JCU Logo
JOHN CABOT UNIVERSITY

COURSE CODE: "BUS/ITS 260-1"
COURSE NAME: "Made in Italy: The Italian Business Environment"
SEMESTER & YEAR: Spring 2024
SYLLABUS

INSTRUCTOR: Giulia Rossi
EMAIL: [email protected]
 HOURS: MW 10:00 AM 11:15 AM
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:

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.
LEARNING OUTCOMES:

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”.
TEXTBOOK:
NONE
REQUIRED RESERVED READING:
Book TitleAuthorPublisherISBN numberLibrary Call NumberComments
The Brand Made in Italy: A critical analysis Temperini, V. Gregori G.L., and PalangaDavid Publishing.DOI:10.17265/2328-2185/2016.03.001 ,
Industrial districts and the collapse of the Marshallian model: Looking at the italian experience. De Marchi V., and Grandinetti R.Competition And Changdoi:10.1179/1024529413Z.00000000049  
Mondo Agnelli: Fiat, Chrysler, and the power of a dynasty Clark, JJohn Wiley & Sons. . 1118018524  
Money- International MarketingCateora, Gilly Graham .McGraw-Hill Education9780077842161 

RECOMMENDED RESERVED READING:
NONE
GRADING POLICY
-ASSESSMENT METHODS:
AssignmentGuidelinesWeight
Attendance and participation 10
Test 20%
MIdterm  30
Elevator Pitch 5
Final project 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

Schedule (please note all guest speakers could be from remote and the calendar of their speeches can change)

 

 

Week 1

Monday 15th January (first day of classes): Introduction to the course.

Wednesday 17th January: Sociology of Made in Italy, a social history of an Italian phenomenon

 

Read:

S. Pelaggi, Sociology of Made in Italy, a social history of an Italian phenomenon

 

 

Week 2

Monday, January 22nd: Introduction to the course. The Italian Business Culture. (PART I)

Wednesday, January 24th: The Italian Business Culture. (PART II)

 

Read:

International Marketing, ch. 4

 

 

Week 3

Monday, January 29th: Italian business etiquette (PART I).

Wednesday, January 31st: GUEST LECTURE:

 

Read:

International Marketing, ch. 5

 

 

Week 4

Monday, February 5th: The brand Made in Italy: a critical analysis

Wednesday, February 7th: Industrialization, convergence and governance. Analysis of the two long-run equilibria between the northern and southern regions.

 

Read:  

V. Temperini, G. L. Gregori, P.Palanga, The brand Made in Italy: a critical analysis

A.Iona, L.Leonida and G. Sobbrio, Industrialization, convergence and governance, ch 15 (pp. 200-212) in Italy Today the sick man of Europe, by Andrea Mammone, Giuseppe Veltri, Routledge, London, 2010.

 

 

Week 5

Monday, February 12th: How to manage the heritage: a new way to make business. Corporate Museums.

Wednesday, February 14th: REVIEW for the TEST (1st assignment)

Read: 

F. Corsini, Corporate museums as a tool of brand communications.

 

 

Week 6

Monday February 19th : 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, February 21st: Twenty years of European founding. Italy is still struggling with implementation. 

 

Read:

S. Milio,Twenty years of European founding. Italy is still struggling with implementation,, ch 16 (pp. 213-228) in Italy Today the sick man of Europe, by Andrea Mammone, Giuseppe Veltri, Routledge, London, 2010.

 

 

Week 7

February 26th-March 1st (Mon-Fri) Spring Break

Week 8

Monday, March 4th: Review for the MID-TERM EXAM

Wednesday, March 6th: MID-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.

 

 

Week 9

Monday, March 11st: Italian business districts.

Wednesday, March 13th: Made in Italy and China. Parallel markets. The case history of Prato Fashion District.

 

Read:

V. De Marchi, R. Grandinetti, Industrial Districts

 

 

Week 10

Monday, March 18th: Labour and welfare reforms.The short life of labour unity.

Wednesday, March 20th: GUEST LECTURE.

 

Read:

M. Simoni, Labour and welfare reforms.The short life of labour unity, ch. 17 (pp.  229-242) in Italy Today the sick man of Europe, by Andrea Mammone, Giuseppe Veltri, Routledge, London, 2010.

 

 

Week 11

Monday, March 25th: The crisis of Italian firms and the decline of the Italian capitalism

 

Wednesday, March 27th: GUEST LECTURE.

 

Read: 

R. Minetti, The crisis of Italian firms and the decline of the Italian capitalism, ch. 18 (pp 243-251) in Italy Today the sick man of Europe, by Andrea Mammone, Giuseppe Veltri, Routledge, London, 2010.

 

 

Week 12

Monday, April 1st: Food, Wine & Motors: The model of Emilia Romagna

Wednesday, April 3rd: Ducati case history, the Museum, the restaurant, the shop. 

 

 

Week 13

Monday, April 8th: Nation, Region and City Branding (part I)

Wednesday, April 10th: GUEST LECTURE.

 

 

Week 14

Monday 15th April: Nation, Region and City Branding (part II)

Wednesday, April 17th: GUEST LECTURE.

 

 

Week 15

Monday, April 22nd: Review, Work on the group project.

Last day of classes, Wednesday, April 24th: Presentation of group projects.