Business in Firenze

Ciao again! It has been another two weeks in Firenze, and I fall in love with this city more and more every day. In this post, I will talk about the business curriculum that I am taking while abroad.

The Global Business Institute does offer an internship, but I opted to take classes and engage with the city on my own. This summer I will have the privilege of interning with Dick’s Sporting Goods, so for the spring semester I decided The primary business class I am taking is Introduction to International Marketing. As a marketing major, I have found the subject matter quite interesting. 

Our class is lecture-based, but we engage in a number of case studies. Some of these case studies have analyzed the brands Ferrero, Ducati, and Pirelli. We have been focusing on Italian brands, and how their brand values shine through their work and their communications. I’ve learned so much about the different aspects of culture, including the Italian culture, American culture, and many more. 

My class has also been able to go on a field trip to the Ferragamo museum, where we learned about the company’s history and how their values shaped their products. It was very cool to see their archived silk scarves, and to hear about their product development process. A unique aspect of studying in a foreign city is seeing these companies in person.

Next week, my class is going on a field trip to the Eataly headquarters. Eataly brings Italian products in a market-like setting worldwide. We are going to learn about their business model, and how they have had success in cities and countries all over the world. 

As a future marketer, understanding marketing and culture is an essential tool. A country’s culture directly impacts consumer behavior. It has been very eye opening to see the differences in culture with my own eyes, and to learn about different ways of life from an outside perspective.

I am not quite sure what type of marketing I would like to pursue, so this has been a great way for me to deep dive into the field of international marketing. When I return to Pittsburgh in the fall, i will be a senior, so any exploration into the type of marketing I want to work in after graduation is very valuable to me.

The view of the river Arno from Piazzale Michelangelo.