Here's how I would approach it: (this is based on my knowledge that you have studied Italian and have been in Italy at more than one occasion)
I start by talking about my personal background (family, what I have studied, what I am studying, etc.), then I would mention my knowledge of Italian language and how the period of studying there would enrich it. I would add that the program of education in Bologna really what I need to accomplish my career in whatever I am majoring in. I would conclude in talking about interests in Italy (culture, food, football, etc.)
Before concluding, you can add a tie breaker on why to choose you among other applicants. Some people say this is selling one's self but I say it is highlighting our distinguished skills to make yourself seen.
Good luck with that.
(I'm on MSN if you want to discuss it further)