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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. The students will be able to use the main marketing tools for the promotion of the territory.

- Tasks, Concepts and Marketing Tools
- Business Marketing and Territorial Marketing
- Definition of Goals of Territorial Marketing
- Marketing and Territorial Development Strategy
- Tangible and Intangible Components of the Territory
- Communication for Territorial Image Building and Promotion
- Storytelling in Business and Territorial Marketing
- Use of Blogs for the Territorial Promotion

- Case Studies of Tourism Destination Marketing

• 1.  (C) Kotler P., Armstrong G. Priciples of marketing Pearson - Prentice House, Boston, 2011 » Pagine/Capitoli: part 1 to 4 included
• 2.  (C) Matias A., Nijkamp P., Neto P. Advances in Modern Tourism Research: Economic Perspectives Physica-Verlag, Heidelberg New York, 2007 » Pagine/Capitoli: p. 248-256

The two indicated textbooks are for consultation and deeper reading on main topics treated in the lessons. The personal webpage of the teacher will report copy of the didactic slides utilzed during the course and any detailed information on websistes to be consulted for the preparation of the exam.

• - Frontal lessons
  - Small and Medium Group Work and Exercises
  - Audio-video Attendance
  - Performing of a Case Study on Territorial Storytelling
  - Use of Web tools and a Blogsite for the Case Study exercise

• Two in itinere tests. A not structured test, consisting in writing a report on the Case Study. An individual or per group presentation, by using an oral presentation, assisted by slides if necessary. Each test has a 50% weight, and the grade is average of the two. The final oral exam will be reserved to the students who didn't receive a sufficient grade in the in itinere tests or missed one of them. The oral exam will consist in a series of questions aiming at verifying the capacity of knowledge learning, ciritical understading, indipendent judjement and the communication skills of the student.

English