TERRITORIAL MARKETINGAcademic Year 2018/2019 - 3° Year - Curriculum Tutela e valorizzazione del territorio
Credit Value: 6
Scientific field: AGR/01 - Agricultural economics and rural appraisal
Taught classes: 28 hours
Exercise: 28 hours
Term / Semester: 1°
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.
lessons frontal and exercises
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.
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)