The American University of Rome’s Business Club left campus recently for an immersive academic field trip to one of Italy’s most iconic brands: the Perugina Chocolate Factory. Just outside Perugia, students stepped into a setting where tradition, innovation, and brand storytelling have shaped a century of commercial success - an ideal backdrop for examining how heritage companies continue to thrive in a global market.
The visit opened with an introduction to Perugina’s origins and the entrepreneurial partnership between founders Luisa Spagnoli and Giovanni Buitoni. Students explored the factory’s museum, tracing the evolution of packaging, advertising, and the enduring appeal of the Baci brand, complete with its famed love notes. A highlight was the replica of the largest Baci ever created - an emblem of the company’s flair for imagination and scale.
From there, students followed the elevated walkway through the production facility, observing how modern manufacturing integrates with long-standing artisanal practices. The tour concluded with a guided tasting of Perugina’s signature products. Afterwards, the group spent the afternoon in Perugia’s historic center, taking in the city’s medieval streets and panoramic views.
For AUR, academic field trips are a defining component of the student experience. They connect classroom theory with real-world practice, deepen cultural literacy, and strengthen the sense of community that underpins effective learning. This visit to Perugina exemplified that approach: a blend of industry insight, cultural exploration, and shared discovery.
About the Business Club
The Business Club plays a central role in extending that learning beyond the curriculum. As AUR’s oldest student organization, the Club offers a holistic introduction to the world of business through its three pillars: social engagement, hands-on learning, and service to the University community. Members organize guest speakers, visit companies and trade fairs, and run some of the campus’s most anticipated social events—including the annual BizClub Fashion Show.
The Club also manages AUR’s on-site merchandising operations. By overseeing product development, sales, and brand presentation, students gain practical experience in retail operations, marketing, and financial management. A portion of the proceeds is reinvested each year in the University, underscoring the Club’s ethos of leadership through service.
Together, the Perugina field trip and the ongoing activities of the Business Club highlight what distinguishes an AUR education: meaningful experiential opportunities, direct engagement with industry, and student-driven initiatives that prepare graduates to lead with confidence and curiosity.
Student Caroline Baldwin contributed to this article.