Learning outcomes of the course unit
The course proposes to illustrate the models of reference and the operative tools for implementing the territorial marketing project themes for satisfying specific targets of the territorial offerings system. In this perspective, the themes of tourist and cultural marketing of typical products and marketing to attract investments will be studied in depth. The course intends furthermore to study the theme of co-ordination and integration of designs within a vision that allows bringing into being a unique territorial identity and image, even if declined and expressed in a differentiated manner according to differing publics. The themes are developed in a way as to supply the necessary skills to transfer the classic models of marketing management into a territorial context.
Course contents summary
During the course the themes of urban marketing, tourist and cultural marketing, and marketing of typical products and marketing to attract investments will be addressed.
Selection of articles and lecture notes will be provided by the professor.