Studying international marketing is one thing – experiencing it firsthand is another. From February 20-22, our group of 16 MBA students from Germany, led by Professor Jan Freidank, joined Italian marketing students in Bergamo for an intensive three-day learning experience.
Through company visits, expert lectures, and hands-on negotiation exercises, we explored real-world marketing strategies, cross-cultural business practices, and industry-specific insights in sectors like beauty, machinery, and food production. This trip not only deepened our understanding of international markets but also connected us with professionals who brought theoretical concepts to life.
Day 1: Exploring business in Lombardy
The program officially began on February 20 with a welcome from Professor Cavallone. He introduced us to Lombardia, the economic heart of Italy, home to companies such as Brembo, Tenaris, Gewiss, and the Italcementi Group.
Our first stop was Panestetic, a company in the beauty industry. CEO Giada Zambello gave us a deep dive into the importance of small and medium enterprises (SMEs) in Italy - in fact, they make up 38% of the country's economy. A quote from Professor Cavallone really stuck with us: "Where the customer is, we are."
After a traditional lunch of polenta, we moved on to the next stop. In the afternoon, we visited Tesmec, a company that specializes in trenching equipment, rail solutions and smart grid management. What made this visit special was that former students of the Italian marketing course - now working at Tesmec - shared their experiences, talked about marketing strategies (like using LinkedIn for lead generation), and gave us a tour of the facility with the massive trenching machines.
Day 2: The business of Italian food
On February 21, we spent the entire day at Fratelli Beretta, a leading food production company specializing in Italian deli meats.
The day started with guest speaker Stefano Dozio from the company Cocktail Machine, who shared some wisdom from the food and beverage industry. His biggest lesson? "Go beyond the numbers - business is always about people." Then Leonardo Marabini, a former student of Professor Cavallone (and now a professor himself), gave us a masterclass in storytelling, an essential skill in marketing. The final speakers were Antonio Acunzo & Massimiliano D'Aurelio from MTW GROUP Miami. They joined us via video call from Miami and gave us a breakdown of how U.S. politics affects business strategies, which was eye-opening for anyone looking to expand internationally.
Enrico Farina, Marketing Director at Fratelli Beretta, our host for the day, provided insights into the cornerstone of the Italian economy: food exports. Fratelli Berette focuses particularly on "salumen," also known as delicatessen or charcuterie. We learned that TV advertising remains crucial in Italy due to its aging population, which makes Italy one of the oldest nations next to Japan.
In the evening, some explored Bergamo's charming old town, accessible by cable car, while others took the opportunity to visit nearby Milan.
Day 3: Business negotiations & alumni insights
On our last day, we gathered at the University of Bergamo for a business simulation exercise. We were divided into teams, each representing a company, and had to negotiate deals with other the other teams – without knowing their true objectives. It was frustrating, fun, and a great real-world preparation for the challenges of business. Finally, we had a special visit from Stefano Cevenini, President of the MBA Alumni Association. He spoke about the importance of staying connected and hinted at a possible next international reunion in Naples.
After a celebratory dinner in the old town of Bergamo, our international case study adventure came to an end. These three days were not just learning about business, but about making connections, seeing marketing in action, and experiencing a new culture.
This trip showed us that the best way to learn is through real experiences: by engaging with companies, cultures, and the challenges of global markets firsthand. With one more module done, we are now one step closer to completing our MBA and taking the next step in our professional journeys.
// Author: Katharina Röschegg
// Pictures: Jan Freidank