basic knowledge of the english language

The course aims at applying the strategic and operative marketing method
from the business unit to the territory in a framework of sustainability. The
economic environment mainly considered is that of the tourism activities,
with the general intent to analyze and foster the local peculiarities and social
skills in order to increase attractiveness of destinations and geographical
areas.

I part:
Elements of Strategic Marketing (Mktg)
Tasks, Concepts and Marketing Tools
Market Oriented Businesses
Mktg and e TM

II part:
Definition of Territorial Marketing (TM)
Marketing e Territorial Development Strategy
Main Issues for the Definition of TM
Material and Intangible Components of the Territory
A Mktg Case Study to be selected at the beginning of the Course

III part
Performing a Case Study

• 1.  (A) CAROLI M. G. Il marketing territoriale, strategie per la competitività sostenibile del territorio Franco Angeli, Milano, 2006 » Pagine/Capitoli: tutti
• 2.  (C) Kotler P., Keller K. L. Marketing Management Pearson - Prentice House, Paravia Bruno Mondadori Editore, Milano, 2007 » Pagine/Capitoli: tutti

Il testo consigliato Marketing management (Kotler & Keller, 2007) è di consultazione e di approfondimento sugli argomenti generali di marketing.

Il materiale didattico aggiuntivo necessario alla preparazione dell'esame è reperibile su:

http://glcor.wordpress.com/

• - Frontal lessons in terms of brainstorming
  - Small and Medium Group Exercises
  - Audio-video attendance
  - Performing of a Territorial Case Study
  - Use of web tools for the Case Study exercise

• - Low structured in itinere test (writing a report on the Case Study)
  - Writing of the final report (individual or per groups)
  - Individual and Group Presentations
  - Final Oral Test

English