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.

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:a.to point out the main issues related to the design and the analysis of successful business models;b.to explore the main dimensions of entrepreneurship;c.to deepen knowledge about some peculiar Italian sectors.

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

The so-called Fourth Industrial Revolution, a series of innovation that has already started to shape our lives, is predicted to transform production and, more generally, our societies in the next few years. The course aims to provide students with tools to understand and manage risks and opportunities resulting from such technological change in the global context. To do so, it provides an understanding of the globalcontemporary context and its contemporary process of change; it explains the concept of the geopoliticalcode, providing examples of application; it illustrates the nature of political risks before focusing oninnovation, competitiveness, and technology management.

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.

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.

Storytelling is not just for writers. It is for whoever needs to present an idea in a salient manner. If you want to discover the potential of creating a well-told story, if you want to learn how to engage, persuade andinspire people, this course is for you.You will learn storytelling skills to present ideas in a successful way. What’s the key to set people on fire? Uniting an idea with an emotion! Martin Scorsese said that a director is a manager of emotions: you can learn the same writing and cinematic techniques to captivate people.We will analyze these techniques and action through screenwriting, and in particular through a pillar of Hollywood, Cinecitta and the television networks: Adaptations.We will analyze important adaptations of novels and true-life stories for the seventh art, understanding the changes from the source material to the new text and identifying the resistance of literature and true-life story.This course includes a creative experience: the writer’s lab. Each student will be given tools to create compelling characters, a well-told story, shading style and mood, and to write short film scripts.

The course provides an immersive experience in which students can approach the communication world as professionals, but in the comfort zone of a University course.The first week will prepare the students to approach the successive real experience of one communication brief and communication roles simulations. In this week, group assignments on essays and surveys, and company visit will introduce the immersive experience. The course will provide also an overview of the latest trends in the brand communication scenario and the role experience, emotions, and entertainment play in building consumer-brand relationships. On this section, they will do a midterm theoretical exam on two open ended questions.Then they will receive a complete and real communication brief: a traditional or digital communication job to be done on market analysis, strategic goals, creative proposals for one or more of this following communication fields: adv, PR, events, tvc or viral videos for socials, below the line campaigns. They will do their brainstorming with the agency professionals. Then they will have two days – followed by professor Vitulli (who has been a creative copywriter senior and strategist for 20 years and now is a creative consultant) and supported by one or more of the agency creatives, to prepare the final presentation. So, they will work also on the effectiveness of a presentation: how to prepare it in a wow effect way to support the creative contents.They will present their job to the agency/company and they will receive an immediate feedback on the presentation and in a follow up a detailed, professional qualitative evaluation together with the final grade.

Television, advertising and music have had and still have great influence on everyday life, habits and behaviour in Italy. Since its beginning in 1954, television moulded popular culture; in the 1980s advertising proposed a new lifestyle for a generation and music provided the ever changing sound track for youngsters and adults. The course will focus on these three different industries that will be studied from the point of view of history and theory, and from a practical and productive perspective.

The course provides an overview of the latest trends in the brand communication scenario and the role experience, emotions, and entertainment play in building consumer-brand relationships. A particular focus will be given on real communities, web reputation, storytelling, rebranding/branded content/branded entertainment.The course is organized in three main intertwined learning moments:1. An exploratory session, aimed at setting a common ground illustrating the basics of brand communication (namely, the concept of brand, brand identity, brand positioning, brand equity and their meaning in the brand management process)2. A diving session, aimed at sharing and discussion how innovative and unconventional brand communication initiatives can support brands in engaging and activating consumers as dialogical partners3. A field session, in which students are required to take part in consumer-brand relationship analysis and brand communication co-creation processes Contents are designed to encourage students to reflect on current dramatic changes in the field of consumer-brand relationships from a humanistic perspective, and to enact these changes in their own communication projects.