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JOHN CABOT UNIVERSITY
COURSE CODE: "BUS/ITS 260-2"
COURSE NAME: "Made in Italy: The Italian Business Environment"
SEMESTER & YEAR:
Spring 2026
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SYLLABUS
INSTRUCTOR:
Paola Gioia
EMAIL: [email protected]
HOURS:
TTH 11:30 AM 12:45 PM
TOTAL NO. OF CONTACT HOURS:
45
CREDITS:
3
PREREQUISITES:
OFFICE HOURS:
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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.
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SUMMARY OF COURSE CONTENT:
This course examines how Italy's business, culture, and territory intersect. Students will:
- Understand the historical and cultural foundations of the Made in Italy brand;
- Analyze the Italian model of family firms and their role in economic development;
- Explore how heritage marketing turns tradition into a competitive advantage;
- Discuss issues of sustainability, authenticity, and globalization in the Italian economy;
- Experience Italy’s business culture through interactive lectures, multimedia, and real case studies.
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LEARNING OUTCOMES:
By the end of the course, students will be able to:
- Identify and explain the main features of the Italian business environment;
- Understand how heritage, territory, and culture influence Italian management and branding;
- Evaluate strategies that balance tradition and innovation within Made in Italy;
- Apply heritage marketing theory to real examples of Italian enterprises;
- Work collaboratively to research, analyze, and present insights on Italian business models.
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TEXTBOOK:
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REQUIRED RESERVED READING:
| Book Title | Author | Publisher | ISBN number | Library Call Number | Comments |
| The Evolution of Made in Italy : Case Studies on the Italian Food and Beverage Industry. | Vittoria Veronesi; Martina Schiavello | Springer International Publishing AG, 2023. | 9783031156670, 3031156676 | | |
| Corporate heritage marketing : using the past as a strategic asset | Angelo Riviezzo, Antonella Garofano and Maria Rosaria Napolitano | Routledge, Taylor & Francis Group, 2021. | 9781003167259 | | |
RECOMMENDED RESERVED READING:
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GRADING POLICY
-ASSESSMENT METHODS:
| Assignment | Guidelines | Weight |
| Short Test | 20 multiple-choice questions on Italian business culture and heritage marketing fundamentals. Conducted on Moodle, in class. | 15% |
| Midterm Essay | 1,000-word analytical essay applying course concepts to an Italian business context. Conducted on Moodle, in class.
| 30% |
| Group Project | “Reviving a Made in Italy Brand”
Working in small groups (maximum 4 students), students will select an Italian brand or company that has experienced/risks to experience decline, brand dilution, or loss of authenticity, for example, through acquisition by foreign investors, mismanagement of heritage, or failure to innovate while staying true to its identity.
Using concepts covered during the course, each group will conduct a strategic assessment of the brand’s current positioning, identify key weaknesses or missed opportunities, and propose a realistic plan for revitalizing its heritage and market relevance.
Deliverables include: A Strategic Report (max 5 pages) analyzing the company’s challenges and presenting actionable recommendations; A Visual Presentation summarizing the group’s key ideas and proposed brand repositioning; A Final Pitch (10–12 minutes) simulating a consultancy presentation to the company’s management.
Assessment will focus on the ability to connect theory to practice, the depth of strategic analysis, the originality and feasibility of the proposed solutions, and teamwork quality. | 40% |
| Peer Review | In addition to their own group project, each team will complete a peer review of another group’s final presentation and written report. This assessment is designed to foster critical thinking, professional feedback skills, and deeper understanding of course concepts.
Each group will be assigned another team’s project to evaluate based on a short rubric provided by the instructor. The review must include both quantitative scores and qualitative comments. | 5% |
| Attendance and Class Participation | Attendance and active engagement in discussions, preparation, and contribution during lectures and activities are essential components of this course. Students are expected to come to class having completed the assigned readings and to participate thoughtfully in both structured and open discussions. Arriving late, leaving early, or using personal electronic devices for non-academic purposes will also impact participation.
Because this course values dialogue and collaboration, students are encouraged to share insights, raise questions, and connect theoretical concepts to real-world examples throughout the semester. | 10% |
-ASSESSMENT CRITERIA:
AWork of this quality directly addresses the task and provides a coherent, well-structured argument that demonstrates a deep understanding of course concepts and readings. It shows the ability to think critically and creatively, applying theory to real-world contexts with originality and insight. There is clear evidence of independent research and thoughtful engagement with the themes of Made in Italy.
BA competent and consistent level of performance that demonstrates understanding of the main ideas and the ability to relate them to examples discussed in class. The work shows some critical reflection and application of theory, though with less originality or depth than an “A”. Arguments are clear and mostly accurate, supported by appropriate references.
CAn acceptable level of performance that demonstrates basic comprehension of the course material but limited critical analysis or application. The work largely repeats lecture or reading content, with minimal evidence of independent thought or deeper synthesis.
DWork at this level reflects significant misunderstanding or omission of key ideas. Arguments are poorly structured, incomplete, or irrelevant. The student demonstrates only a minimal grasp of the material and insufficient effort to meet course requirements.
FWork fails to demonstrate understanding of the fundamental concepts. Responses are inaccurate, irrelevant, or incomplete. There is no meaningful engagement with course materials or objectives.
-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 ____________
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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.
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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.
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SCHEDULE
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Week
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Topics & Activities
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1
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Introduction to the course. What does Made in Italy mean today? The intersection of culture, identity, and business. Interactive discussion: Italy’s global image.
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2
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The Italian business culture. Historical roots, values, and communication styles in Italian enterprises.
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3
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The evolution of Italian entrepreneurship. From craft traditions to global brands. Multimedia case exploration and class debate.
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4
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The role of family firms. Governance, succession, and the emotional dimension of doing business in Italy.
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5
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Corporate heritage and branding. Understanding heritage as a strategic asset. Visual storytelling and authenticity.
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6
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Regional identities and production districts. How territory shapes the Made in Italy narrative.
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7
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Midterm Essay due
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8
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Spring Break
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9
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Innovation and sustainability. How Italian firms integrate tradition with green and digital transitions.
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10
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Experience economy and cultural branding. From products to lifestyle: how Italian companies sell stories. Group brainstorming for final projects.
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11
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Heritage and globalization. Managing identity across markets and cultures. Role-play: Italian brand in a foreign market.
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12
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Workshop. Designing a heritage-based business model: collaborative lab on brand strategy.
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13
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Group project consultations. Feedback and refinement of presentations and reports.
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14
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Review session. Synthesizing key themes: culture, heritage, innovation. Preparing for presentations.
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15
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Final Group Presentations. Student-led showcase and final reflections.
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Notes
The schedule and topics may be adjusted to reflect guest speaker availability and current developments in Italian industry.
Additional readings, media, and resources will be posted on Moodle throughout the semester.
Students are encouraged to explore local examples of Made in Italy while in Rome (markets, stores, events, or museums) to enrich their understanding.
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