| Location: |
Milan and Florence, Italy
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| Dates: |
May 16 - 29, 2010. Classes Spring Term 2010 at the Carlson School on the following Mondays and Wednesdays from 3:45 - 5:25 PM: January 20, 25, 27; March 1, 3, 8, 10, 22, 24, 29, 31; April 5, 7, 12, 14, 19, 21, 26; May 2.
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| Objective: |
Most businesses, both for profit and not-for-profit, recognize that brands may be one of their most valuable assets. Companies sometimes go through turbulent times, but their brands frequently withstand these difficulties and hold their value over time. This course addresses the key issues of brand asset management that firms face in the 21st century. The course draws on theories of consumer behavior to explain how consumers react to firms’ brand strategies. Students gain deeper insight into the meanings of brands for consumers, and an actionable theoretical framework to use in the workplace.
The international portion of the course focuses on understanding brand management through an emphasis on luxury goods branding. Luxury goods represent a special case from which to examine the emotional ties that exist between consumers and the goods they seek to own. It is based in the city and region of Milan, Italy, a hub for luxury brands in the fashion and retail industries.
This course provides an exciting opportunity for students to fulfill a Carlson School class, Marketing 4082: Brand Management, with study in both the U.S. and Europe..
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Audience »
30 University of Minnesota Undergraduate students. Academic Credit »
4 credits that substitute for Carlson's Marketing 4082 course. Grading is A-F basis. Prerequisites are MKTG 3001: Principles of Marketing, MKTG 3010: Marketing Research, and MKTG 3040: Consumer Behavior. Location »
Milan is the largest metropolitan area in Italy and its financial center. It ranks among the wealthiest cities in the European Union. Few places can rival Milan in the area of fashion and associated firms, and the Piazza Duomo is said to be the oldest shopping mall in the world. Milan has played host to numerous World and European Cup tournaments and is home to the Italian Stock Exchange. The city will host the 2015 Universal Exposition.
Florence, the capital of the region of Tuscany, is world famous for its art and architecture. It is home to a wealth of museums, Brunelleschi’s Duomo, the Ponte Vecchio, the Medici Chapel, and many other well-known landmarks.
 Schedule »
The program starts with a tour of Università Bocconi in Milan, a welcome dinner, and city tour. The first week includes guest lectures at Bocconi and visits to local luxury brand companies and related organizations. The group travels to Florence at the end of the first week for more site visits and free time for exploration. Early in the second week students depart Florence for a day trip to the famous university town of Bologna. The program wraps up in Milan with additional site visits, a course debrief session, and a farewell dinner. Housing and Food »
Students stay in clean, safe hotels in convenient locations. Students 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.
  Costs & Financial Aid »
Participants pay a program fee of $4,700 directly to the University of Minnesota. This fee covers international health insurance, round trip airfare, lodging, transportation within Italy to group and cultural activities, all breakfasts, and two group meals. Students are responsible for purchasing their own course textbooks. Other meals and personal expenses are not covered by the program fee. Fees are based on estimates and may change due to international factors. Financial Aid can be applied to study abroad programs. Application & Admission »
Application materials include the online application form, a resume, and essay. Students will be charged a $50.00 application fee. The application deadline is December 1; applications will be reviewed on a rolling admissions, space available basis. Preference will be given to Carlson School students.
This program is open to U of M undergraduate students in good academic standing, with a minimum GPA of 3.0 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 2009. The application process is competitive, and space is limited. Meeting the minimum requirements does not guarantee acceptance.
Applications will be reviewed and students will be informed of their status within 4 weeks of the application deadline. Selected students will be charged a $500 non-refundable deposit to confirm a place in the program.
Contact Information »
Send an email to International Programs csomip@umn.edu
All details subject to change based on economic and international factors.
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