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JOHN CABOT UNIVERSITY

COURSE CODE: "ITS/BUS 260"
COURSE NAME: "Made in Italy: The Italian Business Environment"
SEMESTER & YEAR: Spring 2022
SYLLABUS

INSTRUCTOR: Giulia Rossi
EMAIL: [email protected]
HOURS: MW 11:30 AM 12:45 PM
TOTAL NO. OF CONTACT HOURS: 45
CREDITS: 3
PREREQUISITES:
OFFICE HOURS:
COURSE DESCRIPTION:
The course analyzes the Italian Business environment, the characteristics of its culture and its inner workings. Students will be able to understand the different types of Italian corporate cultures and the role of family businesses in Italy. The course allows students to assess some of the most popular Italian brands and learn why "made in Italy" is a leading brand in the world, despite recent influences and threats from foreign investors. Company cases and special guests will be an important part of this course and will allow students to relate theory to practice.
SUMMARY OF COURSE CONTENT:

Students will first explore why Italy’s business environment can be considered a relationship oriented culture rather than an information oriented one and analyze what this entails in terms of business practice and etiquette. They then study different management styles in Italy and the geographical and other factors that affect them. The course then examines the influence of the European Union on Italian corporate activity, the challenges faced by foreign companies in Italy, as well as recent developments in the country’s job market and labor laws. It then focuses on specific types of Italian companies and the important role of business districts, using a range of case-studies of brands and industries (such as FIAT, Eataly, Italian Parma cheese…) in order to analyze their development, challenges and strategies and to evaluate the reasons for the success of “Made in Italy brands”.
LEARNING OUTCOMES:

By the end of this course, students should be able to:

•                    understand the different features of Italian business culture, etiquette and management styles and explain these through theories of relationship oriented cultures vs. information oriented cultures

•                    be able to explain the features of the Italian job market and regulations affecting it

•                    understand the relationship between Italian businesses and international actors and institutions

•                    explain the role of major Italian business districts and family firms in the country

•                    analyze what makes “made in Italy” a brand and evaluate how the recent economic downturn has threatened the concept of “made in Italy”

•                    successfully navigate business databases to collect and analyze relevant materials on Italian businesses
TEXTBOOK:
NONE
REQUIRED RESERVED READING:
Book TitleAuthorPublisherISBN numberLibrary Call NumberComments
Money- International MarketingCateora, GillyGraham. Cateora, Gilly, Graham, Money- International Marketing, chapters 4 and 5
Mondo Agnelli: Fiat, Chrysler, and the power of a dynastyClark, JJohn Wiley & Sons. .  
Forms of enterprise in 20th century Italy: Boundaries, structures and strategiesColli, A., & VastaCheltenham, UK: Edward Elgar..  
Industrial districts and the collapse of the Marshallian model: Looking at the italian experience.De Marchi V., and Grandinetti R. Competition And Change. doi:10.1179/1024529413Z.00000000049
The Brand Made in Italy: A critical analysisTemperini, V. Gregori G.L., and Palanga, PDavid Publishing..  

RECOMMENDED RESERVED READING:
NONE
GRADING POLICY
-ASSESSMENT METHODS:
AssignmentGuidelinesWeight
Attendance and participation: ATTENDANCE REQUIREMENTS AND EXAMINATION POLICY You cannot make-up a major exam (midterm or final) without the permission of the Dean’s Office. The Dean’s Office will grant such permission only when the absence was caused by a serious impediment, such as a documented illness, hospitalization or death in the immediate family (in which you must attend the funeral) or other situations of similar gravity. Absences due to other meaningful conflicts, such as job interviews, family celebrations, travel difficulties, student misunderstandings or personal convenience, will not be excused. Students who will be absent from a major exam must notify the Dean’s Office prior to that exam. Absences from class due to the observance of a religious holiday will normally be excused. Individual students who will have to miss class to observe a religious holiday should notify the instructor by the end of the Add/Drop period to make prior arrangements for making up any work that will be missed.10%
TestThe test (individual assignment) will consist in 4 short open questions about the topics already discussed in the class. 20%
Mid-term examMID-TERM EXAM. (individual assignment). It will consist in writing an essay of maximum 1.500 words on one of the topics indicated by the professor.30%
Elevator Pitch EPC Workshop I (online), Thursday, March 17, 10:00am (CET) · EPC Workshop II (online), Thursday, March 17, 1:00pm (CET) · Deadline to submit, Monday, March 28, 8:00am (CET) · Finalists announced Thursday, April 1 · Winners announced Thursday, April 8 There are three categories: business idea (startup), advocacy pitch (social enterprise, non profit or a cause), and personal pitch. The winners in each category will receive a €100 Amazon voucher as a prize. You will find all the additional information, together with the link to the Submission Form, HERE. If you have any questions, do not hesitate to contact [email protected]. PLEASE NOTE: STUDENTS WILL REQUIRE TO PREPARE SEPARATE PITCHES IF THEY ARE SUBMITTING FOR MORE THAN ONE CLASS. 5%
Final project (group or individual assignment): it will consist in a complete oral and written presentation about one of the case histories analyzed during classes. All the case histories must be approved before by the professor. Groups of max 3 people.35%

-ASSESSMENT CRITERIA:
AWork of this quality directly addresses the question or problem raised and provides a coherent argument displaying an extensive knowledge of relevant information or content. This type of work demonstrates the ability to critically evaluate concepts and theory and has an element of novelty and originality. There is clear evidence of a significant amount of reading beyond that required for the course.
BThis is highly competent level of performance and directly addresses the question or problem raised.There is a demonstration of some ability to critically evaluatetheory and concepts and relate them to practice. Discussions reflect the student’s own arguments and are not simply a repetition of standard lecture andreference material. The work does not suffer from any major errors or omissions and provides evidence of reading beyond the required assignments.
CThis is an acceptable level of performance and provides answers that are clear but limited, reflecting the information offered in the lectures and reference readings.
DThis level of performances demonstrates that the student lacks a coherent grasp of the material.Important information is omitted and irrelevant points included.In effect, the student has barely done enough to persuade the instructor that s/he should not fail.
FThis work fails to show any knowledge or understanding of the issues raised in the question. Most of the material in the answer is irrelevant.
-ATTENDANCE REQUIREMENTS:
ATTENDANCE REQUIREMENTS AND EXAMINATION POLICY
You cannot make-up a major exam (midterm or final) without the permission of the Dean’s Office. The Dean’s Office will grant such permission only when the absence was caused by a serious impediment, such as a documented illness, hospitalization or death in the immediate family (in which you must attend the funeral) or other situations of similar gravity. Absences due to other meaningful conflicts, such as job interviews, family celebrations, travel difficulties, student misunderstandings or personal convenience, will not be excused. Students who will be absent from a major exam must notify the Dean’s Office prior to that exam. Absences from class due to the observance of a religious holiday will normally be excused. Individual students who will have to miss class to observe a religious holiday should notify the instructor by the end of the Add/Drop period to make prior arrangements for making up any work that will be missed. The final exam period runs until ____________
ACADEMIC HONESTY
As stated in the university catalog, any student who commits an act of academic dishonesty will receive a failing grade on the work in which the dishonesty occurred. In addition, acts of academic dishonesty, irrespective of the weight of the assignment, may result in the student receiving a failing grade in the course. Instances of academic dishonesty will be reported to the Dean of Academic Affairs. A student who is reported twice for academic dishonesty is subject to summary dismissal from the University. In such a case, the Academic Council will then make a recommendation to the President, who will make the final decision.
STUDENTS WITH LEARNING OR OTHER DISABILITIES
John Cabot University does not discriminate on the basis of disability or handicap. Students with approved accommodations must inform their professors at the beginning of the term. Please see the website for the complete policy.
SCHEDULE

Schedule (please note all guest speakers could be from remote)

 

Week 1

Monday Jan 17: CLASS DELETED

Wednesday Jan 19:  The Italian business culture. (prof. Antonella Salvatore substitution)

READINGS: Materials by prof Antonella Salvatore.

 

Week 2

Monday January 24: Introduction to the course. Complete overview on the syllabus and the guest speakers list.

Wednesday January 26: GUEST LECTURE: Manuela Zanatta (photo editor, stylist Conde Nast Group, Vanity Fair Italia). The Corporate Communication as a distinctive sign of the Italian way to do business in many fields.

READINGS: Materials by the guest speaker. 

 

Week 3

Monday Jan 31: The Italian Business Culture.

Wednesday Feb 2: GUEST LECTURE: Massimo Franchi (BADIANI) 

READINGS: ch. 4 International Marketing/ ch. 4 International Marketing_slides/ Materials by the guest speaker. 

 

Week 4

Monday Feb 7: The Italian business etiquette. Culture, management, style and business systems.

Wednesday Feb 9: GUEST LECTURE: Michela Bonafoni, cultural advisor, fashion trend researcher about Diversity and Inclusion, presents the research about "Counterfaiting in Italy" (focus of fashion, culture, arts)

Friday, February 11 ( Make up day Monday Apr 18: Holiday): GUEST LECTURE: Marie Louise Sciò (PELLICANO HOTELS + ISSIMO)

READINGS: ch. 5 International Marketing/ ch. 5 International Marketing_slides/ Materials by the guest speakers. 

 

Week 5

Monday Feb 14: The impossible turnaround: Sergio Marchionne, FIAT and Chrysler + REVIEW for the TEST (1st assignment)

Wednesday Feb 16: How to manage the heritage: a new way to make business. Corporate Museums. GUEST LECTURE: Fabio Corsini 

Friday, February 18 (make-up day Monday Apr 25/Holiday): CLASS CANCELLED

READING: Mondo Agnelli, introduction + chapter 1

 

Week 6

Monday Feb 21:  Test: (20% of your grade). The test (individual assignment) will consist in 4 short open questions about the topics already discussed in the class. 

Wednesday Feb 23: GUEST LECTURE: Darran Cariani, Sales Director, div. Pharma (MARCHESINI GROUP) 

READING: Materials by the guest speaker. 

 

Week 7

Monday Feb 28: The real meaning and value of the collective brand "Made in Italy" (part 1)

 Wednesday Mar 2: The real meaning and value of the collective brand "Made in Italy" (part 2)

Friday Mar 4: (make-up for Friday February 18th)  review for the test

READING: Temperini, Gregori, Palanga_ The Brand Made in Italy

 

Week 8

Monday Mar 7: MID-TERM EXAM. (individual assignment). It will consist in writing an essay of maximum 1.500 words on one of the three prompts indicated by the professor. 

Wednesday Mar 9: The impossible turnaround: Sergio Marchionne, FIAT and Chrysler

 

Week 9

Monday Mar 14: Italian business districts (part 1). 

Wednesday Mar 16: Sustainability and haircare, connections, perspectives and opportunities  GUEST LECTURE: Serena Caimano (ceo Pidielle Group)

Friday Mar 18th: Italian business districts (part 2)

READING: Industrial Districts and the Collapse of the Marshallian Model: Looking at the Italian Experience by Valentina de Marchi, Roberto Grandinetti 

 

Week 10

SPRING BREAK (March 21-25 Mon-Fri)

 

Week 11

Monday March 28 : The market of Luxury in Italy and abroad, the value of Made in Italy brands. GUEST LECTURE:  Stefania Lazzaroni ( CEO ALTAGAMMA)


Wednesday March 30: Gelato as iconic symbol of Made in Italy in Food. GUEST LECTURE: Ilaria Legato (Brand Manager BADIANI) 

 

Week 12

Monday Apr 4: Work on the final projects/ Focus from the lectures

Wednesday April 6:  Corporate reputation, epic fails Italian companies.

 

Friday Apr 8 (make-up class): GUEST LECTURE: Alessandro Gallo (DORIA 1905)

 

Week 13

Monday April 11: Sustainable food marketing strategies, the role model of the Italian company Alcenero. GUEST LECTURE: Gabriele Testa (mkt director ALCENERO)

Wednesday April 13:  Made in Italy: online fashion, brand activism, green fashion and rental fashion are on the rise GUEST LECTURE: Giuliana Baldo Chiaron (Marketing and Communication Manager and Lecturer)

 

Week 14

Monday Apr 18: Holiday (make-up day Friday, February 11).

Wednesday Apr 20: FINAL EXAM Presentation of Group Projects (first part)

 

Week 15

Monday Apr 25: Holiday (make-up day Friday, February 18).

Wednesday Apr 27: (last day of classes): FINAL EXAM Presentation of Group Projects (second part)