Art, Food, Fashion, and Wine: Creative Advertising of Italian Destinations

Florence University of the Arts - The American University of Florence, La Spezia Campus

Course Description

Course Name

Art, Food, Fashion, and Wine: Creative Advertising of Italian Destinations
Host University

Florence University of the Arts - The American University of Florence, La Spezia Campus
Location

La Spezia, Italy
Area of Study

Advertising, Hospitality, Marketing
Language Level

Taught In English
Course Level Recommendations

Upper

ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.

Credits

Recommended U.S. Semester Credits

Recommended U.S. Quarter Units

Overview

3 semester credits. Italian destination cities immediately conjure up images of the art, food, fashion, wine, and culture in which their fame lies: fashion shows and La Scala in Milan, Renaissance art in Florence, Brunello wine in Montalcino, the Biennale and Carnevale in Venice. This course will explore how creative advertising strategies have been produced and implemented, their effect on city branding, and the proliferation of creative areas in destination cities. Additionally, students will gain an understanding of media planning and buying, including target audience identification, media strategy development, and evaluation of media options. Case studies of both well-established metropolises and developing destinations will be examined to provide practical insights into successful advertising campaigns.