TERRITORIAL MARKETING

AGR/01 - 6 CFU - 1° Semester

Teaching Staff

SALVATORE BRACCO
Email: salvatore.bracco@unict.it
Office: Via Santa Sofia 98 Ctania (Di3A)
Phone: 095-7580318
Office Hours: Martedì 11-13


Learning Objectives

The course aims to apply principles, theories and knowledge of marketing to the local territory for its endogenous development, through the instruments of economic policy for local development and the connection between government and private enterprise to establish programs, strategies and elaboration of joint projects.


Course Structure

Lessons frontal and exercises.

 

Information for students with disabilities and/or DSA.

As a guarantee of equal opportunities and in compliance with current laws, interested students can ask for a personal interview in order to plan any compensatory and/or dispensatory measures, based on their specific needs and on teaching objectives of the discipline. It is also possible to ask the departmental contacts of CInAP (Center for Active and Participatory Integration - Services for Disabilities and/or DSAs), in the persons of professors Giovanna Tropea Garzia and Anna De Angelis.



Detailed Course Content

Functions and territorial marketing objectives.

Identification marks of the territory’s attractiveness.

Application of marketing to the territory: fundamentals and conceptual understanding.

The territory system: complexity of components and relationships.

The function of local networks.

Analysis and demand segmentation.

Offer of territory in the marketing rationale through the main components (tangible and intangible), notable sites and local products: PDO. typical, etc.

Territorial marketing tools.

The area brand: a tool for local development.

The territorial marketing plan development.

Strategic planning and the action plan of territorial marketing.

The local communication: main tools and methods used.

Monitoring of the actions of territorial marketing.



Textbook Information

1) Caroli L,G. (2006): "Il marketing territoriale". Strategie per la competitività sostenibiledel territorio. Franco Angeli (MI)

2) Cercola R., Bonetti E., Simoni M. (2009): "Marketing e strategie territoriali" EGEA (MI)

3) Scipione A., Mazzi A. (2011): "Gestire e promuovere il territorio". Linee guida , strumenti operativi e casi studio. Franco Angeli (MI)




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