Alfonso SIANO | LABORATORY OF HERITAGE MARKETING AND PLACE BRANDING
Alfonso SIANO LABORATORY OF HERITAGE MARKETING AND PLACE BRANDING
cod. 1222800015
LABORATORY OF HERITAGE MARKETING AND PLACE BRANDING
| 1222800015 | |
| DEPARTMENT OF POLITICAL AND COMMUNICATION SCIENCES | |
| EQF7 | |
| MANAGEMENT OF TOURISM SYSTEMS FOR SUSTAINABLE DEVELOPMENT | |
| 2023/2024 |
| YEAR OF COURSE 2 | |
| YEAR OF DIDACTIC SYSTEM 2022 | |
| SPRING SEMESTER |
| SSD | CFU | HOURS | ACTIVITY | |
|---|---|---|---|---|
| SECS-P/08 | 6 | 40 | LESSONS |
| Objectives | |
|---|---|
| TEACHING AIMS TO ENABLE STUDENTS ADEQUATE UNDERSTANDING OF THE PHENOMENA OF HERITAGE MARKETING AND PLACE BRANDING, TAKING INTO ACCOUNT THE TECHNOLOGICAL, SOCIAL, ECONOMIC, COMPETITIVE AND CONSUMER FACTORS ACTING . FOR LEARNING PURPOSES, THE TEACHING INTENDS TO TREAT HERITAGE MARKETING AND PLACE BRANDING FROM A FULLY MANAGERIAL PERSPECTIVE, SO AS TO PROVIDE STUDENTS WITH AN ADEQUATE BODY OF PRINCIPLES, TECHNIQUES AND TOOLS FOR ANALYSIS, EVALUATION AND DECISION-MAKING IN THE FIELD. THE TEACHING MAKES USE OF CASE STUDIES AND CASE HISTORIES. IN LIGHT OF THE KNOWLEDGE ACQUIRED, THE STUDENT WILL BE ABLE TO: - UNDERSTAND THE MEANING, POTENTIAL AND VALUE OF THE NOTIONS, PRINCIPLES, TECHNIQUES AND TOOLS OF HERITAGE MARKETING AND PLACE BRANDING; - CORRECTLY APPLY THE PRINCIPLES, TECHNIQUES AND TOOLS OF RESEARCH, ANALYSIS, EVALUATION, DECISION-MAKING (PLANNING) IN HERITAGE MARKETING AND PLACE BRANDING; - EXPRESS CRITICAL SENSE AND INDEPENDENT JUDGMENT IN ORDER TO BE ABLE TO CORRECTLY EVALUATE OPTIONS AND MAKE DECISIONS (CHOICES) WITHIN A RANGE OF DIFFERENT OPTIONS IN THE FIELD; - COMMUNICATE (QUANTITATIVE) GOALS AND OBJECTIVES, STRATEGIES AND TACTICS, AND ACHIEVEMENTS IN HERITAGE MARKETING AND PLACE BRANDING; AND - USE BIBLIOGRAPHIC TOOLS AND QUALITATIVE-QUANTITATIVE RESEARCH METHODOLOGIES, IN THE FIELDS OF HERITAGE MARKETING AND PLACE BRANDING. WILL BE ABLE TO PROCEED TO THE CONTINUOUS UPDATING OF THEIR KNOWLEDGE IN THE FIELD, EXPRESSING ABILITY TO SELECTIVELY RESORT TO SCIENTIFIC AND TECHNICAL LITERATURE. |
| Prerequisites | |
|---|---|
| THE UNDERSTANDING OF THE DISCIPLINE REQUIRES THE KNOWLEDGE OF THE BASICS OF BUSINESS MANAGEMENT AND MARKETING. |
| Contents | |
|---|---|
| EXISTING RELATIONSHIPS BETWEEN PRODUCT, BRAND AND TERRITORY: THE EVOLUTION OF THE CONTENT OF TERRITORIAL MARKETING; THEORETICAL PERSPECTIVES IN TERRITORIAL MARKETING STUDIES; A FIRST REFLECTION ON THE TOPIC OF TERRITORIAL BRAND; IN SEARCH OF A COMMON TERRITORY BETWEEN BRAND AND TERRITORY. REREADING THE BRAND IN THE PERSPECTIVE OF TERRITORIAL MARKETING: THE RELATIONAL BASIS OF THE BRAND; THE VALUE OF THE BRAND; THE BRAND EXPERIENCE AND THE ECONOMICS OF EXPERIENCE; FROM BRAND COMPONENTS TO BRAND COMMUNITIES; THE BRAND AND THE VALORIZATION OF THE TERRITORY. REREADING THE TERRITORY FROM THE BRANDING PERSPECTIVE: EXTENT, VISIBILITY AND RECOGNIZABILITY OF THE TERRITORY; TERRITORIAL RELATIONSHIPS: NUMBER AND ARTICULATION OF STAKEHOLDERS; TANGIBLE AND INTANGIBLE RESOURCES OF THE TERRITORY; RELATIONSHIPS AND TERRITORY MEET IN THE BRAND.TERRITORIAL BRANDING: THE CENTRALITY OF THE PLACE BRAND; RELEVANT DIMENSIONS OF THE TERRITORIAL BRAND; SPECIFICITIES OF TERRITORIAL BRAND COMMUNICATION; TERRITORIAL MARKETING, PLACE BRANDING AND DIGITAL TECHNOLOGIES; LIMITS AND EVOLUTIONARY PERSPECTIVES OF TERRITORIAL BRANDING. VALUE LINKS BETWEEN PRODUCTS AND TERRITORIES: FROM COUNTRY OF ORIGIN TO REGION OF ORIGIN EFFECT; FROM GEOGRAPHICAL INDICATIONS TO TERRITORIAL BRANDS; THE VALUE INTERSECTIONS BETWEEN PRODUCTS AND TERRITORY; THE PLACE BRAND: A NETWORK OF VALUE ASSOCIATIONS. COMMUNICATION POLICIES AND ACTIONS TO SUPPORT THE VALUE OF THE TERRITORY: THE AREAS OF INTERVENTION OF PLACE BRANDING; THE INVOLVEMENT OF STAKEHOLDERS; THE DIFFICULTIES OF INTEGRATED TERRITORIAL COMMUNICATION; THE ENHANCEMENT OF CULTURAL HERITAGE; THE ENHANCEMENT OF LINKS BETWEEN TERRITORY AND TYPICAL PRODUCTS. |
| Teaching Methods | |
|---|---|
| THE DISCIPLINE IS INTRODUCED THROUGH LECTURES AND TEACHING EXERCISES FOR ENCOURAGING THE ENGAGEMENT AND THE PROPOSITIVE ABILITY OF THE STUDENTS, IN THE PERSPECTIVE OF DEBATE AND CONTINUOUS COMPARISON OF ON COURSE TOPICS. LECTURES AND PRACTICE SESSIONS AIM TO AVOID THAT THE LESSONS ARE PASSIVELY EXPERIENCED BY THE STUDENTS. |
| Verification of learning | |
|---|---|
| THE EXAMINATION CONSISTS OF AN ORAL TEST THAT MAY BE PRECEDED BY A WRITTEN TEST WITH MULTIPLE-CHOICE TESTS LASTING 40 MINUTES. THE EXAM AIMS TO VERIFY THAT STUDENTS HAVE DEVELOPED AN ADEQUATE PREPARATION IN THE SUBJECT, CRITICAL ATTITUDES AND AUTONOMY OF JUDGMENT, AS WELL AS AN ADEQUATE MASTERY OF THE LANGUAGE (TERMINOLOGY), TECHNIQUES AND TOOLS PROPOSED THROUGH THE TEACHING. |
| Texts | |
|---|---|
| SABRINA LATUSI, PRODOTTO, MARCA, TERRITORIO. COMUNICAZIONE, VALORI DEL TERRITORIO E SISTEMA DI OFFERTA. FRANCOANGELI, MILANO, 2020. |
| More Information | |
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