Territorial marketing

  • A.A. 2016/2017
  • CFU 6
  • Ore 36
  • Classe di laurea LM-49
Gian Luigi Corinto / Professore di ruolo - II fascia / Geografia (M-GGR/01)
Dipartimento di Scienze della Formazione, dei Beni Culturali e del Turismo
Prerequisiti

Knowledge of the english language

Obiettivi del corso

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.

Programma del corso

- 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

Testi (A)dottati, (C)onsigliati
  • 1.  (A) Kotler P., Armstrong G Priciples of marketing Pearson - Prentice House, Boston, 2011 » Pagine/Capitoli: 1-4
  • 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
Altre informazioni / materiali aggiuntivi

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 diapositices used during the course and any detailed information on websites to be consulted for the preparation of the exam.

Metodi didattici
  • - 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
Modalità di valutazione
  • Two itinere tests. A not structured test (writing a report on the Case Study). An
    individual or per group presentation (using a PPT) of a Case Study. The grade per
    each test will contribute to the final mark, which is the average of partial results. The
    Final Oral Test will be reserved to the students who didn't receive a sufficient grade
    in the in itinere tests or missed one of them.
Lingue, oltre all'italiano, che possono essere utilizzate per l'attività didattica

English