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
	2024/2025

CURRICULUM TERRITORIAL GOVERNMENT POLICIES

	OBBLIGATORIO
	YEAR OF COURSE 2
	YEAR OF DIDACTIC SYSTEM 2019
	AUTUMN SEMESTER

TEACHING UNITS

	SSD	CFU	HOURS	ACTIVITY	TYPE OF ACTIVITY
1	LABORATORIO DI MARKETING TERRITORIALE E SVILUPPO LOCALE - M1
	M-GGR/02	6	40	LESSONS	SUPPLEMENTARY COMPULSORY SUBJECTS
2	LABORATORIO DI MARKETING TERRITORIALE E SVILUPPO LOCALE - M2
	SECS-P/08	6	40	LESSONS	SUPPLEMENTARY COMPULSORY SUBJECTS

PROFESSORS

	AGOSTINO VOLLERO2 T Curriculum
	VINCENZO ESPOSITO1 Curriculum

EXAMS

Exam	Date	Session
LABORATORIO DI MARKETING TERRITORIALE E	14/01/2025 - 09:30	SESSIONE ORDINARIA
LABORATORIO DI MARKETING TERRITORIALE E	14/01/2025 - 09:30	SESSIONE DI RECUPERO
LABORATORIO DI MARKETING TERRITORIALE E	04/02/2025 - 09:30	SESSIONE ORDINARIA
LABORATORIO DI MARKETING TERRITORIALE E	04/02/2025 - 09:30	SESSIONE DI RECUPERO

	Objectives
	THE LABORATORY ACTIVITIES AIM TO PROVIDE STUDENTS WITH A FRAMEWORK OF THE FUNDAMENTAL PRINCIPLES, TOOLS, AND TECHNIQUES OF TERRITORIAL MARKETING, DESIGNED TO PROMOTE THE LOCAL DEVELOPMENT OF GEOGRAPHIC AREAS WITH DIFFERENT VOCATIONS (INDUSTRIAL-MANUFACTURING, TOURISM-HOSPITALITY, ETC.), AS WELL AS THE CONCEPTS OF STRATEGIC PLANNING, AIMED AT REPRESENTING THE MEDIUM-LONG TERM SHARED OBJECTIVES OF A GIVEN TERRITORY. IN THE FIRST MODULE, THE LOCAL DIMENSION - IN THE OVERALL DEVELOPMENT PROCESS GIVEN BY GLOBALIZATION - WILL BE ANALYZED THROUGH THE MOST ACCREDITED THEORETICAL MODELS, AS WELL AS THROUGH THE ELABORATION OF SYNTHETIC INDICES AND SPATIAL ANALYSIS METHODS (GEOGRAPHIC INFORMATION SYSTEM - GIS) APPLIED TO CASE STUDIES, WHERE TO EXPLORE THE MULTIPLE DIMENSIONS OF TERRITORIAL CAPITAL. IN THE SECOND MODULE, THE DISCUSSION OF PRINCIPLES, TOOLS, AND TECHNIQUES WILL HAVE A STRONG APPLICATION FOCUS, PLACING ITSELF IN THE PERSPECTIVE OF MARKETING DECISION-MAKING AIMED AT THE DEVELOPMENT OF TERRITORIES. THE STUDENT WILL LEARN THE METHODOLOGIES USEFUL FOR UNDERSTANDING THE GEOGRAPHICAL AND DEVELOPMENT ASPECTS OF TERRITORIES, AND THE PROCESSES OF MANAGING THE DYNAMICS OF INTERACTION BETWEEN THE DIFFERENT COMMUNITIES AND STAKEHOLDERS OF A TERRITORY IN ORDER TO OBTAIN A SUSTAINABLE COMPETITIVE ADVANTAGE FOR THE ENTIRE TERRITORY. FURTHERMORE, KNOWLEDGE RELATED TO THE APPLICATION OF STRATEGIC AND OPERATIONAL MARKETING CONCEPTS IN DIFFERENT TERRITORIAL CONTEXTS WILL BE PROVIDED. SPECIFICALLY, THE STUDENT WILL BE ABLE TO ORIENT THEMSELVES REGARDING: THE MEANING OF LOCAL DEVELOPMENT; GLOBALIZATION AND THE LOCAL-GLOBAL DYNAMIC; TERRITORIAL CAPITAL, THE HISTORICAL EVOLUTION OF LOCAL DEVELOPMENT IN ITALY: TERRITORIAL PACTS, INTEGRATED TERRITORIAL PLANNING, INTEGRATED RURAL PLANNING, GIS LABORATORY; STRATEGIC TERRITORIAL MARKETING (TERRITORIAL MARKETING AND STRATEGIC PLANNING, THE DIFFERENT FORMS OF MARKETING APPLIED TO THE TERRITORY, THE DETERMINATION OF TERRITORIAL MARKETING OBJECTIVES; ANALYSIS OF COMPETING TERRITORIAL OFFERS; ANALYSIS OF THE COMPONENTS OF THE TERRITORIAL OFFER; THE CHOICE OF DEMAND SEGMENTS AND POSITIONING; THE TERRITORIAL MARKETING STRATEGY); OPERATIONAL MARKETING (THE OPERATIONAL MARKETING POLICIES OF THE TERRITORY, THE COMMUNICATION OF THE TERRITORY: FROM PLACE PERSONALITY TO PLACE IDENTITY, THE DYNAMICS OF PLACE IMAGE AND THE DEVELOPMENT OF REPUTATION; THE CRITERIA FOR THE ARTICULATION OF THE COMMUNICATION MIX. STUDENTS WILL BE ABLE TO EVALUATE THE EVOLUTIONARY DYNAMICS OF TERRITORIES, AND THEIR RESPECTIVE DEVELOPMENT TRAJECTORIES, BOTH AT THE CONCEPTUAL AND OPERATIONAL LEVEL. IN THIS CONTEXT, STUDENTS WILL BE ABLE TO INTERPRET THE EVOLUTIONARY DYNAMICS OF TERRITORIES THROUGH MODELS OF ANALYSIS AND DEVELOPMENT OF GEOGRAPHICAL AND MANAGERIAL CRITICAL THINKING. THE COURSE AIMS TO ENHANCE THE ANALYTICAL SKILLS OF STUDENTS TO EFFECTIVELY APPLY THE DECISION-MAKING PROCESS RELATED TO OBJECTIVES, STRATEGIES AND TACTICS, PERFORMANCE MEASUREMENT, AND EVOLUTIONARY TRENDS IN THE FIELD OF MARKETING AND LOCAL DEVELOPMENT. AT THE END OF THE COURSE, THE STUDENT MUST POSSESS ADEQUATE AUTONOMY OF JUDGMENT REGARDING THE DESIGN, IMPLEMENTATION, AND CONTROL OF THE TERRITORIAL OFFER SYSTEM. IN TERMS OF COMMUNICATION SKILLS, THE STUDENT WILL BE ABLE TO REPRESENT AND COMMUNICATE THE RESULTS OF BOTH INDIVIDUAL AND GROUP PROCESSING THROUGH MULTIMEDIA REPRESENTATIONS. THE STUDENT WILL BE ABLE TO USE THE MAIN DIGITAL TOOLS AND IT RESOURCES FOR DATA ANALYSIS, INTERPRETATION, AND PRESENTATION OF RESULTS.

THE LABORATORY ACTIVITIES AIM TO PROVIDE STUDENTS WITH A FRAMEWORK OF THE FUNDAMENTAL PRINCIPLES, TOOLS, AND TECHNIQUES OF TERRITORIAL MARKETING, DESIGNED TO PROMOTE THE LOCAL DEVELOPMENT OF GEOGRAPHIC AREAS WITH DIFFERENT VOCATIONS (INDUSTRIAL-MANUFACTURING, TOURISM-HOSPITALITY, ETC.), AS WELL AS THE CONCEPTS OF STRATEGIC PLANNING, AIMED AT REPRESENTING THE MEDIUM-LONG TERM SHARED OBJECTIVES OF A GIVEN TERRITORY.
IN THE FIRST MODULE, THE LOCAL DIMENSION - IN THE OVERALL DEVELOPMENT PROCESS GIVEN BY GLOBALIZATION - WILL BE ANALYZED THROUGH THE MOST ACCREDITED THEORETICAL MODELS, AS WELL AS THROUGH THE ELABORATION OF SYNTHETIC INDICES AND SPATIAL ANALYSIS METHODS (GEOGRAPHIC INFORMATION SYSTEM - GIS) APPLIED TO CASE STUDIES, WHERE TO EXPLORE THE MULTIPLE DIMENSIONS OF TERRITORIAL CAPITAL.
IN THE SECOND MODULE, THE DISCUSSION OF PRINCIPLES, TOOLS, AND TECHNIQUES WILL HAVE A STRONG APPLICATION FOCUS, PLACING ITSELF IN THE PERSPECTIVE OF MARKETING DECISION-MAKING AIMED AT THE DEVELOPMENT OF TERRITORIES.
THE STUDENT WILL LEARN THE METHODOLOGIES USEFUL FOR UNDERSTANDING THE GEOGRAPHICAL AND DEVELOPMENT ASPECTS OF TERRITORIES, AND THE PROCESSES OF MANAGING THE DYNAMICS OF INTERACTION BETWEEN THE DIFFERENT COMMUNITIES AND STAKEHOLDERS OF A TERRITORY IN ORDER TO OBTAIN A SUSTAINABLE COMPETITIVE ADVANTAGE FOR THE ENTIRE TERRITORY. FURTHERMORE, KNOWLEDGE RELATED TO THE APPLICATION OF STRATEGIC AND OPERATIONAL MARKETING CONCEPTS IN DIFFERENT TERRITORIAL CONTEXTS WILL BE PROVIDED.
SPECIFICALLY, THE STUDENT WILL BE ABLE TO ORIENT THEMSELVES REGARDING: THE MEANING OF LOCAL DEVELOPMENT; GLOBALIZATION AND THE LOCAL-GLOBAL DYNAMIC; TERRITORIAL CAPITAL, THE HISTORICAL EVOLUTION OF LOCAL DEVELOPMENT IN ITALY: TERRITORIAL PACTS, INTEGRATED TERRITORIAL PLANNING, INTEGRATED RURAL PLANNING, GIS LABORATORY; STRATEGIC TERRITORIAL MARKETING (TERRITORIAL MARKETING AND STRATEGIC PLANNING, THE DIFFERENT FORMS OF MARKETING APPLIED TO THE TERRITORY, THE DETERMINATION OF TERRITORIAL MARKETING OBJECTIVES; ANALYSIS OF COMPETING TERRITORIAL OFFERS; ANALYSIS OF THE COMPONENTS OF THE TERRITORIAL OFFER; THE CHOICE OF DEMAND SEGMENTS AND POSITIONING; THE TERRITORIAL MARKETING STRATEGY); OPERATIONAL MARKETING (THE OPERATIONAL MARKETING POLICIES OF THE TERRITORY, THE COMMUNICATION OF THE TERRITORY: FROM PLACE PERSONALITY TO PLACE IDENTITY, THE DYNAMICS OF PLACE IMAGE AND THE DEVELOPMENT OF REPUTATION; THE CRITERIA FOR THE ARTICULATION OF THE COMMUNICATION MIX.
STUDENTS WILL BE ABLE TO EVALUATE THE EVOLUTIONARY DYNAMICS OF TERRITORIES, AND THEIR RESPECTIVE DEVELOPMENT TRAJECTORIES, BOTH AT THE CONCEPTUAL AND OPERATIONAL LEVEL. IN THIS CONTEXT, STUDENTS WILL BE ABLE TO INTERPRET THE EVOLUTIONARY DYNAMICS OF TERRITORIES THROUGH MODELS OF ANALYSIS AND DEVELOPMENT OF GEOGRAPHICAL AND MANAGERIAL CRITICAL THINKING.

THE COURSE AIMS TO ENHANCE THE ANALYTICAL SKILLS OF STUDENTS TO EFFECTIVELY APPLY THE DECISION-MAKING PROCESS RELATED TO OBJECTIVES, STRATEGIES AND TACTICS, PERFORMANCE MEASUREMENT, AND EVOLUTIONARY TRENDS IN THE FIELD OF MARKETING AND LOCAL DEVELOPMENT.

AT THE END OF THE COURSE, THE STUDENT MUST POSSESS ADEQUATE AUTONOMY OF JUDGMENT REGARDING THE DESIGN, IMPLEMENTATION, AND CONTROL OF THE TERRITORIAL OFFER SYSTEM.

IN TERMS OF COMMUNICATION SKILLS, THE STUDENT WILL BE ABLE TO REPRESENT AND COMMUNICATE THE RESULTS OF BOTH INDIVIDUAL AND GROUP PROCESSING THROUGH MULTIMEDIA REPRESENTATIONS.
THE STUDENT WILL BE ABLE TO USE THE MAIN DIGITAL TOOLS AND IT RESOURCES FOR DATA ANALYSIS, INTERPRETATION, AND PRESENTATION OF RESULTS.

	Prerequisites
	KNOWLEDGE OF THE FUNDAMENTAL CONCEPTS OF GEOGRAPHY IS REQUIRED.

	Contents
	MOD1: LOCAL DEVELOPMENT; “STATIC” ENDOGENOUS LOCAL DEVELOPMENT: INDUSTRIAL CLUSTERS (FOCUS: OPERATIONAL NOTES FOR ANALYSIS OF ITALIAN INDUSTRIAL CLUSTERS); “DYNAMIC” ENDOGENOUS LOCAL DEVELOPMENT: GEOGRAPHIC AND ECONOMIC APPROACH TO THE CONCEPT OF TERRITORIAL CAPITAL (FOCUS: OPERATIONAL NOTES FOR ANALYSIS OF SOME ELEMENTS OF TERRITORIAL CAPITAL); EUROPEAN TERRITORIAL POLICIES: THE “LEADER APPROACH” (6H); MULTINATIONAL FIRMS AND LOCAL DEVELOPMENT: EMBEDDEDNESS; THE THEORY OF DEVELOPMENT POLES; INFRASTRUCTURE ENDOWMENT: INFRASTRUCTURE-LED DEVELOPMENT (4H); GLOBALIZATION AND INTERNATIONALIZATION OF FIRMS; FOREIGN DIRECT INVESTMENT; THE “PORTER DIAMOND” MODEL (6H). METHODOLOGIES, TECHNIQUES AND TOOLS OF SPATIAL ANALYSIS FOR THE PROMOTION OF FOREIGN DIRECT INVESTMENT (24H). 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)

Contents

MOD1: LOCAL DEVELOPMENT; “STATIC” ENDOGENOUS LOCAL DEVELOPMENT: INDUSTRIAL CLUSTERS (FOCUS: OPERATIONAL NOTES FOR ANALYSIS OF ITALIAN INDUSTRIAL CLUSTERS); “DYNAMIC” ENDOGENOUS LOCAL DEVELOPMENT: GEOGRAPHIC AND ECONOMIC APPROACH TO THE CONCEPT OF TERRITORIAL CAPITAL (FOCUS: OPERATIONAL NOTES FOR ANALYSIS OF SOME ELEMENTS OF TERRITORIAL CAPITAL); EUROPEAN TERRITORIAL POLICIES: THE “LEADER APPROACH” (6H); MULTINATIONAL FIRMS AND LOCAL DEVELOPMENT: EMBEDDEDNESS; THE THEORY OF DEVELOPMENT POLES; INFRASTRUCTURE ENDOWMENT: INFRASTRUCTURE-LED DEVELOPMENT (4H); GLOBALIZATION AND INTERNATIONALIZATION OF FIRMS; FOREIGN DIRECT INVESTMENT; THE “PORTER DIAMOND” MODEL (6H). METHODOLOGIES, TECHNIQUES AND TOOLS OF SPATIAL ANALYSIS FOR THE PROMOTION OF FOREIGN DIRECT INVESTMENT (24H).

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 ACHIEVEMENT OF THE TEACHING OBJECTIVES IS CERTIFIED THROUGH THE CREATION OF INDIVIDUAL OR GROUP PROJECT WORK AIMED AT APPLYING THE PRACTICAL KNOWLEDGE ACQUIRED ON REAL CASES/ISSUES OF LOCAL DEVELOPMENT AND TERRITORIAL MARKETING. ADDITIONALLY, PASSING AN EXAM WITH A SCORE OUT OF THIRTY IS REQUIRED. THE EXAM INCLUDES A WRITTEN AND AN ORAL TEST. THE WRITTEN TEST IS AIMED AT OBJECTIVELY ASSESSING THE LEVEL OF KNOWLEDGE AND UNDERSTANDING REACHED BY THE STUDENT ON THE THEORETICAL AND METHODOLOGICAL CONTENTS INDICATED IN THE PROGRAM, AS WELL AS THE ABILITY TO APPLY THE ACQUIRED THEORETICAL KNOWLEDGE. THE ORAL TEST CONSISTS OF THE DISCUSSION OF ANY PROJECT WORK AND THE VERIFICATION OF THE ACQUISITION OF THEORETICAL KNOWLEDGE, THE METHOD AND THE PROBLEM-SOLVING APPROACH DEVELOPED.

Verification of learning

THE ACHIEVEMENT OF THE TEACHING OBJECTIVES IS CERTIFIED THROUGH THE CREATION OF INDIVIDUAL OR GROUP PROJECT WORK AIMED AT APPLYING THE PRACTICAL KNOWLEDGE ACQUIRED ON REAL CASES/ISSUES OF LOCAL DEVELOPMENT AND TERRITORIAL MARKETING. ADDITIONALLY, PASSING AN EXAM WITH A SCORE OUT OF THIRTY IS REQUIRED. THE EXAM INCLUDES A WRITTEN AND AN ORAL TEST. THE WRITTEN TEST IS AIMED AT OBJECTIVELY ASSESSING THE LEVEL OF KNOWLEDGE AND UNDERSTANDING REACHED BY THE STUDENT ON THE THEORETICAL AND METHODOLOGICAL CONTENTS INDICATED IN THE PROGRAM, AS WELL AS THE ABILITY TO APPLY THE ACQUIRED THEORETICAL KNOWLEDGE. THE ORAL TEST CONSISTS OF THE DISCUSSION OF ANY PROJECT WORK AND THE VERIFICATION OF THE ACQUISITION OF THEORETICAL KNOWLEDGE, THE METHOD AND THE PROBLEM-SOLVING APPROACH DEVELOPED.

	Texts
	- MATERIAL PROVIDED BY TEACHERS/INSTRUCTORS - FOLLOWING CHAPTERS/ARTICLES MOD 1 1.CASTELLETTI MARCO, D’ACUNTO MARCO (2006). MARKETING PER IL TERRITORIO. STRATEGIE E POLITICHE PER LO SVILUPPO LOCALE NELL’ECONOMIA GLOBALIZZATA. CAP.1-2-3. 2.DE FALCO STEFANO (2023). ELEMENTI DI GEOGRAFIA DELL’IMPRESA. SPAZI FISICI E DIGITALI DI PRODUZIONE. FRANCO ANGELI, MILANO. CAP.3 (PAR.3.4, 3.6, 3.8, SCHEDA 3.A); CAP.5 3.DEMATTEIS GIUSEPPE, GOVERNA FRANCESCA (A CURA DI) (2005). TERRITORIALITÀ, SVILUPPO LOCALE, SOSTENIBILITÀ: IL MODELLO SLOT. CAP.1 E 2. SUGGESTED READING: GOVERNA F. (2014). TRA GEOGRAFIE E POLITICHE. RIPENSARE LO SVILUPPO LOCALE. DONZELLI EDITORE: ROMA. CAP. II, III, I MOD 2 4. 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. 5. 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.

Texts

- MATERIAL PROVIDED BY TEACHERS/INSTRUCTORS
- FOLLOWING CHAPTERS/ARTICLES
MOD 1
1.CASTELLETTI MARCO, D’ACUNTO MARCO (2006). MARKETING PER IL TERRITORIO. STRATEGIE E POLITICHE PER LO SVILUPPO LOCALE NELL’ECONOMIA GLOBALIZZATA. CAP.1-2-3.
2.DE FALCO STEFANO (2023). ELEMENTI DI GEOGRAFIA DELL’IMPRESA. SPAZI FISICI E DIGITALI DI PRODUZIONE. FRANCO ANGELI, MILANO. CAP.3 (PAR.3.4, 3.6, 3.8, SCHEDA 3.A); CAP.5
3.DEMATTEIS GIUSEPPE, GOVERNA FRANCESCA (A CURA DI) (2005). TERRITORIALITÀ, SVILUPPO LOCALE, SOSTENIBILITÀ: IL MODELLO SLOT. CAP.1 E 2.
SUGGESTED READING:
GOVERNA F. (2014). TRA GEOGRAFIE E POLITICHE. RIPENSARE LO SVILUPPO LOCALE. DONZELLI EDITORE: ROMA. CAP. II, III, I

MOD 2
4. 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.
5. 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: AVOLLERO@UNISA.IT E-MAIL:VIESPOSITO@UNISA.IT

Lessons Timetable

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Agostino VOLLERO | TERRITORIAL MARKETING AND LOCAL DEVELOPMENT LABORATORY