In today’s uncertain climate, competitiveness and sustainable development have become milestones of both advanced and emerging countries. The course is focused on the role that Place Marketing plays in local and regional development policy. A specific focus is dedicated to culture-based interventions in local development processes.

Specific learning objectives of the course:

• to develop an understanding of the actual economic, cultural and political globalization scenario;
• to define methodological aspects related to Place Marketing framework;
• to understand and practice some basic Place Marketing  tools & techniques;
• to create an original simulation exercise of a Place Marketing Strategy in a small group activity context.

1. What is the Territory?
1.1. The concept of Territory 

2. The Territorial Marketing and Local Development
2.1. Define the Local Marketing
2.2. The Local Development policies

3. The complexity of the territorial system
3.1. The demand of the territorial system
3.2. The supply of the territorial system 
3.3. The actors of the territorial system 
 

4. The methodological tools of Marketing applied to the territory
4.1. Setting the work groups

5. The strategy in practice
5.1. Place Audit and Visioning
5.2. Analysis of domestic and external demand
5.3. SWOT analysis
5.4. Segmentation, Targeting, Competition, Positioning

6.Operating levers of Local Marketing
6.1.Creatività and culture as tools for spatial development
6.2. Model of creative tension for the definition of a Vision and Strategic Challenges
6.3. Appropriateness of the matrix
6.4. The Stakeholder Analysis
6.5. Formulation of the Positioning Statement

Marketing fundamentals

Students must achieve: 1. Knowledge and understanding: how to master the basic knowledge related to the territory as anthropological space; the territory as a competitive system; the formulation of a regional marketing strategy; operational marketing; the territory as a creative laboratory. 1.1. Students are awarded such basic knowledge through attendance of lectures and study of the texts discussed in class. 2. Applying knowledge and understanding: through the ability to analyze and understand the systemic concept of Territory and the evolutionary dynamics of the Territorial Marketing. 2.2. Skills acquired through periods of discussion and workshop exercise in class. 3. Capacity of judgment: rifelssione criticism on the evolutionary dynamics of the Territorial Marketing and the complexity of the systemic concept of the Territory. 3.1. That judgment will be applied in the comparison in the classroom with their teacher and colleagues, during the cases and in the final exam tutorials and presentations. 4. Communication skills: Students are invited to interact in the classroom through questions, trade with fellow students, group work and presentation of original projects. 4.1. Skill practicing in the classroom with the organization of moments of exercise and discussion. 5. Learning skills: students are asked to use the theoretical frameworks and methodologies learned to be able to simulate in a group work context a strategy of territorial marketing. 5.1. This ability is stimulated through classroom activities, in comparison with the teacher and fellow students. (SWOT analysis, model of creative tension for the definition of a Vision and Strategic Challenges, the internal and external demand analysis: the suitability matrix, Stakeholder Analysis, Formulation of a sentence of positioning, operational levers of the Territorial Marketing).

The teaching material prepared by the lecturer in addition to recommended textbooks (such as for instance slides, lecture notes, exercises, bibliography) and communications from the lecturer specific to the course can be found inside the Moodle platform › blended.uniurb.it

Teaching

Lectures, case studies analysis, group work activities.

Attendance

It will be a compulsory attendance 50% of the lesson time. Participation in discussion activities and group work on original projects.

Course books

• Caroli M.G., Il marketing territoriale, FrancoAngeli, Milano 2006 
• Castellett M., D’Acunto M., Marketing per il territorio, Franco Angeli, 2006

Assessment

The exam will be held through an individual interview based on textbooks suggested. The aim is to evaluate both students’ comprehension of the content and his ability in reworking concepts and in argumenting. It is possible to present a written document on a topic agreed with the teacher. 

• Excellent grades will be given in presence of: a good critical perspective and in depth study; knowing how to link among them the main subjects addressed during the course; the use of an appropriate language.
• Good grades will be given in presence of:  good mnemonic knowledge of the contents; a relatively good critical perspective and connection skills related to the treated topics; the use of appropriate language.
• Sufficient grades will be given in presence of: the achievement of a minimal knowledge on the treated themes, even in presence of some gaps; the use of a not appropriate language.
• Negative grades will be given in presence of: a difficult orientation related to the treated topics; knowledge gaps; the use of a not appropriate language.

Disability and Specific Learning Disorders (SLD)

Students who have registered their disability certification or SLD certification with the Inclusion and Right to Study Office can request to use conceptual maps (for keywords) during exams.

To this end, it is necessary to send the maps, two weeks before the exam date, to the course instructor, who will verify their compliance with the university guidelines and may request modifications.

Teaching

Study of the course books. It is possible to present a written document on a topic agreed with the teacher.

Course books

Caroli M.G., Il marketing territoriale, FrancoAngeli, Milano 2006 

Assessment

The exam will be held through an individual interview based on textbooks suggested. The aim is to evaluate both students’ comprehension of the content and his ability in reworking concepts and in argumenting. It is possible to present a written document on a topic agreed with the teacher. 

• Excellent grades will be given in presence of: a good critical perspective and in depth study; knowing how to link among them the main subjects addressed during the course; the use of an appropriate language.
• Good grades will be given in presence of:  good mnemonic knowledge of the contents; a relatively good critical perspective and connection skills related to the treated topics; the use of appropriate language.
• Sufficient grades will be given in presence of: the achievement of a minimal knowledge on the treated themes, even in presence of some gaps; the use of a not appropriate language.
• Negative grades will be given in presence of: a difficult orientation related to the treated topics; knowledge gaps; the use of a not appropriate language.

Disability and Specific Learning Disorders (SLD)

Students who have registered their disability certification or SLD certification with the Inclusion and Right to Study Office can request to use conceptual maps (for keywords) during exams.

To this end, it is necessary to send the maps, two weeks before the exam date, to the course instructor, who will verify their compliance with the university guidelines and may request modifications.

For part-time students attendance of the lectures is not mandatory. Students who will not attend at least the 50% of the lectures will have to contact the teacher.