• Provide theoretical skills on the role of the territory as a lever for social, economic and cultural development.
• Define the professional FIELD of action of Place Marketing with specific reference to the skills and actions necessary in the development of a territorial marketing strategy.
• Define roles and skills in the design and implementation of an event, with particular attention to the elements of Event Design, Budgeting and risk management

Topics addressed during the course:

1. What is Territory
1.1 History of housing evolution
1.2 Reference terminology
1.3 Urban - Rural Relationship
1.4 Environment-Context Contrast
1.5 The competition between territories
1.6 The stakeholders of reference
1.7 Governance

2. Elements of territorial marketing
2.1 Principles of Marketing and Local Marketing
2.2 Branding Elements
2.3 History of Territorial Marketing
2.4 Role and PURPOSES of Territorial Marketing
2.5 Sustainability
2.6 Tourism marketing
2.7 Destination, Place as a brand, authenticity
2.8 The strategy
2.9 Storytelling and communication

3. Event planning and organization
3.1 The role of events - Definition and typology
3.2 Meeting Design: planning the event
3.3 Event Management: realize the event
3.4 Marketing and communication strategy
3.5 Budget and risk management

4. Analysis
4.1 Case studies
4.2 Exercises

1 Knowledge and understanding: the student must achieve mastery in the terminology and in the definition of the elements (stakeholders) that interact in the development dynamics of a territory. He must therefore be able to recognize them and recognize the relationships that these tangible and intangible elements establish between them. Must have the ability to define the path of construction of a territorial marketing strategy, knowing the role and objectives of this discipline in the complexity of a territory with particular reference to the knowledge of the elements of definition of a Destination, a territorial Brand and therefore to the role of authenticity and sustainability.
1.1 Students achieve this basic knowledge by attending lectures and studying the texts discussed in the classroom.

2 Applying knowledge and understanding: the student must have the ability to define, given a specific area, the process of applying territorial marketing. In particular, they must be able to define the vocation and therefore the positioning of a Destination and define the best strategic path for its complete expression.
2.1 Skills acquired through moments of comparison on real case studies.

3 Making judgments: the student must recognize the degree of effectiveness of the Territorial Marketing strategies and more specifically the role of events as a lever of strategic definition.
3.1 Skills acquired through moments of comparison on real case studies.

4 Communication skills: the learner must be able to present his own strategic vision, given a specific shared project, using correct expressions and terminology.
4.1 Skills acquired through dynamic exchanges, group work and exercises

5 Learning skills: the student, independently or in a team, must SHOW that he can define his own strategic method that connects theoretical skills and empirical analysis and defines a territorial marketing or event management strategy.

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

Frontal lessons, analysis of case studies, exercises and group work.

Course books

Giacani G., Inversione di Marca, Hoepli, Milano 2020
Basile G.,  Il Marketing del sistema Territorio, Franco Angeli, Milano, 2020
Carli M.O., Milone M., Terezio M.C., Gli eventi: dalla progettazione all'organizzazione - Manuale operativo di Event Management, Franco Angeli, Milano, 2021

Libri consigliati
Antonacci F., Carriero C. Local marketing. Strategie per promuovere e vendere sul territorio, Hoepli, Milano 2017

Assessment

Verification of learning will take place through an individual oral interview based on the reference texts for the exam, aimed at assessing both the learning of the contents by the student and his / her ability to elaborate and DEBATE.
It is possible to ELABORATE AND present a written paper on a topic agreed with the teacher.
EVALUATION SCALE :

(They will give rise to evaluation of) EXCELLENCE: the possession by the student of good critical and in-depth skills; knowing how to connect the main issues addressed in the course; the use of an appropriate language with respect to the specificity of the discipline.

(They will give rise to) DISCREET : the possession by the student of a mnemonic knowledge of the contents; a relative critical and connecting capacity between the topics covered: the use of appropriate language.

(They will give rise to) SUFFICIENT : the achievement of a minimal amount of knowledge on the topics covered by the student, even in the presence of some training gaps; the use of inappropriate language.

(They will give rise to) NEGATIVE: difficulty in orienting the student with respect to the topics addressed in the exam texts; training gaps; the use of inappropriate 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 exam texts

Course books

Giacani G., Inversione di Marca, Hoepli, Milano 2020
Basile G.,  Il Marketing del sistema Territorio, Franco Angeli, Milano, 2020
Carli M.O., Milone M., Terezio M.C., Gli eventi: dalla progettazione all'organizzazione - Manuale operativo di Event Management, Franco Angeli, Milano, 2021

Libri consigliati
Antonacci F., Carriero C. Local marketing. Strategie per promuovere e vendere sul territorio, Hoepli, Milano 2017

Assessment

Verification of learning will take place through an individual oral interview based on the reference texts for the exam, aimed at assessing both the learning of the contents by the student and his / her ability to elaborate and DEBATE.
It is possible to ELABORATE AND present a written paper on a topic agreed with the teacher.
EVALUATION SCALE :

(They will give rise to evaluation of) EXCELLENCE: the possession by the student of good critical and in-depth skills; knowing how to connect the main issues addressed in the course; the use of an appropriate language with respect to the specificity of the discipline.

(They will give rise to) DISCREET : the possession by the student of a mnemonic knowledge of the contents; a relative critical and connecting capacity between the topics covered: the use of appropriate language.

(They will give rise to) SUFFICIENT : the achievement of a minimal amount of knowledge on the topics covered by the student, even in the presence of some training gaps; the use of inappropriate language.

(They will give rise to) NEGATIVE: difficulty in orienting the student with respect to the topics addressed in the exam texts; training gaps; the use of inappropriate 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.