Human Resource Director, Moncler discussion “Made in Italy”
Fashion and Luxury Engagement and communication in the next
21 July 2021 normal - Online
(4.00 pm – 5.45 Veronica Civiero, The importance of digital and social media for presentation, Presentation, case study and
pm) luxury, Facebook global Solution Manager discussion Q&A
8 of 12Luiss Summer University 2021: Management “Made in Italy”
Lecture,
Sustainable fashion. Market trends and customers needs participation
22 July 2021 Dott.ssa Valeria Mangano, Founder, Made in Italy Luxury, former and student
(9.00 am – 10:45) AltaRoma CEO discussion Case study analysis
Online
22 July 2021 Maximizing the value of Made in Italy brands through licensing presentation, Case studies and in-class
(11.00 – 12:45 am) Chiara Occulti, SVP Brand&Communication Luxottica discussion discussion
22 July 2021 Online
(2.00 am – 3.45 Luxury, Craftsmanship, Timeless Creativity and Style presentation, Bulgari strategy and how it
pm) Giulia Bernardi, High Jewelry Contents Manager at Bulgari discussion embodies “Made in Italy”
Presentation, case study and
22 July 2021 Luxury, Craftsmanship, Timeless Creativity and Style Online Q&A AEFFE Group: Alberta
(4.00 pm – 5.45 Dr. Simone Badioli, CEO AEFFE S.p.A. presentation, Ferretti, Moschino, Pollini,
pm) Dr. Marcello Tassinari, Group Managing Director Aeffe S.p.A. discussion Philosophy
23 July 2020
(9.00 am - 11.00
am) EXAM + Second week awards ceremony
NB: Should the instructor be unavailable; a substitute teacher will give the scheduled or a prepared alternative
lecture at the regular class time.
Online Presenters/Companies
The following online presentations from leading Italian companies are scheduled:
Week 1
• CMS Adonnino Ascoli & Cavasola Scamoni
• Ferrero
• Feudi San Gregorio Winery
• Lamborghini
• Mario Pedol – Nauta Design
• SanLorenzo Yachts
Week 2
• Aeffe Group: Alberta Ferretti, Moschino, Pollini, Philosophy
• Bulgari
• Loro Piana
• Moncler
Luiss course policies
Attendance Regulations
9 of 12Luiss Summer University 2021: Management “Made in Italy”
Course attendance is a primary requirement for a responsible learning experience at Luiss University.
• Students, in order to be allowed to take the exam and to obtain the course attendance certificate,
must attend at least 90% of hours of lessons and activities which are reported on the course
syllabus.
• The attendance is counted on a weekly basis.
• Punctuality is mandatory. Students must arrive in class on time: any lateness, leaving class during
the lesson without notice, not showing up on time after the break, or leaving earlier, will impact
the percentage of presence.
• Students are responsible for keeping track of their absences and for catching up on any missed
work.
• Make-up classes are always mandatory as part of the course program.
• For no reason (i.e., religious holidays, travel plans, family matters, etc.) absences will be excused.
• Students will receive an “F” on each exam they miss.
• Students who leave Luiss University before the end of the course he/she is enrolled in, must fill out
an Official Withdrawal Request form and return it to Luiss Summer University Office. Students are
allowed to withdraw from the courses up to the day before the weekly exam and they will receive
an official withdrawal declaration. Students who leave Luiss University without submitting the form
will receive an “F” in each non-completed course. In all cases, students will not be eligible for
credits nor receive a refund.
• Students who do not attend more than 10% of hours of lessons and activities reported on the
course syllabus will have no credits awarded and, without signing the Official Withdrawal Request
Form will receive F as final grade.
Please note: It is the student’s responsibility to catch up on any missed work and to keep track of his or
her absence/tardiness.
Assignment submissions
Late submissions of assignments, including papers, are not accepted. If an assignment is submitted after the
deadline, the grade for the assignment will be an F = 0 points, which may adversely impact the Final Grade of
the course.
Scheduling Conflict
If, on occasion, a class has a scheduling conflict with another class (due to a simultaneously scheduled make-
up class, site visit, etc.), the student is required to inform both lecturers in advance, allowing them to prepare
a formal justification for the class that will be missed. Even though an absence may be excused, students must
10 of 12Luiss Summer University 2021: Management “Made in Italy”
be aware that there is no possibility of making up any assessed in-class activities they may have missed and
no refund will be given for pre-paid visits/field trips.
Etiquette
• Electronic devices (cell phones, Smartphones, iPods, iPads, laptops, etc.) must be switched off
during class, unless otherwise instructed.
• Students’ behavior must be informed by the principles of dignity, decorum and respect.
• Students must dress in a sober and dignified manner on university premises, keeping in mind they
are in an academic institution.
Please note: Instructors who find that a student’s behavior is inappropriate will seek to talk to him/her
immediately; if the behavior continues, the instructor is required to contact the appropriate Luiss authority.
Academic Honesty
All student work will be checked for plagiarism.
According to the Luiss Summer University Code of Conduct, “Violations include cheating on tests, plagiarism
(taking words or texts, works of art, designs, etc., and presenting them as your own), inadequate citation,
recycled work, unauthorized assistance, or similar actions not explicitly mentioned.” Assignments and
projects are specific to individual courses; presenting the same work in two different courses (including
previous courses) is considered recycling and is unacceptable.
Why is plagiarism bad?
• It is unethical.
• The student will fail the paper and possibly the course.
• Professors are required to report it.
• The student will be put on academic probation.
• The student might even be dismissed from college.
Bottom Line: Students MUST cite the sources they use!
NB: Should issues on academic dishonesty arise, the faculty members will adhere to the relevant Luiss
policy and report any suspected cases to the Luiss Course Leader for disciplinary review.
Useful student resources
Internal Luiss Resources
The Luiss Guido Carli Library offers its users a wide collection of both printed and online periodicals.
To see the database of e-journals currently available, users can consult the dedicated page.
The Luiss Library has subscriptions to a number of databases, organized by:
• subject
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• type
• remote access
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