The old proverb about the barefoot shoemaker is, alas, a rule in Italy (and not only here). However, encouraging exceptions are emerging.
There are quite few universities offering postgraduate courses aimed to get a better reputation and more sales employing new marketing tools, such as digital and social media. Funny enough (or tragically enough) almost none uses what they teaching to became popular and selling effectively. Something, though, is changing.
See on www.fabriziofaraco.it