December 2013 – DEV – The Umbra Institute – Study Abroad in Italy

This semester has been filled with local volunteer opportunities for students. Everything from UNICEF Pigotta doll making and wrapping holiday gifts with Mani Tese, to English tutoring at local schools. Umbra participants have not shied away from these opportunities, but instead have jumped at the chance to step outside of the classroom and give back to the community that has become their home away from home.

Over several weekends, many students volunteered with the Orsini Family of Orsini Agriturismo in nearby Passignano sul Trasimeno. As a small-scale, family-run operation, all sowing and harvesting is done by hand. It is here where students experienced the day-to-day operations of a rural Italian farm during harvest time working alongside members of the family harvesting both fagiolina beans and olives. It also served as a wonderful opportunity for students to become honorary members of the Orsini family, gaining insight into Italian family relationships as they practiced their Italian language skills.

“I volunteer a lot in the United States, so working with the Orsini family allowed me to continue that practice, while also getting more in touch with local culture,” commented University of Wisconsin-Madison student Joseph Orner. “Harvesting fagiolina beans had me working alongside Italians within their element, demonstrating their strong work ethic and the tight bonds that they have as a family, since they do work so closely together. It makes you appreciate the work that goes into the process.”

Umbra’s BSIM 390: International Marketing provides students with an overview of theoretical and current business practices of international marketers, combined with a service learning component that allows for real world experience through a partnership with a local Umbrian company.

This year’s partner, Pashmere, is a 3^rd generation, Umbrian, traditional Italian family-run, cashmere clothing company located in Ponte San Giovanni. Previously creating private label collections for designers such as Donna Karen, Prada, Fendi, and Versace; Pashmere shifted their focus in 1999 to designing for their own collection. Following the traditions of artisanal knitwear, their pieces are designed in-house, working with emerging designers. Their goal is to continue building their business in various markets abroad, while continuing to deliver a high-quality, luxury product.

To assist Pashmere in obtaining this goal, students researched current and potential exportation markets in targeted countries selected by the company: China, Japan, Germany, Russia, and Brazil. Based on managerial interviews, on-site observations, a SWOT analysis, and review of Pashmere’s business operations and materials, groups presented their findings and recommendations to Pashmere representatives this past Thursday.

“Working with Pashmere gave our class an amazing opportunity to apply what we’ve learned in the classroom regarding key target markets, consumer research, and marketing strategies,” commented Babson College student, Kirti Nahar. “My concentration is Marketing and Global Business Management, so working with Pashmere was the perfect project to practice my skills and give me a glimpse of my future career path.

“This class and involvement in this project has made me realize the importance of conducting research on cultural differences before entering a new market,” added Brandeis University student Sathvika Reddy. “I have gained a new way of thinking and analyzing – using a combination of creativity and analysis to come up with innovative ideas.”

The Umbra Institute is committed to creating innovative international education opportunities for students, allowing for immersion into the local community. Service learning at Umbra links critical thinking and academic coursework with personal reflection and collaboration with the local community. Participation allows students to become active participants in their learning, both in and outside of the classroom.

International Marketing students with Pashmere company representatives during an onsite visit earlier in the semester.

Umbra’s Roman Empire class spent the last weekend following in the footsteps of the city’s greatest emperors, taking in what remains of Marcus Aurelius’ eternal “city of marble”. Armed with walking shoes and the greatest Roman guide of the past 2,000 years, Professor Giampiero Bevagna, students spent a sunny Friday exploring the Foro Romano, or Roman Forum. During the heyday of the Empire, the Roman Forum was the city’s economic and judicial nucleus. Located between the Capitoline and Palatine hills, it is the site of the ruins of the Senate House and the home of the Vestal Virgins, among other important structures. The day concluded with a visit to the nearby Coliseum and some free time in Rome at night.

Saturday found our intrepid students following the route of the entire Triumphal Parade, an ancient path through the streets of Rome. Triumphal Parades were awarded only by Senate decree in celebration of conquering generals , and wound past the capital’s most impressive temples and government buildings. Professor Bevagna encouraged students to imagine a Rome without modern-day roads crisscrossing the ruins, and fathom just how impressive the collection of massive marble buildings were when intact. The afternoon was spent enjoying free time around Rome before heading back to Perugia at night.

Student AnniLauri Villeme noted, “This field trip included information about the Forum, Colosseum, Temples, and all the different buildings that were really important to see first-hand. It totally brought what we have been studying to life. Giampiero can explain complex history in simple terms that improve the experience immensely.”