Dr. Wei Shi - Strategic Branding: Global Perspectives

Strategic Branding: Global Perspectives is a new summer study abroad program offered by Professional Communications department in Florence, Italy. Florence has cultivated the ideas of early visionaries like Leonardo and Machiavelli, and it is the birthplace of the modern fashion industry in Italy. This course takes advantage of the extraordinary cultural resources provided by the city of Florence and you will have opportunities to interact with local brands. The course includes a combination of lectures, field tours (e.g., Gucci Garden, Ferragamo Museum, II Borgo Cashmere, Lisio Silk Workshop), and group projects in the three weeks of study from July 14 to Aug 2, 2024. Students will become acquainted with cutting-edge frameworks, concepts and tools that have been adopted by fashion industry around the globe to build lucrative brand franchises. Additionally, students will learn to take a consumer-centric approach to evaluate the role of marketing communication channels in brand management.