SECS-P/08 - 9 CFU - 1° Semester

Teaching Staff


Learning Objectives

  1. Knowledge and understanding: Students will achieve specific skills in the field of marketing applied to territories and to strategies for local economic development. Such skills will allow them to analyze the factors affecting the competitiveness of local systems and to understand the elements that guide the choices of both policy makers at various levels, and firms which decide to operate in a specific area. Specifically, the attention is focused on those activities aimed at supporting competitiveness and tourist promotion of local areas and cultural resources. 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.
  2. Applying knowledge and understanding: The student will be able to assess effectively with the issues related to the creation 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 necessary methodological skills for creating and implementing territorial marketing plans.
  3. Making judgements: Students 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 on the attractiveness and sustainability of an area. Students will also be enabled to evaluate different development options and territorial marketing tools, based on information previously acquired and processed.
  4. Communication skills: students will learn to use an appropriate marketing language and marketing concepts. They will also be able to discuss critically the problematic issues and strategic options of territorial marketing. This ability is also stimulated by the interaction that takes place in the classroom through critical debate on the topix explored during the lessons.
  5. Learning skills: At the end of the lessons, students will achieve learning skills that will allow them to manage their own professional development in the field of territorial marketing. They will also be able to critically read and understand both scientific articles and policy makers choices 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.


Course Structure


The course consists of lectures on the topics included in the program and is enriched by classroom testimonials by subjects operating in the territory within institutions or companies. In-depth study activities are also foreseen through the analysis and discussion in the classroom of case studies, as well as through individual thematic studies and group work.

During the course, an active participation of the students and a continuous interaction between students and teacher are encouraged.

Attendance is highly recommended.

Detailed Course Content

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.

It is divided into three modules, which aim to develop the knowledge needed to deal, strategically and operationally, with the issues concerning the design and management of territorial systems, within areas characterized by both mature, emergent and innovative sectors.

The first module addresses the issues of strategic analysis of regional marketing, and specifically examines: the territory as a competitive system; the conditions and factors affecting the competitiveness of a territory; the degree of attractiveness of a territory from firms’ perspective; the main marketing actors at local level; offer and market analysis for a territory.

The second module focuses on the aspects related to the formulation of territorial marketing strategies, and analyzes: strategy and planning of territorial development; the role of the various players involved in the governance of territorial systems and in the design and implementation of territorial marketing initiatives; investment attraction policies; destination management and marketing activities.

The third module focuses on experiences and areas of application of territorial marketing. It deals with the most operational aspects related to the preparation of a territorial marketing plan and analyzes, also through the analysis of some case studies, the tools to define strategies for the development and promotion of resources, products and the territory as a whole. The focus is on issues related to strategies for the enhancement of cultural heritage and events as destination branding and territorial marketing tools.

Textbook Information

1. Caroli Matteo (2011), Il marketing territoriale. Strategie per la competitività sostenibile del territorio, Franco Angeli, Milano, chapters: 1, 2 (section 2.3 excluded), 3, 4, 5.

2. Martini U. (Ed.) (2017), Management e marketing delle destinazioni turistiche territoriali, McGrawHill, Milano, chapters: 2, 3, 6 (sections 6.4 and 6.5 excluded), 7.

3. Hannouts: Teaching materials used during the course (slides, case studies, book chapters and other readings)


The teaching material (slides, scientific papers, book chapters, and other reading provided by the teacher) is available at the library of the Department of Economics and Business. The slides shown during the lectures will also be published on Studium.it

Open in PDF format Versione in italiano