• Provide theoretical skills on the role of culture and the territory as a lever for social and economic development.
• Understand the process of defining a marketing strategy for culture.
• Define the professional field of Place Marketing with specific reference to the skills and actions necessary in the development of a territorial marketing strategy.

Topics addressed during the course:

1. What is Culture
1.1 History of the term
1.2 Origin of idea of culture
1.3 Definition of Culture
1.4 Culture as a compass
1.5 Cultural identity
1.6 Cultural pluralism
1.7 Creative Cultural Industries
1.8 Gentrification
1.9 The globalization of culture

2. Territory
2.1 Urban / Rural
2.2 Competition / Cooperation
2.3 Environment / Context
2.4 Definition of Territory
2.5 Relationship - Complexity - Adaptive

3. Marketing of culture and territory
3.1 Role of Marketing
3.2 Palce Marketing
3.3 Place as a Brand
3.4 Community - Destination - Attractiveness
3.5 The origins of Cultural Marketing
3.6 Models and processes of cultural marketing

4 Tourism and events
4.1 Authenticity - vocation - Positioning
4.2 Tourism
4.3 Communication tools and models
4.4 Meeting Design and Event Management

5. Analysis
5.1 Case studies
5.2 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 dynamics of development of a territory and of a marketing strategy for culture. 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 cultural marketing strategy, knowing the role and objectives of this discipline in the complexity of a tourism and social system with particular reference to the knowledge of the elements of a Destination, a territorial brand and therefore the role of culture, 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 cultural and territorial marketing. In particular, they must be able to define the vocation and therefore the positioning of a Destination and the main cultural marketing models to be applied to the specific area.
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 Cultural and Territorial Marketing strategies and more specifically the phenomenon of tourism and 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.

Innovative teaching methods

The frontal teaching method will be enriched by individual and group exercises and insights that students will carry out using the University Moodle platform. Some topics of the course will be treated following the practice of the "inverted lesson".

Course books

Bollo A., Il marketing della cultura, Carocci editore, Roma, 2021
Basile G.,  Il Marketing del sistema Territorio, Franco Angeli, Milano, 2020
Giacani G., Inversione di Marca, Hoepli, Milano 2020

Notes provided by the teacher

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 ".

Disabilità e DSA

Le studentesse e gli studenti che hanno registrato la certificazione di disabilità o la certificazione di DSA presso l'Ufficio Inclusione e diritto allo studio, possono chiedere di utilizzare le mappe concettuali (per parole chiave) durante la prova di esame.

A tal fine, è necessario inviare le mappe, due settimane prima dell’appello di esame, alla o al docente del corso, che ne verificherà la coerenza con le indicazioni delle linee guida di ateneo e potrà chiederne la modifica.

Teaching

Study of the exam texts

Course books

The set texts for part-time students – who are able to take the exam as non-attending
students – are:

Bollo A., Il marketing della cultura, Carocci editore, Roma, 2021
Basile G.,  Il Marketing del sistema Territorio, Franco Angeli, Milano, 2020
Giacani G., Inversione di Marca, Hoepli, Milano 2020

Notes provided by the teacher

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 ".

Disabilità e DSA

Le studentesse e gli studenti che hanno registrato la certificazione di disabilità o la certificazione di DSA presso l'Ufficio Inclusione e diritto allo studio, possono chiedere di utilizzare le mappe concettuali (per parole chiave) durante la prova di esame.

A tal fine, è necessario inviare le mappe, due settimane prima dell’appello di esame, alla o al docente del corso, che ne verificherà la coerenza con le indicazioni delle linee guida di ateneo e potrà chiederne la modifica.

Attendance is obligatory for a minimum of 50% of the lessons. It is not possible to take the
exam as a non-attending student, with the only exception of those students who are
studying part-time.