CEA Course: Marketing


The purpose of this course is to provide students with a proper understanding of opportunities and risks associated with marketing products across political and cultural boundaries, with special reference given to the European and U.S. markets. The course focuses on the basic principles and tools of marketing and how they are differently applied in both markets. This comparison is strengthened by focusing on practical analysis of the marketing mix (product, price, distribution and promotion) and strategy of successful companies in Europe. Prerequisite: Introduction to Marketing. Credits: 3 Also offered as: SPN399B International Marketing taught in Spanish


This course provides you with an understanding of advertising and branding communication practices such as: common business activities and terminology, perspectives applied when taking the optimal approach to decisions, plus descriptions and rationales of common practices. Prerequisite: None. Credits: 3


This course applies business perspectives for analyzing the world of mediated professional sport and draws upon the supporting fields of marketing, advertising, finance commercial strategy and mass communication to demonstrate how corporate business models determine the contemporary culture and profits of professional sports within the new global order. Prerequisites: Introductory courses in Business, Marketing, Communications, Media Studies or with the approval of the instructor. Language of instruction: English. Credits: 3 Cross listed as BUS333.


This course examines the role fashion plays in defining personal images and investigates how modern society perceives, produces and consumes fashion. The business of fashion, the sociology of style and identity, the history of design and designers, and the image of fashion as conveyed through contemporary media are all considered. Prerequisites: Introductory courses in sociology, business, cultural studies or with approval of the instructor. Language of instruction: English. Credits: 3. Cross listed as SOC314.


A critical examination of the principles, processes and ambitions behind the transformation of Barcelona’s physical environment, economy and image over the past thirty years, this course evaluates both evolutionary and revolutionary changes to the city’s environment and identity in light of the post-modern demands placed upon cities to adapt to the social, organizational and symbolic requirements of post-industrial, globalized economies. Prerequisites: Introductory courses in Cultural Studies, Marketing, Public Relations, or with the approval of the instructor. Language of instruction: English. Credits: 3. Cross listed as CUL358.


The world of fashion is dynamic, and highly competitive. The task of gathering assortments that appeal to consumers is a challenging and rewarding occupation. To meet this challenge knowledge of products availability and incentives that drive consumers to buy is imperative. Fundamental to this knowledge is an understanding of retailer’s role in channeling products from producers to customers. Buyers differentiate between stores and other retail formats from competitors by the types of merchandise offered and the pricing strategies they employ. Understanding the dynamics and differences of retail buying concepts is critical to the success of those interested in buying and selling retail consumer fashion merchandise and services. This course covers the fundamentals of fashion and the basic principles that govern all fashion movement and change: the history and development, organization and operation, merchandising and marketing activities, trends in industries engaged in producing fashion, purchasing of fashion merchandise, foreign and domestic markets, and the distribution and promotion of fashion. Students will also learn about international economics including international trade and multilateral trade agreements balance of payments and foreign exchange, safe working environment, laws that protect the environment, globalization and technological advances and learn how these factors affect the business of fashion. For those majoring in Business, Marketing and Public Relations one of the greatest advantages of this course and of being in Florence is that you enjoy fantastic opportunities to witness at first hand and make contacts with industry professionals. Florence and nearby Prato still house many fashion, textile and buying companies. Frequent field trips to the headquarter of Roberto Cavalli, Gucci prototype factory, Gucci Museum, Ferragamo museum, and Angela Caputi’s workshop; Pitti Immagini trade shows; resident buying offices; and guest speakers from the industry make the course lively and stimulating. Additional fee applies. Credits: 3. Cross listed as FAS380.