Location: Rome and Florence, Italy
Dates: May 19 - June 2, 2015; class sessions during Spring B term M/W 11:50AM - 1:30PM
Term: Spring 2–8 weeks
Objective: 4082W Brand Management is an advanced Marketing elective that addresses the key issues of brand asset management faced by firms in the 21st century. Brand Management integrates theory and practice in order to provide students with a decision-making framework they can use in the workplace. The course focuses on understanding mass market brand management techniques as well as luxury brand management techniques, in the context of an international marketplace. This is an opportunity for students to fulfill Marketing 4082: Brand Management with study in both the United States and Europe.
Program Benefits: The benefits to students participating in this program may include:
Prerequisites are MKTG 3001: Principles of Marketing, MKTG 3010: Marketing Research, and MKTG 3040: Consumer Behavior.
This program is open to University undergraduate students in good academic standing, with a minimum GPA of 2.75 at the time of application.
Students must also have completed MKTG 3001: Principles of Marketing, MKTG 3010: Marketing Research, and MKTG 3040: Consumer Behavior by the end of Fall Term 2013.
The application process is competitive, and space is limited. Meeting the minimum requirements does not guarantee acceptance.
Rome is the capital of Italy and a top global fashion capital. Rome's history dates back to more than two and a half thousand years and is regarded as one of the birthplaces of western civilazation. Today, Rome remains the center of politics in Italy and the economy of the city is largely dependent on tourism and cultural services in addition to high-technology companies, research, construction and commercial activities. Rome is home to famous attractions like the Colosseum, Pantheon, Roman Forum, and the Trevi Fountain. In addition, Rome is the only city in the world to contain an entire state: Vatican City.
As the capital of the region of Tuscany, Florence was the birthplace of the Renaissance. Today Florence's economy is based mainly on the service industries such as tourism and manufacturing industries such as textile, metalwork, pharmaceuticals, glass and ceramics, and chemistry and on Florentine craft such as jewelry and embroidery. Italy's top designers use the textile factories of Florence for the execution of their designs.Â Being world famous for its art and architecture, the city contains world-renowned landmarks such as Brunelleschi’s Duomo, the Ponte Vecchio, the Uffizi Gallery, the Pitti Palace, and others.
The first portion of the program is spent in Rome and students will learn about Italian history and culture to provide a context for understanding the Italian Brand. In addition, they will participate in an interactive field exercise that covers the art of brand creation. Then, after a day for independent exploration, the group travels to Florence for a week of site visits and cultural activities ending with a course debrief session and a farewell dinner.
Students stay in conveniently-located hotels and will share a room with one or two classmates of their same gender. Because networking and community-building are key parts of the program, students will not have the option of a single room. Guests are not permitted during the program. Breakfast daily, a welcome dinner, and closing dinner are provided.
These estimates will vary based on student preference and exchange rates. All details subject to change based on economic and international factors. Most financial aid may be applied to study abroad programs.
|2013-20134Tuition for 4 academic credits (included in the 13+ credit tuition plateau. Please see One Stop for more information about tuition rate)||$0|
|Program Fee (including international airfare between Minnesota and Italy, transportation from Rome to Florence, hotels, program events, two group meals, transportation, and international health insurance*)||$5,200|
|International and domestic airfare (included in Program Fee)||$0|
|Hotel Accommodation (including daily breakfasts)||$0|
|Passport and Photos**||$145|
|Essential Daily Living Expenses (local transportation, incidentals, internet, laudnry, etc.)||$500|
|Meals (lunches and dinners not included in the Program Fee)||$500|
*Students should also maintain their U.S.-based health insurance plan while abroad.
**Non-U.S. passport holders need to check with the Embassy of Italy on the visa application procedures and costs.
To apply, please visit the Apply page. Students will be charged a $50 application fee.
The application cycle will start on September 1 and the priority deadline is October 1. Application for programs that do not fill by the priority deadline will be accepted on a rolling basis until full.
Students will be informed of their status within 4 weeks of the application deadline.
Carlson Global Institute
Department of Marketing
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