Agostino VOLLERO | TERRITORIAL MARKETING AND LOCAL DEVELOPMENT LABORATORY
Agostino VOLLERO TERRITORIAL MARKETING AND LOCAL DEVELOPMENT LABORATORY
cod. 1222600012
TERRITORIAL MARKETING AND LOCAL DEVELOPMENT LABORATORY
| 1222600012 | |
| DEPARTMENT OF POLITICAL AND COMMUNICATION SCIENCES | |
| EQF7 | |
| TERRITORIAL POLICIES AND INTERNATIONAL COOPERATION | |
| 2020/2021 |
| YEAR OF COURSE 2 | |
| YEAR OF DIDACTIC SYSTEM 2019 | |
| PRIMO SEMESTRE |
| SSD | CFU | HOURS | ACTIVITY | ||
|---|---|---|---|---|---|
| LABORATORIO DI MARKETING TERRITORIALE E SVILUPPO LOCALE - M1 | |||||
| M-GGR/02 | 6 | 40 | LESSONS | ||
| LABORATORIO DI MARKETING TERRITORIALE E SVILUPPO LOCALE - M2 | |||||
| SECS-P/08 | 6 | 40 | LESSONS | ||
| Objectives | |
|---|---|
| LAB ACTIVITIES AIM TO PROVIDE STUDENTS A CONCEPTUAL FRAMEWORK (PRINCIPLES, TOOLS AND TECHNIQUES) OF TERRITORIAL (PLACE) MARKETING, ADDRESSED TO STIMULATE LOCAL DEVELOPMENT OF GEOGRAPHICAL AREAS WITH DIFFERENT ATTITUDES (INDUSTRIAL-MANUFACTURING, TOURISM, HOSPITALITY, ETC.). THE COURSE ALSO PRESENTS THE CONCEPTS OF STARTEGIC PLANNING, AIMED TO EXPRESS LONG TERM, SHARED OBJECTIVES OF A SPECIFIC TERRITORY. IN THE FIRST MODULE THE LOCAL DIMENSION - IN THE COMPLEX PROCESS OF DEVELOPMENT GIVEN BY GLOBALIZATION - WILL BE ANALYZED THROUGH THE MOST ACCREDITED THEORETICAL MODELS, AS WELL THROUGH THE DEVELOPMENT OF SYNTHETIC INDICES AND SPATIAL ANALYSIS METHODS (GEOGRAPHIC INFORMATION SYSTEM) APPLIED TO CASE STUDIES, TO EXPLORE THE MULTIPLE DIMENSIONS OF TERRITORIAL CAPITAL. IN THE SECOND MODULE, THE PRINCIPLES AND TOOLS WILL BE TEACHED WITH A STRONG OPERATIVE PERSPECTIVE, TO IMPROVE DECISION MAKING STRATEGIES ADDRESSED TO LOCAL TERRITORIAL DEVELOPMENT. |
| Prerequisites | |
|---|---|
| THE KNOWLEDGE OF THE BASIC CONCEPTS OF THE DISCIPLINE GEOGRAPHICAL IS REQUIRED. |
| Contents | |
|---|---|
| MOD1: THE MEANING OF LOCAL DEVELOPMENT; GLOBALIZATION AND LOCAL-GLOBAL DYNAMICS; (LESSONS: 6H). LOCAL DEVELOPMENT IN THE VARIOUS ISSUES; TERRITORIAL CAPITAL (LESSONS: 7H). HISTORICAL EVOLUTION OF LOCAL DEVELOPMENT IN ITALY: TERRITORIAL PLANS, INTEGRATED TERRITORIAL PLANNING, INTEGRATED RURAL PLANNING (LESSONS: 7H); GIS LABORATORY; EXERCISES AND PROJECT WORK (20H) MOD2: STRATEGIC PLACE MARKETING (PLACE MARKETING AND STRATEGIC PLANNING, DIFFERENT MODALITIES OF PLACE MARKETING, DEFINITION OF PLACE MARKETING, COMPETITIVE ANALYSIS, SEGMENTATION, TARGETING AND POSITIONING, TERRITORIAL MARKETING STRATEGY) (LESSONS: 7H). EXERCISES AND PROJECT WORK (13H); OPERATIVE PLACE MARKETING (MARKETING MIX, MARKETING COMMUNICATIONS, FROM PLACE PERSONALITY TO PLACE IDENTITY, PLACE IMAGE AND REPUTATION BUILDING; COMMUNICATION MIX) (LESSONS: 7H). EXERCISES AND PROJECT WORK (13H) |
| Teaching Methods | |
|---|---|
| INTERACTIVE LECTURES. IN-CLASS EXERCISES AND CASE STUDIES FROM "REAL WORLD" PRACTICE |
| Verification of learning | |
|---|---|
| THE EVALUATION WILL TAKE PLACE THROUGH AN ORAL EXAM THAT WILL ALLOW FOR THE DISCUSSION OF A PROJECT WORK. |
| Texts | |
|---|---|
| THE TEACHING MATERIAL WILL CONSIST OF LECTURE NOTES PROVIDED BY THE TEACHERS AND BY CHAPTERS EXTRACTED FROM THE FOLLOWING RESOURCES: 1) ARCHIBUGI F. (2005), “INTRODUZIONE ALLA PIANIFICAZIONE STRATEGICA IN AMBITO PUBBLICO”, FIRENZE, ALINEA. 2) SIANO, A., CONFETTO M.G., VOLLERO A. (2008), “GOVERNANCE-STRUTTURA-SISTEMA: UN MODELLO DI MANAGEMENT DELLA COMUNICAZIONE PER IL MARKETING TERRITORIALE”, VII INTERNATIONAL CONGRESS ON “MARKETING TRENDS”, UNIVERSITÀ “CA FOSCARI”, VENEZIA, 17-19 GENNAIO. 3) HUDSON, S., CÁRDENAS, D., MENG, F., & THAL, K. (2017). BUILDING A PLACE BRAND FROM THE BOTTOM UP: A CASE STUDY FROM THE UNITED STATES. JOURNAL OF VACATION MARKETING, 23(4), 365-377. |
| More Information | |
|---|---|
| CONTACTS. E-MAIL: MBENCARDINO@UNISA.IT ; AVOLLERO@UNISA.IT |
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