Can we look at business enterprise and interest from the perspective of good and virtuous behavior? If so, besides personal profit is there something else which provides benefits that can be shared? Generally speaking, is there a link between entrepreneurial interests and ethics, or are these unrelated or even incompatible spheres? This course attempts to present concrete answers to these questions. Although economics is widely thought to rest on standard (and value-free) theories of rational decisions, the course aims to examine the inescapable role ethics plays in entrepreneurship through an in-depth analysis and discussion of real contexts and challenges. Students will be guided to identify and reflect on ethical issues, as they arise in some paradigmatic cases in business ethics. Business ethics main models will be taken into account to provide useful tools to help order and understand what is discussed. Thanks to a two-fold approach the decision process will be explored – namely from the first person and third person view – that is from the standpoint of both key players, and from the perspective of those who are involved or affected by their successful actions (or failures).

In this course we look at international economic interaction from two perspectives, that of a nation (government) and that of a firm. The purpose is to understand important drivers of and challenges to economic globalization both at the level of nation states and at the level of individual businesses. The course will give some answers to the most important questions related to the international economy. What drives the competitiveness of nations? How can poorer countries be sustained in achieving better standard of life? How the world can address the challenge posed by climate change? What is the role played by multinationals and financial institutions in the global economy? Are we ahead of a protectionist era? What are the causes of the European debt problem? What are the likely consequences? The course will provide answers to these and other questions by mixing economic theory with facts and case studies, describing what is globalization from a historical perspective. A strong emphasis will be placed on the role of governments and international institutions in regulating trade and financial flows.

The course explores aspects of workplace performance from the perspective of diversity.

The course provides a theoretical and practical framework useful for addressing financial issues of entrepreneurial ventures and start-ups, and basically how to get financial resources. The course examines the entrepreneurs and the investors perspective. Class participants will study the fundamentals of the Entrepreneurial Finance, the relevance of financial planning and how to approach different type investors organizations. The first part of the course, Investors and Financial Resources, focuses on the early stages of company development, identifying key questions: if and why money should be raised; when should it be raised and from whom. Students are introduced to fundamentals of early stage investors such as business angels, incubators, crowdfunding. A special focus is placed on the impact and venture capital industry, including how funds are set up and managed. The second part, Business Finance, key topics, provides an overview of business/enterprise main financial tools, useful to understand its present and future performance: main financial statements (income statement, balance sheet and cash flow statement) and business plan. The course, also through working groups activities, teaches how to present key financials and business plan (pitch) to potential investors, as well as provides useful elements on a company valuation analysis; including fundamentals of a deal structure and negotiation and due diligence, Professors and guest speakers, with entrepreneurial and advisory experiences, will introduce students to the principle of finance applied to business planning; case studies to facilitate understanding of financial issues focused on entrepreneurial ventures will also be presented.

In this course, students are not expected to learn what entrepreneurship is, rather they are expected to become entrepreneurs. The first classes will be dedicated to the design process in order to come up with real opportunities and business ideas which will be selected as entrepreneurial project to be realized by the end of the lab. Over the course, students will be divided in teams, each focusing on a selected business idea. It follows that the successful launch of the business will be depending on individual responsibility toward the rest of the team. Class hours will be an opportunity for each group to gain basic knowledge regarding the development of a business model. Groups will have also the chance to synthesize ideas and information about the business model gathered during outside class hours and present it to the other teams. Occasionally, we could have guest speakers with specific knowledge and experience about the industries we will be working in to get precious insights and feedback to the group projects.

This course deals with the concepts of Green Management & Sustainability, which are receiving increasing attention from all over the globe, with no exception in Italy. In this course, the global trend of establishing and scaling up entrepreneurial initiatives with environmental purposes is presented and analyzed through case studies, and field visits to selected Italian best practices. The course is aimed at providing the class with the basic information on current environmental global issues, focusing on how these themes have influenced the structure, practices and missions of many firms, representing at the same time a constraint, but more often a business opportunity. Practical and concrete examples of environment-related practices as business opportunities will constitute the second part of the course. Main topics include 1. Setting the boundaries of Sustainability 2. Overview on Environmental Economics 3. Sustainability for firms 4. Ecopreneurship 5. Environmental Management Practices

In today’ competitive job market, technical abilities alone might not be enough to stand out professionally. This is why Personal marketing is crucial. The course Personal marketing: performance skills at work covers a set of strategies aimed at enhancing and showcasing your professional and personal characteristics to help you achieve your career and life goals. Whether marketing yourself to yourself or to others, using performance skills, consisting of personal competences and interpersonal abilities, can create a positive impact on you and your stakeholders.

It is of common knowledge that SMEs (Small to Medium-sized Enterprises) are the pillars of the Italian economic system, but few know how they are run, what are their main characteristics, how they differ from MNEs (Multi-National Enterprises). During the course students will discuss case studies of Italian firms and entrepreneurs operating in the traditional Italian industries, to get familiarity with their business models and the Italian entrepreneurial environment and develop possible solutions to management problems that may arise. Moreover, in order to get a more intensive experience about Italian economic system, two field visits will be organized. This course is expected to be highly interactive. Students are expected to proactively contribute to class discussion. The learning goals of the course are to point out the main issues related to the design and the analysis of successful business models and to explore the main dimensions of entrepreneurship.

There has hardly been a year when Europe has not been on the brink of some crisis: banking, sovereign debt, Russias annexation of Crimea, terrorism, refugees, Brexit and so on. Many argue that this is due to some fundamental design flaws of the Eurozone and the European Union in general. In fact, the European integration process, which started in the aftermath of World War II, is often said to be sui generis, in that it has some peculiar features which make it hardly comparable with any other case in history. To put it simply, the European Union is the outcome of a process of political integration, trade liberalization and monetary unification. This course will first touch on the institutional design, as well as the political and historical background of European integration. Eventually, particular attention will be paid to the analysis of the economic crises, the policies and the prospects for the European Union.

The purpose of this course is to equip the student with the basic remedies to understand the workings of international financial markets and to understand how a firm or investment fund can best operate in them. Course will include: 1. The markets for foreign exchange: various types of exchange rate systems, the links between international interest rates, inflation rates and exchange rate expectations and movements. Forward contracts, options and swaps. 2. International capital markets, institutional aspects, the theory of debt and equity financing in these markets. The CAPM model. 3. Political and country risks. *Global Leaders Certificate Program approved course

Spotlighting personal performance while exploring aspects of potential, the course focuses on the human side of business, so often ignored in more traditional business courses, for the sake of understanding how we can live our potential in the world of work. Course objectives can be synthesized as follows: Be aware of the positive, and profitable, impact being human at work can bring; Develop an understanding of the passion economy; Examine aspects of business from a perspective of collaboration rather than competition; Explore and enhance personal potential; Prepare and present an example of ones personal potential lived to the full.

The course provides at the beginning a theoretical part about evolution and state of the art of corporate communication and country culture, introducing the importance of values in consumer behavior. The two main focuses on luxury and sustainability will then be the starting point to an overview of definitions, perspectives and best practices of ecoluxury in different market sectors, from fashion to tourism to automotive, comparing green marketing and environmental communication global and local strategies (most of these Made in Italy based), by essays, readings, case histories analysis, meetings with guest speakers and management tools creation in group projects. The goal is to explore the meet and cross values and topics so to understand and create a competitive communication strategy of ecoluxury communication for market and influencer stakeholder. This course is expected to be highly interactive. Students are expected to proactively contribute to class discussion and to the building of concepts step by step by means of individual and group assignments.

The course will introduce students to the magic world of the director superstar Federico Fellini, who influenced the art of cinema all over the world. Here is a quotation from American director David Lynch, to give an example of how influential Fellini was to international directors: If I had to choose films that represent, for me, examples of perfect film making, the first would be, for the way Federico Fellini managed to accomplish with film what mostly abstract painters do, namely, to communicate an emotion without ever saying anything in a direct manner, without ever explaining anything, just by a sort of sheer magic. After meeting the Master, students will discover the main trends and filmmakers in contemporary Italian cinema. Since cinema is a mirror to our world, students will learn a lot about contemporary Italian society through the seventh art.

In today’s competitive job market, technical abilities alone might not be enough to stand out professionally. This is why Personal marketing is crucial. The course Personal Marketing: Performance Skills at Work covers a set of strategies aimed at enhancing and showcasing your professional and personal characteristics to help you achieve your career and life goals. Whether marketing yourself to yourself or to others, using performance skills, consisting of personal competences and interpersonal abilities, can create a positive impact on you and your stakeholders. Course objectives can be synthesized as follows: 1. Bring attention to the role of Personal marketing in the workplace; 2. Explore elements of a Personal marketing plan; 3. Undertake a skills assessment and a SWOT analysis on the brand You 4. Understand the need for ongoing development in today’s world of work; 5. Develop a Personal marketing plan and deliver an Elevator pitch.

The first part of the course provides an overview of making fashion. It starts from iconographic studies, it includes knowing how to read images and it ends with playing with colours and understanding their meanings. In this part of the course students have to understand what a brand is and where it has to be placed, using marketing tools, merchandising skills and communication awareness. The second part is a Point in through communication. We will analyze some different paths like verbal and non-verbal communication. Through role-plays and team works we will go deeper into old and new networks for example paper and social networks. The last part of the course focuses on the function of products in fashion: we will create a new product and students have to recreate its universe studying new mood boards, concept boards, target and marketing plans. All this is fundamental for the fashion and will create a real awareness of it.A great role is played by practical work and referring to a newly born and established brand, the students will have the possibility to apply theories to a practical field and they will be exposed to problem solving situations related to real cases relating to the fashion world.

Modern Italian fashion and the role of Milan as a fashion capital are considered pivotal factors in the development of Made in Italy and they are identified with the diffusion of pret-a-porter. This is the typology of fashion internationally known and often celebrated as the invention of the designers of 1960-70s. During the course this idea will be analyzed and discussed in order to reconfigure the origins of Italian fashion system: an organization established in the mid-twentieth century and related to a necessity for high-end mass marketing, and thrived on late-century global overconsumption. Practical sessions of research on the field will help detect how the main components of Italian fashion are now intertwined (i.e. adherence to the markings of a rich cultural heritage, an instinctive progression toward the globalization of fashion via various modernist aesthetics, and an ability to reinvent image ideals through advertising and promotion).

Fashion has a crucial role in shaping gender identity within society, but its codes are constantly changing. Focusing on the last centuries of European history, from the premodern era to today, this course aims to deepen the role of fashion in defining gender identity within society.

The course provides an exploration into luxury with a business perspective. After defining the context, we will share the golden rules to start-ups and nurture a business with a luxury positioning. We will also discuss about the more relevant challenges that the key players are facing nowadays to compete successfully in a global marketplace. Course will include: 1. Luxury Business Context 2. Who is who in luxury business 3. Fundamentals of managing a luxury business 4. Start-up a luxury business 5. Nurture and develop a luxury brand 6. The digital revolution 7. Sustainability in luxury business

The course provides an overview of the fashion industry with a specific focus on the sustainability segment. The aim of the course is to introduce to the main strategic and managerial tools to manage sustainability and responsibility in fashion and luxury. Course objectives can be synthesized as follows: – Defining sustainability and responsibility in fashion and luxury – Managing sustainability in fashion and luxury: a multistakeholder managerial model – Analyzing sustainability and responsibility best practices in fashion and luxury – Analyzing sustainable and circular materials in fashion – Managing circularity in fashion and luxury – Managing responsible innovation in fashion and luxury

The course provides an overview of the fashion industry. The aim of the course is to address the main strategic and managerial characteristics related to fashion with a global focus, analyzing the new challenges that fashion are facing nowadays: the digital and the sustainability revolution. Course objectives can be synthesized as follows: To get acquainted with the concept of fashion brand management; to understand the main differences among the market segments; to understand strategies at the level of product, distribution and communication; to analyze the new challenges that are reshaping nowadays the fashion: the digital challenge (social media communication, e-commerce) and sustainability

This course is far from being a drawing lesson. It is an exercise of uncertainty. Here are a series of questions that will be addressed in the course in order to capture the concept of Design: What is a design brief? How does one complete a design brief? What is the difference between design and style? Is a design evolutionary or revolutionary? How and when does one choose a design approach to implement a product or a line of products? How often does it occur? How strong and effective should our expectations be towards a design product? Participants in the course will have to do in-depth analysis of products, the design of which have made a major impact or difference. Examples of packaging designs will be studied as marketing tools. And further study will be done on the contagion effect between product and its packaging, form a visual and structural perspective, and based on its shape and graphic corporate elements.

In recent years the Middle East has arguably established itself as the centre of international politics or, at least, as the region that no international actor can afford to stay away from. Why? How did this happen? This course will explore the politics of the plural and changing Middle East from an international perspective, focusing on its features, internal processes, and the main problematic issues, while emphasizing its relationship with the West, itself a plural entity. The course aims to enable students to achieve a clear understanding of the main issues that have shaped and are characterizing the politics of the region, its role in contemporary international politics, as well as the strategies available and employed by the main international actors towards it. Finally, it aims to investigate the usefulness and the shortcomings of (Western) international relations and political science approaches and concepts to the region, highlighting both the differences and similarities between the Middle East and other political regions. Upon successful completion of the course, students will be familiar with the events, facts, and issues that have shaped and are shaping the politics of the region, and have gained a good knowledge of its trends and be able to assess the effects on the region of the strategies that international powers can deploy towards it. *Global Leaders Certificate Program approved course

Is it still possible to argue that the European Union, with its complex and decentralized political mechanisms, will affirm itself as one of the future world powers? How could Europe overcome the current crisis? Should the EU relaunch its project on a new basis? How should it answer to the Brexit and address the current unbalance vis-a-vis the United States? The aim of the course is to analyze the structures and institutions of the European Union with a special attention to the past and present developments of its foreign and security policy. f the European Union with a special attention to the past and present developments of its foreign and security policy. *Global Leaders Certificate Program approved course

From its local origins in Sicily, the Mafia has become a global phenomenon and a widespread model of organized crime that threatens and corrupts the international economy, political systems and social environments. Yet film, television and literature have shown a continued fascination of the Mafia which has often been portrayed with romantic and even heroic connotations. In this course we will explore the representations of the Mafia in Italy through literature, film, and television; in the 20th and 21st centuries. Combining the analyses of historians, sociologists, and intellectuals, along with the testimonies of victims, we will challenge the stereotypes through which cultural productions envision the Mafia, and more importantly, we will explore how the Mafia envisions the world, in particular what is its ethics, its relationships with law, politics, business and finance, its ideas of femininity and masculinity, its portrayals of children. Examining both the visions on and by the Mafia through cultural, socio-political, and historical perspectives, this course aims to deconstruct the mythological eye and instead form an analytical eye with which to investigate and better understand the Mafioso universe and power, and the cultural Italian identity as well.

Adaptations have long been a mainstay of Hollywood, Cinecitta and the television networks. Many of the most successful international films are indeed adaptations of novels, plays or true-life stories.We will analyze some of the most important adaptations of Italian Literature and biopics for the seventh art. We will discover masterpieces of Italian Cinema, understanding the changes from the source material to the new text and identifying the resistance of literature. This course is very hands-on because it includes a creative experience through literature and cinema: the writers lab. Each student will be given tools to write a short story and develop it into a short film screenplay, learning the craft of storytelling, creating compelling characters, shading style, mastering structure, writing dialogue. This course provides the student with a new knowledge of humanities (particularly, but not exclusively Italian), from literature to cinema to biography. It is a great opportunity to discover the Italian culture through the arts of time: poetry, literature, and screenwriting. And also a great opportunity to learn creative techniques in writing. Students will learn narrative techniques and how Literature and Biography can be manipulated to create an original piece of art: the screenplay. Students will discover great examples of Italian novels, shorts stories and films and, through them, theyll acquire a deeper knowledge of the Italian Culture.

This course is ideal for those who have an all-round interest in the theatre. The programme combines the theory and practice of drama and creative development through a combination of theoretical seminars and practical workshops with Stefano Guizzi, actor of the Piccolo Teatro of Milan. The two approaches are seen not merely as complementary but as indivisible in the study of drama and theatre. The theoretical part involves the study of drama from the printed page to the actual staging and will focus in particular on the typical Italian genre, La Commedia dellArte and its great influence around the world over the centuries. Students will thus explore the ways in which the changing forms of theatre and cultural shifts in Italian society have influenced the development of drama into its present diversity as well as the theoretical elements involved in the creation of performance. Students will be encouraged to build a script based on a renaissance canovaccio and oriented to the actual staging of a short play. Parallel to the historical and theoretical course, the actor Stefano Guizzi will be teaching practical classes, introducing the students to Commedia dell’Arte and to the basic techniques of acting with masks. This part of the course will explore physical and vocal training, improvisation techniques,the use of masks on stage. We will approach the main characters of Commedia (Arlecchino, Colombina, the Magnifico, the Capitano, the Dottore…), tracing them throughout European theatre in their numerous metamorphoses. The students will practice on a “canovaccio” (scenario) from the XVIIth Century, writing and staging their own “Scene Di Commedia.”Lectures, seminars and tutorials are complemented by scene-study workshops and field trips to milanese important theatres such as Teatro alla Scala and PiccoloTeatro. Seminars and studio-based practical courses will encourage students to explore performance through a variety of intellectual and aesthetic processes. Not only the course will enable students to explore the textas a medium for performance but also will permit the development of organisational, intellectual and communicative skills in relation to theatre practice

Wine is as much an important part of the Italian economy as a central feature of Italian history and daily life and has, accordingly, always been part of the Italian literary imagery. In this course, students will be led to discover the history and complexities of the Italian wine culture in two different but interconnected ways. On the one hand, they will learn the history of the Italian wine culture by means of an exploration of the representations of wine in literature and the arts from the ancient times to the present day. On the other hand, students will explore the unique variety of Italian grape varieties and wine styles as a reflection of the multifaceted Italian regional culture and acquire the basics of professional wine tasting techniques.

CiBi. Art and science of food proposes a path that intends to introduce students to the fascinating world of Italian food, discovering the secrets and meeting the protagonists of our culinary tradition; from chefs to farmers, from researchers to professionals who choose, produce, transform and taste food; from the starred restaurant to the stables and fields where the products are born. The proposal revolves around three training methods: the classroom, companies, the kitchen. The goal is to present our country, and Lombardy in particular, through culinary traditions: a synthesis of unique stories and territories, with the aim of exploring the agri-food system in its various territorial expressions, identifying and enhancing good practices and innovative solutions, to promote an aware knowledge of the supply chain and a true agri-food culture.

The course will focus on the notion of mise-en-scene that is, on the staging process and on how this concept can be extended from drama to other artistic fields, such as fiction and visual arts. From the use of play-within the-play devices to the open artificiality of contemporary works, many masterpieces have been questioning the relationship between life and art, examining the power of imagination and how it works on stage and off stage to produce an illusion of reality. The course will therefore focus on the themes of illusion and deception, as metaphors of the staging process, examining alongside the motifs of artifice and seduction also involved. While disguising, deceiving or seducing, characters such as Cervantes, Don Quixote, Mozarts Don Giovanni, Flauberts Emma Bovary or the dramatic and solitary mask of Pirandello’s Mattia Pascal express the mechanisms of production in a continuous play between deceivers and deceived. Their fictional life mirrors the basic steps involved in the staging process, but in the end come to question the very notion of identity and reputation. The course addresses the points of contact between the methodological practices of various disciplines (for example, art history, dramaturgy, film studies, linguistics, philosophy, et cetera). In order to study from within the methods of production of Milanese theaters, the course will also include field trips to the workshops of the most famous Opera House in the world, Teatro alla Scala, and visits of actors from one of the most representative theatre in Milan, Il Piccolo Teatro.

Italian food and wine are probably as famous as Italy’s artistic and historical assets: you’ll be surprised by the history behind the food, and how strictly related to the culture and heritage of an area a wine or a dish can be. Food is one of the cornerstones of Italian culture and even if times are changing and life is more and more frenetic, Italians still find a great pleasure in sitting at a table, at home or at the restaurant, and share a good meal together: this is because to the people of Italy, Italian food and wine are part of their culture and, very often, also of their own family history. Italian cuisine can be difficult to define, as recipes, tastes, ingredients and cooking styles vary enormously from region to region. One thing that most people will agree on though is that it is one of the richest and most delicious cuisines in the world. The aim of this course is to introduce students to Italian culinary traditions and teach them how to prepare some of the most popular and delicious Italian recipes.

Goodness, healthiness, research, innovation and sustainability are the ingredients of a fascinating cocktail: Italian food 4.0. What is that? “New” Italian food products, such as the many exotic fruits that thanks to the climate are becoming “typical” in Italy (avocado, mangohave ever you tasted them?), or the very varied foods created in the laboratory by “copying” nature (bee bread, plant based foods, many special fermented foods); but also food waste that live a second life: pomace which becomes cosmetics of the highest quality, orange fibres that are transformed into fabrics and flour obtained from spent brewers grain. Together we will discover everything there is behind these products: research and very particular technological innovations. We will taste foods we will understand how to integrate our diets to improve them. We will understand the meaning of the word sustainability.

What is the mystery behind Mona Lisa smile? What is behind Dantes Hells Gate? What images and ideas hide out in Michelangelos non-finito? How did politics and entertainment coexist in the writings of the controversial figure of Niccolo Machiavelli? What secrets might unveil the lights and shadows of the rebellious, murderous genius of Caravaggio? From the Middle Ages to the renaissance, Italy has produced some of the most powerful masterpieces of all times. The words and colours of our great masters have created images that are now part of the cultural heritage of the whole world, and most importantly, that have strongly influenced the course of the Western aesthetic world. The discipline, the creativity, the genuine imagination of Italian artists is everywhere in the territory: from museums to churches, from libraries to academies. This course intends to make students acquainted with the most important and influential authors of the Italian artistic scene. It will introduce students to the names that have transformed the multitude of Italian dialects into a language, that have merged the ancient myths with modernity: writers such as Dante Alighieri, Giovanni Boccaccio, Niccolo Machiavelli. It will present the painters that have dominated the colour, have given shape to ideas, transformed thoughts into material forms of the sweetest and most powerful features of all times.

Globalization shrinks the world, bringing a wider range of cultures into closer contact than ever before. Inevitably, cultural boundaries are shifting, therefore the pace of social transformations is increasing. As a result, cultural diversity and intercultural contact have become facts of modern life, so intercultural competences become a requisite response. The resulting socio-cultural fabric of our societies, combined with global interconnectedness, necessitate specific attitudes, behaviors, knowledge, skills and abilities to cope with the new cultural, media and emotional landscape. The course goal is to provide students direct experiences of diverse cultures to identify challenges that arise from differences in intercultural interactions and to increase their ability to recognize and bridge the gaps when communicating across cultures.

The course consists of three parts. In the first section, students explore the evolution and current state of the tourism and art industries as a significant subfield, due to the emergence of new digital and smart technologies. Moving on to the second section, the course emphasizes the importance of establishing and communicating a brand in these fields, providing an overview of the basics of brand management. Specifically in this second part, students learn how to recognize the components of a brand and how to manage the brand image, brand identity and reputation, as well as how to position it for success. In the third part of the course, students examine brand communication strategies employed in the tourism and art sectors (i.e., unconventional use of social media, influencer relations, metaverse), using both theoretical concepts and practical examples. The objective is to explore the main theoretical concepts of brand communication and how they are applied in the tourism and art fields, enabling students to understand what makes a strong brand. Additionally, the course aims to empower students to develop a competitive communication strategy for stakeholders in the destinations, hospitality, and art worlds.

The course intends to give students an overview on digital media with in-depth analysis on best practices and a specifical focus on the Italian situation. Students will be asked to analyse and comment texts concerning multimedia convergence and the evolution of languages and formats from web 1.0 to web 2.0. Best practices in the field of digital journalism and digital media will be analysed and students will be asked to comment examples of digital media products and to use some of the emerging tools for content curation. A part of the course will be focused mainly on the Italian scenario.

The ability to convey one’s ideas effectively, based on a thought out strategy and to present these ideas orally in a compelling manner, is recognized as an essential cross functional leadership skill in any business environment. This Course is designed to build both written and oral business communication skills by providing the tools and methodologies, which ensure documents are logical, convincing and presented with impact. Special focus will be given on how to create an effective Power Point presentation and deliver it in front of an audience.

Careers in publishing, journalism and publicity have always attracted people with talent and energy. Those with a love of literature and language, a respect for the written word, an inquiring mind, and a healthy imagination are naturally drawn to an industry that creates, informs, and entertains. For many, publishing or journalism is more than a business; it is a vocation that constantly challenges and continuously educates. For people who have always worked on school publications, spent hours browsing in bookstores, or who have subscribed to too many magazines, choosing a course like this one is a logical means to combine personal and professional interests. This course provides an introduction to some aspects of book publishing, to journalism and publicity. Students will learn the fundamentals of editorial acquisitions and editing, the importance of publicity and how cultural journalists usually work on books. Students will be required to think like publishers and to work as publicists seeking creative marketing and press strategies to stay ahead of the curve for consumers’ time and attention.

Television, advertising and music have had and still have great influence on everydays life, habits and behavior in Italy. Since its beginning in 1954, television moulded popular culture; in the 80s advertising proposed a new lifestyle for a generation and music provided the ever changing soundtrack for young and adults. The course will focus on these three different industries that will be studied and analyzed both from the point of view of history and theory and from a practical and productive one. In-class lectures, visit to a television production studio, and meetings with professionals of advertising and music industry will enable students to understand the basic skills and the Italian peculiarities in using the analyzed media.