Certificate Program in Publishing

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Program Overview:

The certificate in Publishing unites the creative forces of Palazzi institutions Apicius, FUA, and FAST in a single program of study in the field of publishing. The year-long program begins with a study of the fundamentals and moves onto a concentration in the advanced skills necessary to design, edit, produce, publish and market published media. Particular focus is given to magazine and book publishing and the unique structure of the program allows students to partake in ongoing publishing projects of Ingorda for Florence Campus Publishing.

The unique course structure develops foundation skills and knowledge while developing specific areas of interest in specialized fields. Each semester includes core classes and intensive weekend seminars. The six core courses of a single semester provides a solid foundation and are integrated by five intensive seminars that focus on related specialized areas of study. In the case of publishing certificate seminars, students will also choose one of three concentrations offered: publishing in the art world, gastronomy, or fashion.

The final project is a student and faculty produced book that is intended to be marketed in both mainstream and specialized markets. The program also includes collaboration on a semester lifestyle magazine that is produced in house with students.

Students will study with competent and qualified instructors and will have an unparalleled quality in teaching that includes studying in a collaborative working environment that promotes exchange of ideas and methods between students and instructors. The inter-institutional approach at this program places students in an interdisciplinary environment focusing on publishing and unites the creative forces of three Palazzi member institutions and their relative faculties, resources, and curriculum.

Concentrations:
Students who enroll in this program will select one out of three offered concentrations, which will determine the nature and subject of the final book project:

• Art Concentration
• Fashion Concentration
• Food Communication Concentration

Program Objectives:

The program provides the professional training necessary for the student interested in the publishing world.  Students will gain familiarity with the publishing industry, its processes, and procedures from both an Italian and international perspective.
The program strives to challenge students from an industry, production, and post production marketing points of view and the theoretical-practical aspects of each throughout the program duration. At the end of the program the students will have worked on a tangible published product that will be inserted into real book markets.
Exposure to different types of published products is offered by this program through the magazine product, which takes place throughout the program in addition to the final book project.

Duration and Certification:

Certificate programs at Palazzi last for semester, one year or two years. All programs devote a portion of each term to the development of a professional portfolio, in the case of the Publishing Certificate the final book project will collect the student’s portfolio work in a published form. Students may attend one single semester and obtain a transcript for credit, or complete the full one-year program and receive a certificate in Publishing.

Prerequisites:

For beginning levels, the only prerequisite is a high school diploma or equivalent and demonstration of fluency in English. Students who wish to enroll in a different level of the program (the second semester, for example) must qualify by demonstrating ability and knowledge in an entry exam and submit a detailed curriculum vitae and a portfolio of writing, graphic arts, and photography samples, published or unpublished, depending on the prospective student’s areas of experience and expertise. A qualified submission of the above mentioned documents will be evaluated by a committee of academic advisors who will determine approval and enrollment in the requested level.

Special Project in Book Publishing:

The program gives students the opportunity to deepen their experience through an internship at the Ingorda publishing house of approximately 10 hours a week where they can practice and experience the real working environment in one of the most visited and written about cities in the world. The book project is a planned and closely supervised, hands-on learning experience that provides the student with a wide range of actual work activities and opportunities to shadow or observe operations in a professional work environment. The objective of the book project is to give the student a formative professional experience in addition to the theoretical knowledge acquired in class. Students will meet with their academic advisor to discuss future goals and desires as they plan for the internship. Students will also be introduced to an Italian working environment using a technical vocabulary and improving their language.

Examples of Published Projects:

Food and travel books: The Four Seasons of the Tuscan Table, Teaching Traditions, Chocolate Seduction, Aperitiviamo a Firenze, Innovations, Buca dell’Orafo, Culinary Portraits of Florence, Ganzopoli, Firenze a Colori, Shades of Maremma, Very Versilia. Created by Gabriella Ganugi, Ingorda Founder, with the collaboration of Palazzi students.
Journalistic products: Blending newsletter and magazine produced in collaboration with the Student Services Department and student body of Palazzi, CiboChat Palazzi food blog, an on-going collaboration with wine producer Antinori for an online cookbook for the Santa Cristina line of wine products, on-going collaboration with contemporary art magazine i.OVO.

A Deeper Look at Concentrations:

Art Concentration Overview

The art concentration program offers a close-up approach to communication in the art world through creative publishing. FUA School of Fine Arts is the collaborating academic institution with its curriculum of courses focusing on study disciplines related to the art world. The School of Fine Arts at Florence University of the Arts is at the forefront of contemporary art in town with its course curriculum spanning from the historic art principles and techniques experimented and developed in Florence to practices, topics, and themes evolving in the present day. The school is also home to F_AIR Florence Artist in Residence, the first artistic residency in the city, located within the academic facilities and offering direct interaction between international resident artists and FUA students.  The dialogue of art and the contemporary is continuously carried forth at our institution whether in courses or at activities that expose Palazzi students to current and upcoming artists, exhibitions, and art happenings in Florence. F_AIR faculty and facilities provide the spaces and tools in order to create the texts, photography, and research in collaboration with the publishing services of Ingorda for Florence Campus university press in order to reach the final objective of producing a art publication with the students of this concentration.

Art Concentration Objectives

• The concentration strives to expose the student to the art world in Florence, Tuscany, and Italy.
• The collaboration with FUA School of Fine Arts and F_AIR Florence Artist in Residence offers an immediate contact, from an insider’s point of view, with the possible themes to develop for the publishing projects of the Art Concentration.
• The Art Concentration seminars will provide hands on approaches to writing about the arts and the digital practices of photography and art direction for an art-based publication.
• The concentration seeks to provide new analyses and visual representations of the Italian arts through the fresh perspectives of students and creative approaches to print and electronic media.
• The publication of new media regarding the art world in Florence sustains Palazzi’s efforts to renew the Renaissance-based image of the city and focus the public eye on the novelties and innovations generated here in the present day.
  Fashion Concentration Overview:

The fashion concentration program offers a close-up approach to communications in the world of fashion through creative publishing. FAST Fashion and Accessories Design and Studies is the collaborating academic institution with its curriculum of courses in fashion, accessories, and fashion marketing/communications. The city of Florence poses great significance for students of fashion, being the home to many of Italy’s renown luxury brands and home to the first catwalks and fashion shows. Fashion in Florence is continued today through high fashion, through the quality of Italian accessory production centralized in Tuscany and sought out all over the world, and through the historic local arts featuring craftsmanship in fashion – leather, hay, and straw accessories. This fertile presence in Florence provides a wealth of ideas and projects for publications featuring fashion. FAST facilities and faculty provide the spaces and tools in order to create texts, photography, and research in collaboration with the publishing services of Ingorda for Florence Campus university press in order to reach the final objective of producing a fashion publication with the students of this concentration.

Fashion Concentration Objectives:

• The concentration aims to immerse the student within the fashion culture of Florence, Tuscany, and Italy.
• The backdrop of Florence aims to involve the student in the diverse realities of fashion in Florence, experience them first-hand, and express them creatively through the medium of publishing.
• Students will gain principles, perspectives, and skills covered in the fashion concentration seminars in order to apply them in a professional, dynamic manner to a fashion publication. Particular areas of focus are writing about the world of fashion, addressing the developments of fashion in Florence that were/are important for Italy and the world, fashion photography, and fashion marketing.
• The concentration strives to contribute, through published media and with the collaboration of the program’s students, to the changing face of contemporary fashion culture in Florence.

Food Concentration Overview

The food concentration program offers a close-up approach to communicating food and wine through creative publishing. Apicius International School of Hospitality at Palazzi is the collaborating academic institution with its curriculum of courses in culinary arts, Italian food culture, restaurant and hospitality industry, and professional wine studies. The wealth of gastronomy-related courses places students in direct contact with food and wine academics and professionals actively involved in Florentine and Tuscan gastronomy, granting immediate access to restaurants, wineries, specialty food shops, the culture of street food, etc. Apicius facilities and faculty provide the spaces and tools in order to create texts, food photography and styling, and research in collaboration with the publishing services of Ingorda for Florence Campus publishing with the final objective of producing a food-related book.

Food Concentration Objectives

• The concentration aims to immerse the student within the food culture of Florence, Tuscany, and Italy.
• The immediacy of Florence’s food scene and its rich variety of food and wine establishments is utilized and experienced first-hand in order to establish contact with the professionally creative and traditional ways food is presented in the city. Students will gain an insider’s perspective through food professionals in order to better express the medium through publishing.
• Students will apply the principles and foundations of publishing gained in core courses and apply them through specialized techniques offered by the concentration – writing about food, techniques of food styling, and food photography in particular.
• The concentration strives to cultivate new representations of Italy’s unique gastronomies through the fresh perspectives of students and creative approaches to print and electronic media.

Program of Study

Year 1 – Semester 1 (FALL)

Mission

The aim of the beginning level is to provide students with a basic comprehension of publishing.
Students will be moreover introduced to basic classic and digital photographic techniques, visual communication concepts and web designing, they will be taught to be aware of the concept of publication and to test their abilities. The Italian language class is fundamental to understand the original terms that will be used during lessons and to acquire the minimum conversation skills required for attending the internship.

Core Courses

Italian Language
3 semester credits (45 lecture hours)
The language course is offered in different levels according to the student’s knowledge. All students enrolled in Certificate Programs are required to take a three week course of Italian Language before the start of the Certificate Program.

DI PH ID 180 Introduction to Digital Photography
3 semester credits  (90 hours: 45 lecture hours + 45 studio hours with T.A.)
This course will introduce students to the digital photography world with particular focus on updated techniques and how they can be incorporated into classic fine art photography. The course will explore the use of state-of-the-art computer software and techniques. The instructor will guide the student in learning to master photo computer software and how to control the scanning of a picture, transparency and negative to make a good quality digital print. Elements of photo composition and graphic design, photo history, and relationships with other art mediums will also be addressed during the course.

DI VC CG 150 Introduction to Computer Graphics
3 semester credits  (45 lecture hours)
This computer graphics introductory course will cover the following topics: computer generated art, Adobe Photoshop, photo adjustments and effects, computer drawing, morphing and modeling in Photoshop and editing. Students will compile a personal portfolio, presenting it to the class at the end of the semester or session.

CP PU FE 300 Fundamentals of Publishing and Editing
3 semester credits  (45 lecture hours)
This course examines the fundamental aspects of the publishing industry with an emphasis on book publishing. Issues such as editorial brainstorming and manuscript selection, layout processes, production, interior and exterior design, marketing, and financial factors are explored on a hands on level with examples and collaborations drawn from ongoing publication projects. The emphasis on editing focuses on evaluating manuscripts, fact checking, copy cutting, editing, rewriting, proofreading and writing captions, titles and subtitles.

LA CW CW 300 Creative Writing
3 semester credits  (45 lecture hours)
This is an introduction to fiction writing. It covers the technical elements of fiction writing through in-class writing exercises that develop dialogue, voice, plot, image, character development, point of view, scene, structure and other prose skills. The in-class work will be augmented with homework assignments which students will use in writing larger pieces of fiction. Students will learn to critique work from a writer’s perspective.

CP PU LM 330 Lifestyle Magazine Project I
3 semester credits  (90 hours: 45 lecture hours + 45 studio hours with T.A.)
The first of a two part series on magazine production, Lifestyle Magazine I gives students a professional magazine production experience in an academic course. Students, under the supervision of faculty members, will curate every phase of production – brainstorming, design, writing, photos, editing, layouts, production and distribution – of a full color lifestyle magazine produced by the institution. The magazine and its semester format will represent the student’s approach to living in Florence and topics such as the arts, gastronomy, travel, style, city scenes, etc from a cutting edge perspective that seeks to challenge and go beyond the surface of a city. This project requires additional hours outside of regularly scheduled class times.

Seminars

FT FC CP 200 Art Media: Introduction to the Creative Process
1 semester credits  (15 lecture hours)
Aimed at students interested in visual, plastic arts and creative writing. This course will help each student to define and find his or her own personal style and strengths, which they can then apply to their other art classes.  Students will be assigned writing assignments to develop personal thought processes in order to realize their own creative nature and apply it to the media of their own concentration.

IS IS MI 250 Made in Italy
2 semester credits  (30 lecture hours)
This course explores the extraordinary phenomenon of the renowned excellence and distinctive characteristics of Italian style from the Unification of the Italian Nation to the present day. The course focuses not only on particular products and brands but also on the distinctive Italian character, way of living, attitudes and peculiarities. This historical study of Italian taste will be set within the context of social, artistic, economic, political, technological and scientific issues. Particular emphasis will be given to the Florentine environment. Consideration will be given to all aspects of industry, craft-work and product design from ceramics to textiles, from cuisine to showbiz, from automobiles to furniture, from fashion to household objects

(for Art Concentration)

LA CW WA 320 Writing for the Arts I
1 semester credits (15 lecture hours)
This course examines the different types and genres of writing generated in the world of art. The professional aspect of writing for the arts will consider types such as catalogue writing, PR and publicity writing for artistic events and shows, and art criticism. Students will also be asked to consider how writing is treated in art from an art-topic point of view, how the presence of words affects a work of art and how writing and literature have influenced art in past and present times, for example, and will be asked to produce as class samples projects that involve both the creative and professional processes in uniting the art of writing to art itself.

DI PH FA 290 Fine Art Digital Printing
1 semester credits (15 lecture hours)
Making exhibition-quality digital prints takes time and expertise. In this practical, hands-on workshop, students learn ways to bring out detail and fine-tune color and contrast in specific areas of an image to improve its overall quality. Topics include masking techniques, blending mode options, advanced sharpening techniques, noise reduction methods, and various means of retouching. A variety of inkjet papers are supplied for use with different Epson inkjet printers.

DI PH LA 230 Landscape and Architectural Photography
1 semester credits (15 lecture hours)
The city of Florence, with its backdrop of Medieval and Renaissance buildings, coupled with the varied beauty of the Tuscan countryside, will offer students a stimulating range of opportunities for landscape and architectural photography.  The course will be divided between outdoor field practice, and the exploration of digital techniques, printing and finishing.  The lab practice will give the student the capability of elaborating and printing her/his own pictures correctly.  Digital equipment will be used throughout the course. Students learn about the history, compositional issues and techniques of landscape and architectural photography by studying the work of influential photographers (e.g. Weston, Adams, Giacomelli, Strand, etc.) and by conceiving, shooting, printing and laying out a series of landscape/naturalistic/ architectural projects.

(for Fashion Concentration)

FT FC WF 310 Writing for the Fashion Industry
1 semester credits (15 lecture hours)
This course introduces writing techniques in the fashion area bridging the gap between core writing classes and higher-level fashion courses concentrating on merchandising and promotion, the book covers the different types of writing required in the industry. Students will learn the methods of effective writing for fashion reports and forecasts, fashion show scripts, public relations, catalogues, direct mail, trade and consumer magazines and the Internet. Case studies illustrate effective and ineffective writing.

FT FC GS 270 Glamour and Style: the Pitti Fashion Shows Pitti Shows
1 semester credits (15 lecture hours)
Prior to the postwar period Italian fashion and design was limited to tailors and seamstresses. That all changed with Pitti Imagine and the boom of the 1950’s. Pitti Immagine organizes some of the world’s most important fashion events: international quality clothing and textile fairs, communication happenings and cultural and research initiatives for the fashion system and fashion as the aesthetic expression and global evolution of taste. This course will analyze the evolution of the Pitti Fashion events from its origin throughout decades of imposing Italian fashion

FT FC PF 280 Faces, Facts and Places in Italian Fashion
1 semester credits (15 lecture hours)
This course affords students the possibility to go behind the scenes in exploring the art and business of Italian fashion design. Lectures by industry professionals will be complemented by backstage visits to design studios and possible attendance at seasonal fashion shows.

(for Food Concentration)

CP FC FW 380 Professional Food Writing I
1 semester credits (15 lecture hours)
In this course, students will write a variety of pieces for professional food and beverage publications and general interest magazines. They will develop research skills with an emphasis on examining trends in the food service and hospitality industry, as well as analyzing publications for reader profile, voice, content, structure, and style. Students create a portfolio of works, including feature and news articles, personality profiles, book and restaurant reviews, recipes, and food narratives.

FW CA SC 300 Local Restaurants and Wine Bars: Signature Chefs and Sommeliers
1 semester credits (15 lecture hours)
Industry professionals come together in a series of seminars covering their personal and professional experiences as well as offering insight and advice to participating students.

FW WC IW 300 Leading Italian Winemakers
1 semester credits (15 lecture hours)
This course will introduce the student to the Italian wine industry with a focuses on top producers. The historical and cultural traditions of this art will be examined in depth as well as the contemporary wine industry in the age of globalization.

Year 1 – Semester 2 (SPRING)

Mission

The aim of the Intermediate level is fully immerse the student in publishing with  studies in  Photography and Marketing. Students study digital and magazine editing and will receive detailed information on the Public Relations. Continuing students works on special projects and develop their skills in  specific concentration area. The final semester project will be a book published by Ingorda for Florence Campus Publishing.

Core Courses

DI PH ID 300 Intermediate Digital Photography
3 semester credits (90 hours: 45 lecture hours + 45 studio hours with T.A.)
This course is for those students who have experience in the digital photography world and who would like to broaden their knowledge to a more advanced level. A deep focus on up-to-date techniques and technologies will be a major topic in the course, in addition to the refinement of visual and conceptual aspects of digital photography.  The instructor will guide students in gaining advanced skills in photo computer software. The objective of the course is to create a mature visual expression in the digital photographic world.

CP PU PB 310 Professional Book Production
(3 semester credits  45 lecture hours)
The topics of this course cover the areas of professional book production in both the digital and standard print sectors. Students will learn all processes involved in designing and producing books: font characters, colors and images, graphic manipulation, pagination, layouts, printing, and binding. Hands on experience offered through the possibility of collaborating on ongoing publishing projects of the institution.

CP PU PR 350 Public Relations, Communications and Marketing in Publishing
3 semester credits  (45 lecture hours)
The course covers the ever-changing practices of public relations, communications, and the marketing aspects of the publishing industry. Advertising, promotional materials, launches, press releases, distribution, and industry networking will be examined as necessary factors for the optimization of sales and distribution for all types of published works. Through a specialized study of communications and PR relations, students will learn the ins and outs of establishing, maintaining, and communicating with contacts whether press and marketing-related or with external contributors/collaborators of publications.

CP PU LM 430 Lifestyle Magazine Project II
3 semester credits  (90 hours: 45 lecture hours + 45 studio hours with T.A.)
The second level of the Lifestyle Magazine course is aimed to developing and producing the second magazine project after the first semester’s edition. Students, having gained already 1 semester’s worth of experience, will be challenged to explore deeper and more hidden topics in Florence as well as act as critics by writing about the end of the year initiatives of Palazzi institutions such as art and fashion shows as well as gastronomic events. This project requires additional hours outside of regularly scheduled class times.

PS SP BP 510 Special Project in Book Publishing
3 semester credits  (150 contact hours)
This course is designed as a full immersion in the world of publishing. The final semester project is a book published by Ingorda for Florence Campus Publishing. Students will choose from three editorial areas – the arts, gastronomy, and fashion – and work in groups on one specific publication. All areas of book publishing will be covered, from concept creation to research, writing, photography, graphic layout and design, production, and marketing and distribution.

Seminars

(Art Concentration)

DI VC AD 330 Introduction to Art Direction
1 semester credits (15 lecture hours)
This course focuses on the creation of projects in advertising campaigns from the initial research and creative strategy to the final execution of a comprehensive commercial project. Students will be taken through the principles of art direction and layout as well as the marketing aspects of an advertising campaign, working with a copywriter, learning techniques for idea visualization, and structuring the campaign to the requirements of the client.

LA CW WA 420 Writing for the Arts II
2 semester credits (30 lecture hours)
This course is a continuation of LA CW WA 320. Materials produced will be used for publishing projects.

DI PH PD 250 Introduction to Illustration Photography and Design
1 semester credits (15 lecture hours)
Creative photography to illustrate book and magazine covers, magazine articles, editorials. Through the use of color digital photography and Photoshop students will learn specific visual techniques to illustrate specific subjects.

BU MK MA 315 Marketing Strategy for the Arts
1 semester credits (15 lecture hours)
This course teaches students how to market for visual and performing arts businesses. Topics include: marketing theory and application, strategic marketing, niche marketing, audience development, public relation strategies, market research, planning against competition, and advertising.

DI PH BC 300 Book and Catalog Photography
1 semester credits (15 lecture hours)
This photography course is aimed at students who intend to become professionals in the field of communications. They will learn how to photograph for books and for other publications such as corporate and advertising catalogs. The course will concentrate on the technical aspects of: lighting, settings, locations, accurate light metering, the use of natural, artificial and existing light and the use of flash, portable and studio units. Students will be guided through the most updated digital software and technologies, and into the publishing and advertising worlds.  Other topics include: industrial-printing techniques such as color separation, offset and digital printing, and page-making basics.

(Fashion Concentration)

DI PH FP 210 Introduction to Fashion Photography
1 semester credits (15 lecture hours)
The course is based on a series of theoretical lectures about the technical, cultural, visual and historical aspects of fashion photography. Fashion photography history will be analyzed from the beginning of the 20th century through contemporary work, following the continuously changing fashion styles and trends. The course will concentrate on technical aspects of fashion photography from location, and portable and studio units, to all aspects of lighting, including natural, artificial, existing light, flash units, and light metering. Students will be guided through up-to-date digital software and technologies into the advertising world. Attention to the offset printing technical aspects like color separation, offset film transferring and offset printing will be also given.

FT FC CS 355 Case Study in Fashion
2 semester credits (30 lecture hours)
Students analyze in this case methods course the real situations of existing textile, apparel, and retail companies with emphasis on decision-making and concepts exhibited in each case study, moreover executive responsibility, ethics, consequences, and pressures in the work place are discussed. Field trips are an integral part of this course.

FT FC CM 345 Consumer Motivation in Fashion Communication
1 semester credits (15 lecture hours)
In this course students learn demographic and psychographic information on the consumer behavior and how it relates to the marketing of fashion. Discussions concentrate on consumer research, geographic distribution, income, education, leisure time, family structure, lifestyle, attitude, reference groups, and consumerism as influences.

FT FC FM 330 Fashion Marketing
1 semester credits (15 lecture hours)
This course is an introduction to marketing and merchandising concepts in fashion retail, with an emphasis on the apparel and accessory industry in Italy. Students will learn terminology specific to the field and how to forecast trends. Other topics include: visual merchandising, planning, advertising, roles and components of the primary and secondary markets, different forms of in-store and non-store retail, consumer behavior and profiles, information systems, store location and design, and assessing the quality/cost equation of products. On-site visits to fashion retailers, buyers and trade fairs in Florence and Milan are an integral part of this course.

FT FC WF 310 Writing for the Fashion Industry
1 semester credits (15 lecture hours)
This course introduces writing techniques in the fashion area bridging the gap between core writing classes and higher-level fashion courses concentrating on merchandising and promotion, the book covers the different types of writing required in the industry. Students will learn the methods of effective writing for fashion reports and forecasts, fashion show scripts, public relations, catalogs, direct mail, trade and consumer magazines and the Internet. Case studies illustrate effective and ineffective writing.

(Food Concentration)

CP FC FS 340 Food Styling I
1 semester credits  (15 lecture hours)
he course will help students understand food presentation on an aesthetic and technical level, learning the basics of food presentation for professional and media use or for personal pleasure, and learning to select the right objects/props/tableware/accessories to make a fine food presentation. Students work in a fully equipped kitchen classroom with occasional opportunities for assistance from professional cooking students and for having works photographed by students enrolled in Food Photography courses.

CP FC FP 320 Food Photography I
1 semester credits (15 lecture hours)
This course will be the gateway to the world of food photography. Students will learn the technical and compositional basis of this specific field of photography, which is becoming one of the most commercially successful for the photo professional. The course will explore the most updated techniques in digital photography, as well as traditional ones, the study of basic food lighting in the studio and outdoors, special effects techniques, picture scanning and introductory graphic manipulation on computer. The course will be mainly geared toward digital camera shooting with elements of color transparency/peripherals within a kitchen set-up; prepared dishes/recipes to be photographed will be provided.

CP FC FW 480 Professional Food Writing II
2 semester credits (30 lecture hours)
This course is the advanced level of Food Writing and open to students who have already covered the writing styles and approaches covered in Food Writing I. FW II students will work closely with a simultaneous course, the Cookbook Project, and carry out the research and textual components of the final project of the Food Communications Department. Therefore in addition to the upper level coursework and concepts, students will work on a hardcover publication (topic will be announced on the first day of class) that will be published at the end of the semester.

FW WC PF 335 Pairing Food and Wine
1 semester credits (15 lecture hours)
The capacity to offer the best wine as a combination for chosen dishes is a very important task. The course includes an analysis of the “Combination Technique” used today by the Italian Association of Sommeliers, sensory and quality evaluations, practical workshops on the most successful matches as well as the creation of new flavor combinations.

HP FB MS 370 Food and Wine Marketing Strategies
1 semester credits (15 lecture hours)
This course gives students the fundamentals of marketing beyond the conventions of advertising and promotion. Concepts and practices in marketing food and wine will be deeply analyzed in order to give students the technical skills to formulate their own marketing campaign. In the second part of the term, students will be working on individual and group assignments in order to plan and organize a marketing strategy for a new product or market re-positioning. This course closely follows current events and trends to illustrate contemporary marketing techniques.