STRATEGIES AND MARKETING FOR SPATIAL DEVELOPMENT
Learning outcomes of the course unit
At the end of the workshop, students will have acquired specialized skills in evaluating the role of Territorial Marketing in the organization of the local area, and analyzing the attractiveness of an area through strategies aimed at maximizing the historical, economic and socio-cultural heritage. Students will extend their knowledge in these areas:
a) Scientific classification, definitions and objectives of Territorial Marketing, basis for territorial attractiveness, development strategies, problems and risks, targets of territorial competitiveness, particularly competition between cities.
b) Cultural projects for historic centres, policies for large events. Tourism as a strategic element. Real life scenarios from Italy and overseas will be described and discussed and students will develop critical awareness.
c) In the final phase, group work on a topic chosen during the workshop.
- Applying knowledge and understanding
The course presents an overview of the process of implementing a Territorial Marketing strategy. Students will develop advanced skills in understanding and interpretation, analytical skills and problem solving.
- Making judgements
Students will learn the theoretical concepts and develop practical skills to independently evaluate the significance of Territorial Marketing and its possible applications.
- Communication skills
Students will develop their communication skills through a group research project and multi-media presentation.
- Learning skills
The teaching methods aim to stimulate the different dimensions of active learning.
Course contents summary
The mains of the laboratory or workshop are:
- Develop awareness of the importance of Territorial Marketing.
- Analyze definitions, objectives and limits of Territorial Marketing.
- Understand the process of territorial change through the enhancement of local resources.
Urban Marketing and large cities
Cultural Policy and Urban Marketing
Life cycle of the territory
Challenge local / global
Functions and duties of the Territorial MKTG
Regional Marketing & City Marketing
From compact city to urban sprawl
Audit of the territory
Actors for the Territorial MKTG
The urban-territorial quality
Trademark for the urban and territorial system
The communication policy
Innovative projects and big events
Territorial Competitiveness and Attractiveness
Territorial Marketing for Tourism
During the Lab readings or working papers, useful for making the final project, will be suggested.
The first part of the workshop consists of lectures, and lays down the basic theoretical framework.
The second part focuses on defining the topic, content and objectives of the project, and the formation of the group.
The teacher assists students in the later stages of the project, and its presentation.
Assessment methods and criteria
Each student will be assigned a topic for group work. This work will be presented by the group or subgroup using multimedia. Each individual student presents an abstract and a bibliography, and there must be a recognizable contribution from each student in the final presentation. Marks are assigned on the basis of individual student contribution. The mark takes into account capacity to learn and interpret findings, capacity to apply this knowledge, the degree of participation and use of appropriate technical language
Maximum number of students: 15
Criteria for selection of students: chronological order of registration.
To achieve the objectives of the workshop, the attendance will be indispensable.