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
	2025/2026

CURRICULUM TERRITORIAL GOVERNMENT POLICIES Cohort 2024/2025

	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
	-1

	Objectives
	THE LABORATORY ACTIVITIES AIM TO OFFER STUDENTS A FRAMEWORK OF THE FUNDAMENTAL PRINCIPLES, TOOLS, AND TECHNIQUES OF TERRITORIAL MARKETING, INTENDED TO FOSTER THE LOCAL DEVELOPMENT OF GEOGRAPHICAL AREAS WITH DIFFERENT VOCATIONS (INDUSTRIAL-MANUFACTURING, TOURISM-HOTEL, ETC.), AS WELL AS THE CONCEPTS OF STRATEGIC PLANNING, AIMED AT THE MEDIUM-TO-LONG-TERM REPRESENTATION OF SHARED OBJECTIVES OF A SPECIFIC TERRITORY. THE FIRST MODULE WILL AIM TO PROVIDE STUDENTS WITH A CRITICAL UNDERSTANDING OF THE PARADIGMS OF DEVELOPMENT AND TERRITORIAL COMPETITIVENESS POLICIES. PARTICULAR ATTENTION WILL BE DEDICATED TO TERRITORIAL ANALYSIS, LOCAL DEVELOPMENT MODELS, AND INTERACTION WITH INTERNATIONALIZATION PROCESSES. WITHIN THE LABORATORY ACTIVITIES, TOOLS AND THEORIES WILL BE USED TO INTERPRET THE ATTRACTIVENESS OF FOREIGN DIRECT INVESTMENT (FDI) AND ANALYZE PLANNED INDUSTRIAL DEVELOPMENT POLICIES. IN THE SECOND MODULE, THE TREATMENT OF PRINCIPLES, TOOLS, AND TECHNIQUES WILL HAVE A STRONG APPLIED FOCUS, FITTING INTO THE PERSPECTIVE OF MARKETING DECISION-MAKING AIMED AT THE DEVELOPMENT OF TERRITORIES. BASED ON THE GEOGRAPHICAL-ECONOMIC INTERPRETATION, THE STUDENT WILL INTEGRATE METHODOLOGIES TO STUDY THE DEVELOPMENT AND CHARACTERISTICS OF TERRITORIES, ACQUIRING KNOWLEDGE ON THE PARADIGMS OF LOCAL DEVELOPMENT AND TERRITORIAL COMPETITIVENESS, AND STRUCTURING STATISTICALLY INFORMED ANALYSES APPLIED TO DIFFERENT CONTEXTS, WITH PARTICULAR ATTENTION TO THE INTERPRETATION OF ATTRACTIVENESS POLICIES AND STRATEGIES AND INTERVENTIONS AIMED AT STIMULATING AND GUIDING INDUSTRIAL DEVELOPMENT IN A COORDINATED MANNER. KNOWLEDGE RELATED TO THE APPLICATION OF STRATEGIC AND OPERATIONAL MARKETING CONCEPTS IN VARIOUS TERRITORIAL CONTEXTS WILL BE PROPOSED. SPECIFICALLY, THE STUDENT WILL ACQUIRE THEORETICAL AND TECHNICAL-OPERATIONAL KNOWLEDGE ON: PARADIGMS AND MODELS OF GROWTH AND DEVELOPMENT; ENDOGENOUS LOCAL DEVELOPMENT, THE MARSHALLIAN INDUSTRIAL DISTRICT; TERRITORIAL CAPITAL; TERRITORIAL ANALYSIS: OBJECTIVES, TECHNIQUES, AND TOOLS; GLOBALIZATION AND INTERNATIONALIZATION PROCESSES OF COMPANIES; PORTER'S "DIAMOND" MODEL; BEHAVIOR OF MULTINATIONAL ENTERPRISES, DETERMINANTS OF LOCAL ATTRACTIVENESS OF FOREIGN DIRECT INVESTMENT (FDI) AND IMPACTS ON LOCAL DEVELOPMENT; COORDINATED AND TERRITORIALLY SENSITIVE INDUSTRIAL DEVELOPMENT INTERVENTIONS SUCH AS GROWTH POLES, PARKS, ECONOMIC ZONES, AND CORRIDORS; 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 POLICIES OF TERRITORIAL MARKETING, 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). IN THIS CONTEXT, STUDENTS WILL BE ABLE TO INTERPRET THE EVOLUTIONARY DYNAMICS OF TERRITORIES THROUGH MODELS OF ANALYSIS AND ELABORATION OF GEOGRAPHICAL AND MANAGERIAL CRITICAL THINKING. THE COURSE AIMS TO INCREASE STUDENTS' ANALYTICAL SKILLS TO EFFECTIVELY APPLY THE DECISION-MAKING PROCESS RELATED TO OBJECTIVES, STRATEGIES, AND TACTICS, THE MEASUREMENT OF RESULTS, AND EVOLUTIONARY TRENDS IN THE FIELD OF MARKETING AND TERRITORIAL 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 WORK THROUGH MULTIMEDIA PRESENTATIONS. THE STUDENT WILL BE ABLE TO USE THE MAIN DIGITAL TOOLS AND IT RESOURCES FOR ANALYSIS, DATA INTERPRETATION, AND PRESENTATION OF RESULTS. THE LABORATORY ACTIVITIES AIM TO OFFER STUDENTS A FRAMEWORK OF THE FUNDAMENTAL PRINCIPLES, TOOLS, AND TECHNIQUES OF TERRITORIAL MARKETING, INTENDED TO FOSTER THE LOCAL DEVELOPMENT OF GEOGRAPHICAL AREAS WITH DIFFERENT VOCATIONS (INDUSTRIAL-MANUFACTURING, TOURISM-HOTEL, ETC.), AS WELL AS THE CONCEPTS OF STRATEGIC PLANNING, AIMED AT THE MEDIUM-TO-LONG-TERM REPRESENTATION OF SHARED OBJECTIVES OF A SPECIFIC TERRITORY. IN THE FIRST MODULE, THE LOCAL DIMENSION - WITHIN THE COMPLEX DEVELOPMENT PROCESS RESULTING FROM 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 THE MULTIPLE DIMENSIONS OF TERRITORIAL CAPITAL WILL BE EXPLORED. IN THE SECOND MODULE, THE TREATMENT OF PRINCIPLES, TOOLS, AND TECHNIQUES WILL HAVE A STRONG APPLIED FOCUS, FITTING INTO THE PERSPECTIVE OF MARKETING DECISION-MAKING AIMED AT THE DEVELOPMENT OF TERRITORIES. THE STUDENT WILL KNOW THE METHODOLOGIES USEFUL FOR UNDERSTANDING THE GEOGRAPHY AND DEVELOPMENT ASPECTS OF TERRITORIES, AND THE MANAGEMENT PROCESSES OF THE INTERACTION DYNAMICS BETWEEN DIFFERENT COMMUNITIES AND THE VARIOUS STAKEHOLDERS OF A TERRITORY TO OBTAIN A SUSTAINABLE COMPETITIVE ADVANTAGE FOR THE ENTIRE TERRITORY. KNOWLEDGE RELATED TO THE APPLICATION OF STRATEGIC AND OPERATIONAL MARKETING CONCEPTS IN VARIOUS TERRITORIAL CONTEXTS WILL ALSO BE PROPOSED. 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 POLICIES OF TERRITORIAL MARKETING, 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 PATHS, BOTH AT A CONCEPTUAL AND AN OPERATIONAL LEVEL. IN THIS CONTEXT, STUDENTS WILL BE ABLE TO INTERPRET THE EVOLUTIONARY DYNAMICS OF TERRITORIES THROUGH MODELS OF ANALYSIS AND ELABORATION OF GEOGRAPHICAL AND MANAGERIAL CRITICAL THINKING. THE COURSE AIMS TO INCREASE STUDENTS' ANALYTICAL SKILLS TO EFFECTIVELY APPLY THE DECISION-MAKING PROCESS RELATED TO OBJECTIVES, STRATEGIES, AND TACTICS, THE MEASUREMENT OF RESULTS, 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 WORK THROUGH MULTIMEDIA PRESENTATIONS. THE STUDENT WILL BE ABLE TO USE THE MAIN DIGITAL TOOLS AND IT RESOURCES FOR ANALYSIS, DATA INTERPRETATION, AND PRESENTATION OF RESULTS.

THE LABORATORY ACTIVITIES AIM TO OFFER STUDENTS A FRAMEWORK OF THE FUNDAMENTAL PRINCIPLES, TOOLS, AND TECHNIQUES OF TERRITORIAL MARKETING, INTENDED TO FOSTER THE LOCAL DEVELOPMENT OF GEOGRAPHICAL AREAS WITH DIFFERENT VOCATIONS (INDUSTRIAL-MANUFACTURING, TOURISM-HOTEL, ETC.), AS WELL AS THE CONCEPTS OF STRATEGIC PLANNING, AIMED AT THE MEDIUM-TO-LONG-TERM REPRESENTATION OF SHARED OBJECTIVES OF A SPECIFIC TERRITORY. THE FIRST MODULE WILL AIM TO PROVIDE STUDENTS WITH A CRITICAL UNDERSTANDING OF THE PARADIGMS OF DEVELOPMENT AND TERRITORIAL COMPETITIVENESS POLICIES. PARTICULAR ATTENTION WILL BE DEDICATED TO TERRITORIAL ANALYSIS, LOCAL DEVELOPMENT MODELS, AND INTERACTION WITH INTERNATIONALIZATION PROCESSES. WITHIN THE LABORATORY ACTIVITIES, TOOLS AND THEORIES WILL BE USED TO INTERPRET THE ATTRACTIVENESS OF FOREIGN DIRECT INVESTMENT (FDI) AND ANALYZE PLANNED INDUSTRIAL DEVELOPMENT POLICIES. IN THE SECOND MODULE, THE TREATMENT OF PRINCIPLES, TOOLS, AND TECHNIQUES WILL HAVE A STRONG APPLIED FOCUS, FITTING INTO THE PERSPECTIVE OF MARKETING DECISION-MAKING AIMED AT THE DEVELOPMENT OF TERRITORIES.

BASED ON THE GEOGRAPHICAL-ECONOMIC INTERPRETATION, THE STUDENT WILL INTEGRATE METHODOLOGIES TO STUDY THE DEVELOPMENT AND CHARACTERISTICS OF TERRITORIES, ACQUIRING KNOWLEDGE ON THE PARADIGMS OF LOCAL DEVELOPMENT AND TERRITORIAL COMPETITIVENESS, AND STRUCTURING STATISTICALLY INFORMED ANALYSES APPLIED TO DIFFERENT CONTEXTS, WITH PARTICULAR ATTENTION TO THE INTERPRETATION OF ATTRACTIVENESS POLICIES AND STRATEGIES AND INTERVENTIONS AIMED AT STIMULATING AND GUIDING INDUSTRIAL DEVELOPMENT IN A COORDINATED MANNER. KNOWLEDGE RELATED TO THE APPLICATION OF STRATEGIC AND OPERATIONAL MARKETING CONCEPTS IN VARIOUS TERRITORIAL CONTEXTS WILL BE PROPOSED. SPECIFICALLY, THE STUDENT WILL ACQUIRE THEORETICAL AND TECHNICAL-OPERATIONAL KNOWLEDGE ON: PARADIGMS AND MODELS OF GROWTH AND DEVELOPMENT; ENDOGENOUS LOCAL DEVELOPMENT, THE MARSHALLIAN INDUSTRIAL DISTRICT; TERRITORIAL CAPITAL; TERRITORIAL ANALYSIS: OBJECTIVES, TECHNIQUES, AND TOOLS; GLOBALIZATION AND INTERNATIONALIZATION PROCESSES OF COMPANIES; PORTER'S "DIAMOND" MODEL; BEHAVIOR OF MULTINATIONAL ENTERPRISES, DETERMINANTS OF LOCAL ATTRACTIVENESS OF FOREIGN DIRECT INVESTMENT (FDI) AND IMPACTS ON LOCAL DEVELOPMENT; COORDINATED AND TERRITORIALLY SENSITIVE INDUSTRIAL DEVELOPMENT INTERVENTIONS SUCH AS GROWTH POLES, PARKS, ECONOMIC ZONES, AND CORRIDORS; 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 POLICIES OF TERRITORIAL MARKETING, 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).

IN THIS CONTEXT, STUDENTS WILL BE ABLE TO INTERPRET THE EVOLUTIONARY DYNAMICS OF TERRITORIES THROUGH MODELS OF ANALYSIS AND ELABORATION OF GEOGRAPHICAL AND MANAGERIAL CRITICAL THINKING. THE COURSE AIMS TO INCREASE STUDENTS' ANALYTICAL SKILLS TO EFFECTIVELY APPLY THE DECISION-MAKING PROCESS RELATED TO OBJECTIVES, STRATEGIES, AND TACTICS, THE MEASUREMENT OF RESULTS, AND EVOLUTIONARY TRENDS IN THE FIELD OF MARKETING AND TERRITORIAL 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 WORK THROUGH MULTIMEDIA PRESENTATIONS.

THE STUDENT WILL BE ABLE TO USE THE MAIN DIGITAL TOOLS AND IT RESOURCES FOR ANALYSIS, DATA INTERPRETATION, AND PRESENTATION OF RESULTS.

THE LABORATORY ACTIVITIES AIM TO OFFER STUDENTS A FRAMEWORK OF THE FUNDAMENTAL PRINCIPLES, TOOLS, AND TECHNIQUES OF TERRITORIAL MARKETING, INTENDED TO FOSTER THE LOCAL DEVELOPMENT OF GEOGRAPHICAL AREAS WITH DIFFERENT VOCATIONS (INDUSTRIAL-MANUFACTURING, TOURISM-HOTEL, ETC.), AS WELL AS THE CONCEPTS OF STRATEGIC PLANNING, AIMED AT THE MEDIUM-TO-LONG-TERM REPRESENTATION OF SHARED OBJECTIVES OF A SPECIFIC TERRITORY. IN THE FIRST MODULE, THE LOCAL DIMENSION - WITHIN THE COMPLEX DEVELOPMENT PROCESS RESULTING FROM 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 THE MULTIPLE DIMENSIONS OF TERRITORIAL CAPITAL WILL BE EXPLORED. IN THE SECOND MODULE, THE TREATMENT OF PRINCIPLES, TOOLS, AND TECHNIQUES WILL HAVE A STRONG APPLIED FOCUS, FITTING INTO THE PERSPECTIVE OF MARKETING DECISION-MAKING AIMED AT THE DEVELOPMENT OF TERRITORIES.

THE STUDENT WILL KNOW THE METHODOLOGIES USEFUL FOR UNDERSTANDING THE GEOGRAPHY AND DEVELOPMENT ASPECTS OF TERRITORIES, AND THE MANAGEMENT PROCESSES OF THE INTERACTION DYNAMICS BETWEEN DIFFERENT COMMUNITIES AND THE VARIOUS STAKEHOLDERS OF A TERRITORY TO OBTAIN A SUSTAINABLE COMPETITIVE ADVANTAGE FOR THE ENTIRE TERRITORY. KNOWLEDGE RELATED TO THE APPLICATION OF STRATEGIC AND OPERATIONAL MARKETING CONCEPTS IN VARIOUS TERRITORIAL CONTEXTS WILL ALSO BE PROPOSED. 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 POLICIES OF TERRITORIAL MARKETING, 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 PATHS, BOTH AT A CONCEPTUAL AND AN OPERATIONAL LEVEL. IN THIS CONTEXT, STUDENTS WILL BE ABLE TO INTERPRET THE EVOLUTIONARY DYNAMICS OF TERRITORIES THROUGH MODELS OF ANALYSIS AND ELABORATION OF GEOGRAPHICAL AND MANAGERIAL CRITICAL THINKING. THE COURSE AIMS TO INCREASE STUDENTS' ANALYTICAL SKILLS TO EFFECTIVELY APPLY THE DECISION-MAKING PROCESS RELATED TO OBJECTIVES, STRATEGIES, AND TACTICS, THE MEASUREMENT OF RESULTS, 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 WORK THROUGH MULTIMEDIA PRESENTATIONS.

THE STUDENT WILL BE ABLE TO USE THE MAIN DIGITAL TOOLS AND IT RESOURCES FOR ANALYSIS, DATA INTERPRETATION, AND PRESENTATION OF RESULTS.

	Prerequisites
	KNOWLEDGE OF THE FUNDAMENTAL CONCEPTS OF GEOGRAPHY IS REQUIRED.

	Contents
	MOD1: SESSION 1 THEORIES OF GROWTH AND DEVELOPMENT: THEORETICAL PARADIGMS AND EVOLUTION OF DEVELOPMENT POLICIES. ELEMENTS ON ENDOGENOUS LOCAL DEVELOPMENT: THE MARSHALLIAN INDUSTRIAL DISTRICT; TERRITORIAL CAPITAL; EUROPEAN TERRITORIAL POLICIES; TERRITORIAL ANALYSIS: OBJECTIVES, TECHNIQUES, AND TOOLS. SESSION 2 TERRITORIAL COMPETITIVENESS: POLICIES, PLANNING, AND ATTRACTIVENESS STRATEGIES. GLOBALIZATION AND INTERNATIONALIZATION OF BUSINESSES; PORTER’S “DIAMOND MODEL”; BEHAVIOR OF MULTINATIONAL ENTERPRISES; DETERMINANTS OF LOCAL ATTRACTIVENESS FOR FOREIGN DIRECT INVESTMENTS (FDI) AND IMPACTS ON LOCAL DEVELOPMENT; GROWTH POLES, INDUSTRIAL PARKS, SPECIAL ECONOMIC ZONES (SEZS), CORRIDORS. METHODOLOGIES, TECHNIQUES, AND TOOLS FOR TERRITORIAL ANALYSIS TO PROMOTE FOREIGN DIRECT INVESTMENTS. 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: SESSION 1 THEORIES OF GROWTH AND DEVELOPMENT: THEORETICAL PARADIGMS AND EVOLUTION OF DEVELOPMENT POLICIES. ELEMENTS ON ENDOGENOUS LOCAL DEVELOPMENT: THE MARSHALLIAN INDUSTRIAL DISTRICT; TERRITORIAL CAPITAL; EUROPEAN TERRITORIAL POLICIES; TERRITORIAL ANALYSIS: OBJECTIVES, TECHNIQUES, AND TOOLS. SESSION 2 TERRITORIAL COMPETITIVENESS: POLICIES, PLANNING, AND ATTRACTIVENESS STRATEGIES. GLOBALIZATION AND INTERNATIONALIZATION OF BUSINESSES; PORTER’S “DIAMOND MODEL”; BEHAVIOR OF MULTINATIONAL ENTERPRISES; DETERMINANTS OF LOCAL ATTRACTIVENESS FOR FOREIGN DIRECT INVESTMENTS (FDI) AND IMPACTS ON LOCAL DEVELOPMENT; GROWTH POLES, INDUSTRIAL PARKS, SPECIAL ECONOMIC ZONES (SEZS), CORRIDORS. METHODOLOGIES, TECHNIQUES, AND TOOLS FOR TERRITORIAL ANALYSIS TO PROMOTE FOREIGN DIRECT INVESTMENTS.

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 FOCUSED ON THE APPLICATION OF PRACTICAL KNOWLEDGE ACQUIRED ON REAL CASES/ISSUES RELATED TO LOCAL DEVELOPMENT AND TERRITORIAL MARKETING. ADDITIONALLY, PASSING AN EXAM WITH A GRADING SCALE OUT OF THIRTY IS REQUIRED. THE EXAM INCLUDES A WRITTEN TEST (IF APPLICABLE) AND AN ORAL TEST. THE WRITTEN TEST AIMS TO OBJECTIVELY ASSESS THE LEVEL OF KNOWLEDGE AND COMPREHENSION ACHIEVED BY THE STUDENT ON THE THEORETICAL AND METHODOLOGICAL CONTENT OUTLINED IN THE SYLLABUS, AS WELL AS THE ABILITY TO APPLY THE ACQUIRED THEORETICAL KNOWLEDGE. THE ORAL TEST CONSISTS OF DISCUSSING THE PROJECT WORK (IF APPLICABLE) AND VERIFYING THE ACQUISITION OF THEORETICAL KNOWLEDGE, METHODS, 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 FOCUSED ON THE APPLICATION OF PRACTICAL KNOWLEDGE ACQUIRED ON REAL CASES/ISSUES RELATED TO LOCAL DEVELOPMENT AND TERRITORIAL MARKETING. ADDITIONALLY, PASSING AN EXAM WITH A GRADING SCALE OUT OF THIRTY IS REQUIRED. THE EXAM INCLUDES A WRITTEN TEST (IF APPLICABLE) AND AN ORAL TEST. THE WRITTEN TEST AIMS TO OBJECTIVELY ASSESS THE LEVEL OF KNOWLEDGE AND COMPREHENSION ACHIEVED BY THE STUDENT ON THE THEORETICAL AND METHODOLOGICAL CONTENT OUTLINED IN THE SYLLABUS, AS WELL AS THE ABILITY TO APPLY THE ACQUIRED THEORETICAL KNOWLEDGE. THE ORAL TEST CONSISTS OF DISCUSSING THE PROJECT WORK (IF APPLICABLE) AND VERIFYING THE ACQUISITION OF THEORETICAL KNOWLEDGE, METHODS, AND THE PROBLEM-SOLVING APPROACH DEVELOPED.

	Texts
	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.MATERIAL PROVIDED BY THE INSTRUCTOR 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. 6. MATERIAL PROVIDED BY THE INSTRUCTOR

Texts

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.MATERIAL PROVIDED BY THE INSTRUCTOR

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.
6. MATERIAL PROVIDED BY THE INSTRUCTOR

	More Information
	CONTACTS. MOD1 - E-MAIL:VIESPOSITO@UNISA.IT MOD2 - E-MAIL: AVOLLERO@UNISA.IT

Lessons Timetable

BETA VERSION Data source ESSE3 [Ultima Sincronizzazione: 2025-10-07]

Agostino VOLLERO | TERRITORIAL MARKETING AND LOCAL DEVELOPMENT LABORATORY