Made in Italy: Selling the Italian lifestyle abroad 

I have been appointed visiting professor for the master program “Management del made in Italy. Promozione enogastronomica e valorizzazione delle eccellenze del territorio”, to give a seminar on food and beverage marketing. The seminar will teach students how Italian food and wine producers can use product-country-image and country-of-origin branding to positively influence consumer buying decisions in foreign target markets. The course will take place in Palermo (Sicily) and is offered by Università di Lingue e Scienze della Comunicazione Milano (IULM) together with Cerisdi Castello Utveggio (Centro di Ricerche e Studi Direzionali) and INPS (Istituto Nazionale della Previdenza Sociale).


For more information about this program, please visit