TERRITORIAL MARKETING

1. Knowledge and understanding:The student will acquire specific skills in the field of marketing applied to local economic development. They will allow him to analyze the factors that affect the competitiveness of local systems and to understand the logic that guide the choices of both policy makers at various levels, and businesses that decide to locate in a given area. The teaching is aimed at spreading knowledge about the major conceptual categories underlying the marketing planning and related policies aimed at promoting regional development in mature industries (eg tourism) and in high-tech sectors (eg. Biotechnology and nanotechnology ).
2. Applying knowledge and understanding : The student will be able to assess effectively with the issues related to the training and development of a territorial system, as well as to identify and evaluate mechanisms and marketing policies that are instrumental in enhancing the competitiveness of a territorial system, over time. In particular, the student will master the tools to manage the operational issues of territorial marketing and acquire the methodological skills necessary for the creation and implementation of marketing plans territorial.
3. Making judgements: The student will be able to tackle critical issues of competitive positioning of territorial systems and to reflect individually on the role of the choices of both public policy makers and the strategies pursued by firms belonging to a given territory on the attractiveness and sustainability of an area territorial. The student will also be urged to evaluate different options for development and territorial marketing tools, based on information previously acquired and processed
4. Communication skills: The student will be able to master a technical language, and to transfer to other information and assessments on issues of territorial marketing. This ability is also stimulated by the interaction that takes place in the classroom through critical debate on the issues raised.
5. Learning skills: At the end of the lessons, students will have acquired learning skills that will allow them to manage their own professional development in the field of territorial marketing. they will have also gained the ability to deal critically reading and understanding of both scientific articles that initiatives of policy makers in the field of local economic development. Such learning abilities will be stimulated, during class, by a participative style that involves the presentation and discussion of case studies by students.

The course of Territorial Marketing addresses the key conceptual categories within marketing and their application for the promotion and development of local systems, according to criteria of competitiveness and sustainability. The course is divided into three modules (3 credits each) and aims to develop the knowledge required to address strategically and operationally the issues of planning and management of territorial systems that present vocation both towards mature and innovative economic secrors.
The first module addresses the issues of strategic analysis of regional marketing, examining in particular: the territory as a competitive system; the conditions and factors affecting the competitiveness of a territory; the degree of attractiveness of a territory from the perspective of the enterprise; actors of local marketing; the analysis of supply and demand planning. The second module focuses on aspects related to the formulation of a strategy of regional marketing, and analyzes: strategy and territorial development planning; the strategic plan; the role of marketing planning agencies; patterns of land development and its governance; experiences of models of governance of the territory (Districts, Nature Center, Convention Bureau, Film Commission, etc.); policies of investment attraction. The third module focuses on experiences and application areas of marketing planning, deals with the operational aspects related to the preparation of a marketing plan and analyzes the definition of the strategies of territorial supply and communication and promotion of the territory, also through case study.

1. Caroli Matteo, Il marketing territoriale. Strategie per la competitività sostenibile del territorio, Franco Angeli, 2011.

2. Gigliuto Livio, Come promuovere la città - Strumenti e azioni efficaci di marketing del territorio, Franco Angeli, Milano, 2015, capp. 2, 3.

3. Lecture notes by the teacher - Teaching materials used during the course (slides, case studies and other readings).