Authors: Olivia Diedrich | Major: Accounting: |Semester: Summer 2024

Piazzale Michelangelo: favorite sunset location in Florence

Over the summer, I had the chance to study abroad in Florence, Italy for five weeks.
The company I used was API, specifically the Summer Business, Arts, Humanities, Italian Language and Culture in Florence program. I was so happy with the program I picked because it gave me freedom in picking from a large variety of classes, great housing accommodations, and flexibility to travel where I wanted to on the weekends. I’ve always wanted to study abroad during college because I enjoy traveling, particularly in Europe. I chose Florence for two main reasons. First, my family visited Italy when I was younger, and I’ve always wanted to go back because of its beautiful scenery, rich history, and incredible food. Second, two of my close friends had recently completed a semester in Florence and had only positive things to say about their experience. After hearing about their time there, I was confident that I would also love studying abroad in Italy. I am so thankful that I had the opportunity to study abroad in Florence and it 100% lived up to its reputation. This experience has blessed me with so many unforgettable moments, new perspectives, and overall, a love for Italy.

While studying abroad, I took two classes, each worth three credits. The first class was Wine Marketing, which I thoroughly enjoyed. I gained a deeper understanding of the wine industry, the wine-making process, Italy’s role in the market, and more. This class expanded my limited knowledge of wine and made me feel more knowledgeable about the topic, which had previously seemed quite intimidating to me. Throughout the course, I completed two main projects and presented my work. The first presentation focused on the correlation between alcohol and health, delving into this controversial topic that plays a significant role in the wine industry’s success. The second project was a group assignment where we created a wine company and developed a marketing strategy. For this presentation, I worked on establishing our online presence on social media and the web. I also identified our target consumers and outlined specific strategies to reach each segment. I provided a historical background explaining how our company’s traditions and values contribute to our credibility as a luxury wine brand.

These projects allowed me to apply the knowledge gained in class to real-life scenarios. The second class I took was called Fashion Buying Concepts. This course broke down the steps it takes to get a product from a sketch to the customer. I was able to learn about the history of fashion in Italy and how Florence played a significant role in the birth of Italian fashion. Our teacher had once been a buyer for multiple big-name companies, so she was able to impart her personal experiences and knowledge of the business to us. She made it a point to discuss the importance of ethical business practices and how the buyer plays a critical role in a company’s reputation. As a group project, we compared two luxury Italian companies, breaking down their target market, how they source their goods, the quality of the products, revenues, and more.

During this class, we also took two field trips. The first one was to a leather factory in Florence where the family showed us how they design their products, how the leather is made, and different types of leather. This experience was very interesting, and I loved how we were able to see the history of the city coupled with the class’s objectives. The second field trip was to two different stores. Here we compared the store’s layouts, where their products were made, the quality and price, and other distinctive factors. I learned valuable information about the fashion industry and how companies work to stand out against competitors and gain that competitive advantage, which can be applied to any type of business. Both of my classes were very insightful and interesting. I was able to learn from teachers who had personally worked in both respective industries and truly had a passion for it. I thought that their love for the class they were teaching made the courses so much more impactful.

During my time abroad I would have to say that visiting the Amalfi Coast was a highlight of the trip. I planned this trip with my friend and ended up inviting our roommates who we met in Florence. We took the train from Florence to Salerno and then a ferry to Amalfi town, where we stayed for two nights. It was a beautiful experience. On the first day, we explored the town, relaxed on some sunbeds at the beach clubs, and went swimming in the ocean. The second day was my favorite. We had a boat day with other groups, and our captain took us along the coast, showing us different towns and coves. We stopped at a few places to swim in the crystal blue water and visited the picturesque town of Positano. We ended the day with a dinner of fresh seafood and gelato. I highly recommend visiting the Amalfi Coast to anyone traveling to Italy during the summer season.