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.
─ 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
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.
|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|
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.