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Photo by FUA students 

 

A few weeks ago, our Session I students from The Marketing Mix: Product, Price, Place and Promotion course visited Calistro, a restaurant specialising in food from Casentino, a valley situated in eastern Tuscany.

 

“Calistro” presented their business, values, products as well as their market approach to the class. After the presentation, the students and professor Paolo Fiorini attempted to make Calistro’s famous raviolo, their flagship product. 

 

Andrea, owner of Calistro, proposed a project to our FUA students:  study the feasibility and possibility of opening a second location in northern Italy.

 

During the following 3 weeks of the course, our students worked in groups. They created a market analysis to figure out the ideal city for a second location (based on the economic characteristics, competition and market potential) and find the ideal client. 

 

Once the strategies had been defined, the students made decisions based on the main market variables, identifying the modifications necessary to bring to the current business in order to adapt to the city that had been chosen by each group. 

 

The day before the exam, our students were excited to present 6 different projects in front of Andrea. He was very appreciative of all of the hard work and has taken into consideration all of the ideas for the current business, as well as the proposals for a second opening in another city.


The Marketing Mix: Product, Price, Place and Promotion is a 3 credit course that was designed to help students discuss and analyze major marketing themes and concepts. Students will examine the influences a marketing plan has on Product definition (market of reference and segment analysis), Price, Place (distribution channels), and Promotion. Topics include an introduction to marketing, marketing planning, product concepts and product management, segmentation, targeting and positioning, consumer buying behavior, promotional activities, channels of distribution, and pricing concepts. 

 

The course will also discuss a valid approach to the marketing process, from analysis to planning, implementation, and control of programs designed to generate the desired exchanges with target markets for the purpose of achieving organizational objectives.

 Calistro is open for lunch and dinner and is situated on Lungarno Benvenuto Cellini, 43. 

 

Future editions of this course can be consulted at the FUA academic schedule. 

 

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