Università Cattolica del Sacro Cuore Summer Study … Cattolica del Sacro Cuore Summer Study...
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Università Cattolica del Sacro Cuore Summer Study Abroad
The Università Cattolica del Sacro Cuore (UCSC) offers four academic tracks during the summer program: Business, Media & Communications, Italian Language & Culture, and Agribusiness & Food Sciences. Each track offers one course per 2-week session. Students apply to the program for two, four or six weeks, and take one course during each two-week session. It is possible to take courses from different tracks. For example, you might take the Business track course during Session A, and the Media & Communications course during Session B, or the Beginning Italian course during Session A, followed by the Business couse Session B. It is not, however, recommended to take courses at both the Milan and Piacenze campuses, as the Piacenze (Summer Agribusiness & Food Sciences) campus is located 60 kilometers from the city of Milan. UCSC recommends 3 U.S. semester credits per course (44 contact hours). The Survival Italian Language Course is a no-credit course offering 20 hours of instruction over the two-week period. All content courses are taught in English. For specific course information, please see below. An overview of the tracks, courses, dates, and campus locations for 2013 is:
Session A:
16 June - 27 June
Session B: 30 June - 11 July
Session C: 14 July - 25 July
Business Milan campus
Media and Communications Milan campus
Italian Language and Culture Milan campus
Agribusiness and Food Sciences Piacenza campus
Extra/optional course Extra/optional course Extra/optional course
Milan & Piacenza campus
Strategic Management and Entrepreneurship: the Italian Perspective
Course description
It is of common knowledge that SMEs (Small and Medium-Sized Enterprises) are the pillars of the Italian economic system, but few are aware of just how they are run, what their main characteristics are, and how they differ from MNEs (Multinational Enterprises). During the course, students will discuss case studies of Italian firms operating in the traditional Italian industries, to become more familiar with the Italian entrepreneurial environment and develop possible solutions to management problems that may arise. Main topics
Approaches to entrepreneurship: personal traits vs. process perspectives Opportunity recognition Business model design and analysis The main industries of the Italian economic system
Objectives
1. To point out the main issues related to running a business, with a specific focus on SMEs 2. To explore the main dimensions of entrepreneurship 3. To deepen knowledge about some distinct Italian sectors
Teaching methods
Seminar (with group activities) Field trips
Area: Business Session A: 16 June – 27 June Duration: 2 weeks Campus: Milan
Social and Eco Entrepreneurship in Italy
Course description
This course deals with the concepts of social and eco and environmental entrepreneurship, which are receiving increasing attention from all over the globe – with no exception in Italy. In this course, the Italian trend of establishing and scaling up entrepreneurial initiatives with social and environmental purposes is presented and analyzed through case studies, guest speakers and field visits to selected Italian best practices. Main topics
Setting the boundaries of social and eco entrepreneurship Opportunity recognition in the social and environmental sectors Most successful social and eco entrepreneurship business models The main social and environmental issues facing Italy today Strategies for scaling up the impact
Objectives
1. To become familiar with the notion of social and eco entrepreneurship 2. To develop a deep sensitivity and knowledge towards the most critical social and
environmental issues which affect Italy and Europe 3. To acquire an entrepreneurial mindset in order to overcome such issues
Teaching methods
Class discussions Group activities Guest speakers Field trips
Area: Business Session B: 30 June – 11 July Duration: 2 weeks Campus: Milan
The Luxury Market: Structure, Players and Success Factors
Course description
The course provides an overview of the fashion and luxury industries. The aim of the course is to address the main strategic and managerial characteristics related to fashion and luxury with a global focus, whilst analyzing the new challenges that fashion and luxury are facing nowadays: the digital and the sustainability revolution. Main topics
Managing fashion and luxury businesses Branding as positioning Stylistic identity and product strategies Image identity and communication strategies Retail identity and distribution strategies New challenges: branding and sustainability New challenges: social media and e-commerce in fashion
Objectives
1. Get acquainted with the concept of fashion and luxury brand management 2. Understand the main differences among the market segments 3. Understand seasonal strategies at product level, distribution and communication 4. Analyze the new challenges which are reshaping nowadays the fashion and luxury
industries:the digital challenge (social media communication, e-commerce) and sustainability
Teaching methods
Lectures Class discussions Guest speakers Field trips
Area: Business Session C: 14 July – 25 July Duration: 2 weeks Campus: Milan
New Frontiers in Brand Communication and Consumer Engagement
Course description
This course provides an overview of the latest trends in the brand communication scenario with a particular focus on the role experience, emotions, and entertainment played in building consumer-brand relationships. The course explores the opportunities offered by innovative and unconventional brand communication strategies in engaging and activating consumers as dialogical partners.
Main topics
Dialogue and relationships in conversational markets The new postmodern consumer Key factors in brand communication (experience, hedonism, entertainment and
gamification) Consumer-brand engagement Unconventional brand communication
Objectives
1. To go beyond traditional brand communication models focused on market control 2. To reflect on the role of consumers as owners of brand communication 3. To understand what consumer-brand engagement is about 4. To bravely adopt the unconventional brand communication path as a way to relate with
consumers
Teaching methods
Lectures Practical assignments Field trips
Area: Media & Communication Session A: 16 June – 27 June Duration: 2 weeks Campus: Milan
From Taste to Glamour: Luxury Goods and Fashion Brands in a Visual Culture
Course description
This course will explore the evolution of the category of luxury and its connections to the categories of taste and glamour. The course will then concentrate on current definitions of luxury by investigating the characteristics of the objects that are considered luxury and the ways in which they are used by consumers. Although most luxury brands are global, the course will attempt to specifically define what luxury means in contemporary Italian culture. Finally, the course will analyze the communicative processes through which some Italian brands are successfully presented as luxury in today’s increasingly visual-dependent culture, how they design their communication strategies and use the new media to reach a larger number of potential consumers. Main topics
Brief history of luxury in western culture Cultural definition of luxury in relation to taste and glamour The socio-cultural origins of luxury as a lifestyle in modernity Luxury goods and personal/social identity Italian luxury brands Communication strategies and luxury consumption
Objectives
1. To understand the cultural origins of luxury 2. To analyze the evolution of the idea of luxury in the western world 3. To explore the connection between luxury, taste, and the idea of glamour 4. To explore how Italian brands communicate in a visual culture
Teaching methods
Lectures Class discussions Guest speakers Field trips
Area: Media & Communication Session B: 30 June – 11 July Duration: 2 weeks Campus: Milan
Television, Advertising and Music. The Italian Approach to the Media
Course description
Television, advertising and music have had and still have great influence on everyday life, habits and behavior in Italy. Since its beginning in 1954, television molded 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. Main topics
The impact of Tv on the italian popular culture and society (1954 – nowadays) The geography of media production in Italy: historical overview and description of media currently operating in Milan and in Italy. The "economic miracle" and the role of Tv in transforming of popular culture: a brief history from the ’50 to the present day.
Tv production: genres, production stages, what people do in Tv production What television is and how it works: genre, narrative, scheduling. Compared analysis of program schedule in the most popular Italian TV networks. Tv production: types of programmes. The different phases and the different professional roles involved in Tv production.
Tv news as a genre: the italian Telegiornali
Newsmaking on Tv: codes and conventions. What’s news and news values. News sources, news agencies and alternative media: what they are and how they work. Citizen journalism, blogs and social media.
Ad: basics of marketing and product communication strategy
What advertising is and types of ad’s classification. Marketing, target and media as basic elements of ad’s communication and strategy
Ad: the creative process. What people do in an Ad agency
Area: Media & Communication Session C: 14 July – 25 July Duration: 2 weeks Campus: Milan
The advertising agency: account – research – creative - production dept. Creative strategy and the creative process. Analysis of international tv campaigns and commercials. Music supervising in tv commercials: the us of pop music in advertising. Ad: Carosello and the history of italian Ads The history of italian Tv commercials from the ’60 to the present days.
Music as a product: marketing mix, communication tools and strategies Recorded music as a product: what placement, press release, promotional touring are: how radio, TV, music videos and strategic marketing work to communicate music.
Music as a product: the role of the web and the social media in promoting music The new millennium: from new fruiton of music to new strategies for promote it. A general overview and the Italian peculiarities.
REQUIRED READINGS
The course package will contain parts of the following books: AA.VV., Television studies. The Key Concepts, Routledge, 2002
Anderson C., Bell E., Shirky C., Post-Industrial Journalism: Adapting to the Present,
Columbia Journalism School, 2012
Arens William, Contemporary Advertising, McGraw-Hill, 1999
Bignell Jonathan – Orlebar Jeremy, The Television Handbook, Routledge, New York, 2005
Fenton Natalie, New Media Old News, Sage Publications, 2009
Foot John, Milan since the Miracle, Berg, 2001
Forgacs David - Lumley Robert, Italian Cultural Studies. An Introduction, Oxford
University Press, 1996
Holland Patricia, The Television Handbook, Routledge, New York, 1997
Hutchinson Tom - Macy Amy – Allen Paul, Record Label Marketing, Focal Press, 2010
Klein Bethany, As Heard on TV; Popular Music in Advertising, Ashgate, 2009
McQuail Denis, Mass Communication Theory, Sage Publications, 2010
Stovall James Glen, Journalism. Who, what, when, where, why and how, Pearson, 2005
Objectives
1. Consider the local, cultural-socialeconomic context in which the Italian media operates 2. Analyze different ways in which different media work in presenting news and
programmes 3. Discuss the purposes of Italian national and commercial TV channels 4. Explain how advertising communication differs from basic human communication 5. Analyze the creative process of an advertising campaign 6. Compare Italian and international TV commercials 7. Describe how various media collaborate in communicating music the best way
Italian Language - Beginners
Course description
The course will present the basics of spoken and written Italian. Students will be introduced to the key structures of the language with the emphasis placed firmly on communication. Authentic listening and reading materials will be used extensively for a wide range of activities based on everyday situations in Italy. Students will also be introduced to some aspects of Italian culture. Main topics
Greeting people Asking and giving personal information Asking and giving directions Ordering food and drink in a café and restaurant Booking a room at a hotel Organizing free-time activities
Objectives
To enable students to communicate in simple, everyday situations and to learn the language they need to interact with Italian speakers in real life situations. Teaching methods
Role playing Pair & group work Oral Listening Reading and writing activities
Area: Italian Language & Culture Session A: 16 June – 27 June Duration: 2 weeks Campus: Milan
Italian Language – Lower Intermediate
Course description
This course is aimed at students with a basic knowledge of Italian and will introduce them to new key structures of the language with the emphasis placed firmly on communication. A wide variety of authentic listening and reading materials will be used extensively to provide insights into the customs and culture of Italy. Main topics
Talking about daily routine Talking about past events Expressing tastes and preferences Making, accepting, and refusing invitations and suggestions Talking about free time and holidays
Objectives
The aim of the course is to help students consolidate and expand their knowledge of Italian grammar and vocabulary, and build up their confidence to cope in everyday situations and to communicate effectively with Italians. Teaching methods
Role playing Pair & group work Oral Listening Reading and writing activities
Area: Italian Language & Culture Session B: 30 June – 11 July Duration: 2 weeks Campus: Milan
Italian Language – Intermediate
Course description
This course is aimed at students wishing to consolidate and improve their knowledge of Italian. The new structures of the language will be introduced with the emphasis placed firmly on communication. A wide variety of authentic listening and reading materials will be used extensively to provide insights into the customs and culture of Italy. Main topics
Talking about past events and experiences Giving orders and suggestions Expressing opinions Comparing things Talking about future plans Making proposals and discussing arrangements
Objectives
The aim of the course is to help students consolidate and expand their knowledge of Italian grammar and vocabulary and to improve their communicative competence in dealing with Italians in real-life situations. Teaching methods
Role playing Pair & group work Oral Listening Reading and writing activities
Area: Italian Language & Culture Session C: 14 July – 25 July Duration: 2 weeks Campus: Milan
The Heart of Italy: Food Tradition and Production
Course description
After providing an overview about biochemical background, nutritional value and health-related issues linked to the Mediterranean diet, the course will cover the “farm-to-fork” pathway of typical food types of the Po Valley and, in particular, of the Piacenza district, including tomato sauce, Grana Padano, salumi and wine. Theory and practice will be delivered via taste testing. Main topics
The Italian food tradition and the Mediterranean diet Tomato sauce: from the field to the pasta dish Grana Padano and salumi: unique itineraries to excellence Grape growing and wine making: a trade-off between tradition and innovation
Objectives
1. Get acquainted with the concept of “we are what we eat” 2. Understand the close link existing between the territory and the different typical food
types 3. Perceive how “tradition” can benefit from technological innovation without losing its
“charm” and peculiarities 4. Understand that a “unique,” non-duplicable product is a blend of optimal genotype for
environment interaction and man’s ability Teaching methods
Lectures Class discussions Guest speakers Taste testing and industry/vineyard/winery visits
Area: Agribusiness & Food Sciences Session A: 16 June – 27 June Duration: 2 weeks Campus: Piacenza
Feeding the Planet: Managing Risk and Safety in the Food Chain
Course description
Principles of food safety such as the hazard and risk analysis and risk management will be provided. An overview about E.U. Regulations on Food will follow, with a focus on the Alert System. A second view about food safety will be covered by guest speakers from industry. Students will then learn about emerging risk in the food safety area with special attention paid to microbiological risk. Main topics
Food: law principles and innovation Food safety: the industrial approach Food safety: preventing problems and governing food emergency Microbes and food: pathogens, spoiling and beneficial bacteria
Objectives
1. Be introduced to safety management in the food chain 2. Get informed about E.U. regulations on food safety 3. Understand the roles of bacteria in the food chain 4. Learn how to manage a food safety crisis
Teaching methods
Lectures Class discussions Guest speakers Field trips
Area: Agribusiness & Food Sciences Session B: 30 June – 11 July Duration: 2 weeks Campus: Piacenza
The Global Wine Market: Trends and Strategies
Course description
The course will present an overview of the most important policies and economic trends affecting wine production, consumption and trade, with specific emphasis on the evolution of the role of Italy and of the European Union (E.U.). Main topics
Evolution of E.U. regulations of the wine market: past, present and perspectives Supply, demand and trade of wine: Italian, E.U. and world markets Quality: Evolution of E.U. regulation and its implications for businesses, consumers and
trade Wine guides and media
Objectives
1. Make the participants aware of the role of E.U. policies in shaping E.U. wine production and trade
2. Analyze the most important trends of the wine market 3. Illustrate how the quality issue may be addressed in the wine sector
Teaching methods
Lectures Class discussions Guest speakers Taste testing and industry/vineyard/winery visits
Area: Agribusiness & Food Sciences Session C: 14 July – 25 July Duration: 2 weeks Campus: Piacenza
Survival Italian Language
All students have the option to add the Survival Italian Language Course to their selected program during any session. Course description
In this short course you’ll pick up the language you need for most everyday situations – from meeting and greeting people to asking directions and buying food and drinks - and get a flavor of Italian culture. Objectives
You’ll learn the basic vocabulary for: Introductions Finding your way Entertainment Shopping Eating out
Teaching methods
Strongly focused on communication Role playing Pair-work Oral and listening activities
Area: Extra/Optional courses Session: A, B, C, Duration: 2 weeks Campus: Milan & Piacenza