Florence, Italy

Undergraduate Global Enrichment in Italy

Marketing 4082W: "Made in Italy" Brand Management

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:

  • Expand your marketing knowledge through unique visits to Italian luxury brand companies.
  • Gain contrasting perspectives on U.S. versus Italian brand strategies from experts in the field.
  • Experience the history of Rome and Florence and its influence on modern branding.
  • A deeper appreciation of Italian cuisine, art, music, and architecture.
  • Develop life-long friendships with fellow Carlson students.


  • 30 University undergraduate students

Academic Credit

  • 4 credits that substitute for Carlson's Marketing 4082 course
  • MKTG 4082w fulfills the following LE requirements: WI-upper division
  • Grading is A-F basis

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. 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.

Housing and Food

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.

Cost Estimate

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
Textbooks $200
Essential Daily Living Expenses (local transportation, incidentals, internet, laudnry, etc.) $500
Meals (lunches and dinners not included in the Program Fee) $500
Total $6,545

*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.


Financial Aid and Scholarships

Most financial aid may be applied to study abroad. University of Minnesota students are eligible for education abroad scholarships. See Costs & Billing for additional information on financial aid and scholarships.

Application and Admission

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.

All details subject to change based on economic and international factors.

Quick Links

Access Abroad

We encourage students who may have constraints to consult with our Education Abroad advisors and read information available at Access Abroad.

Contact Information

Carlson Global Institute
CSOM 2-210
Phone: 612-625-9361
Fax: 612-624-8248

Faculty Leader

Jay Lipe
Senior Lecturer
Department of Marketing
Faculty Profile

Past Participant

Send an email to a MKTG 4082W past participant.

Please be respectful of past participants' time, and be reasonable in your expectations of response time. Please do not contact more than two students at a time.

Courteney Krausert kraus498@umn.edu
Chris Sapper chrisdsapper@gmail.com
Mikey Spencer spenc302@umn.edu

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