Master’s degree in Marketing and Corporate Communication

Place marketing

Course code
4S02518
Name of lecturers
Federico Brunetti, Daniela Cavallo
Coordinator
Federico Brunetti
Number of ECTS credits allocated
9
Academic sector
SECS-P/08 - MANAGEMENT
Language of instruction
Italian
Site
VERONA
Period
primo semestre lauree magistrali dal Oct 1, 2018 al Dec 21, 2018.

Lesson timetable

Go to lesson schedule

Learning outcomes

The course aims at analyzing the strategy able to support a place competitiveness, meant as its capacity to attract both people and companies thanks to the proper development of its human, economic, geographic, historical and cultural resources.

Syllabus

─ Place as a network of high-complexity living actors
─ The determinants of place attractiveness and the "marketplace": brand and city branding
─ Place nature, quality and reputation. The importance of active and passive actors (dwellers, companies, tourists, investors, policy makers, governance and strategic planning)
─ Place relationships complexity, an anlytical model
─ Place marketing as a tool to depict, communicate and improve reputation through territorial identity
─ Place marketing plan, steps and case studies
─ Acting and doing: pivotal components of a place systemic management

Teaching approach
The teaching language is Italian.
The course will include a number of traditional lectures to provide Students with the basic knowledge and tools, then it will develop through project works and more in general active learning methodologies. Entrepreneurs, managers and experts will bring their experience into class.

Reference books
Author Title Publisher Year ISBN Note
Matteo Caroli Il marketing per la gestione competitiva del territorio. Modelli e strategie per attrarre (e far rimanere) nel territorio persone, imprese e grandi investimenti F. Angeli 2014

Assessment methods and criteria

Textbook
Matteo Caroli, Il marketing per la gestione competitiva del territorio. Modelli e strategie per attrarre (e far rimanere) nel territorio persone, imprese e grandi investimenti, F. Angeli, Milano, 2014

The exam consists of an oral examination to test basic knowledge and of the discussion of a Project work to assess students' critical analysis skills starting from research done in class. For non attending Students the exam consists of a written examination to test basic knowledge and of an oral examination to assess logical reasoning skills.



© 2002 - 2020  Verona University
Via dell'Artigliere 8, 37129 Verona  |  P. I.V.A. 01541040232  |  C. FISCALE 93009870234