"Nutrition, Tradition, Environment":Sustainable Growth and Appeal of the Italian Culture of Food in a Global Business Communication Perspective
Università Cattolica del Sacro Cuore
Area of Study
Taught In English
Recommended U.S. Semester Credits3
Recommended U.S. Quarter Units4
Hours & Credits
Overview"Feeding the Planet. Energy for Life": this is not only the Expo 2015 concept, but a real trend of betterutilization of natural resources within the food chain and an assessment of the environmental impact of theproduction and consumption of food. Sustainable food is one of the most important values in sustainabledevelopment which is, as a matter of fact, human unique path for development. But sustainable food is alsoa global opportunity of business and it offers a world of opportunities for promotion and communication tostakeholders. Italy has always represented tradition, creativity and innovation in the business of food and it isan example of how balancing growth and sustainability in nutrition. Attention to preserve, protect andcommunicate environment and its fruits as a value is one of the ?gene? of our country. By essays readings,case histories analysis, meetings with guest speakers and management tools creation in group projects, thecourse introduces green marketing and environmental communication with definitions, perspectives and bestpractices of eco-efficiency, sustainability and greenwashing in all the topics of total business communication,conventional and unconventional, comparing global and glocal strategies. We will analyse the impact andcost of dietary models for people and the planet and global food companies communication aboutsustainability, its relationship with territories and values. The focus will be then on best practices abouttradition, innovation and communication of "Made in Italy" sustainable food, exploring farms, foodcompanies, the agro-food logistics and distribution chain, the restaurant and catering industry, researchcentres.This course is expected to be highly interactive. Students are expected to proactively contribute to classdiscussion and to the building of concepts step by step by means of individual and group assignments.
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