Università degli Studi di Urbino Carlo Bo / Portale Web di Ateneo


PLACE MARKETING AND EVENT MANAGEMENT
MARKETING TERRITORIALE E ORGANIZZAZIONE EVENTI

A.Y. Credits
2020/2021 6
Lecturer Email Office hours for students
Cristiano Carriero By appointment at the end of the lessons

Assigned to the Degree Course

Communication and Advertising for Organizations (LM-59)
Curriculum: PERCORSO COMUNE
Date Time Classroom / Location
Date Time Classroom / Location

Learning Objectives

Provide theoretical and methodological skills in order to define the role of territorial marketing and events for the development of local realities. The specific objectives of the course are:

  • Provide methodological tools to analyze a territory: operational Canvas, swot analysis, qualitative research of the uniqueness of a territory.
  • Realize a place audit 
  • Know the branding and positioning elements of a territory as Brand. 
  • Know the elements and tools of content marketing and their conception and development in terms of strategies, with a focus on new forms of communication and social advertising.
  • Creating a narrative strategy of places: from story set up to story delivery
  • Organize events: phases, tools, resources, PR. 
  • Position an event", create a plan, an editorial calendar, the choice of location, the identity of an event and a territory.

Program

Topics of the course:

1.Methodological approach to marketing and territory
-The map is not the territory: today more than ever before
-Locale is global

2. The complexity of the territory
-The actors of the territory system
-Strategic approach and place audit
-Local activities and territories as brand and positioning

3.Narrative approach to the territory and the local
-The communication tools
-The concept of value and uniqueness
-Contained to promote a territory
-The importance of communities

4. Creativity and culture as strategic levers
-Case Studies
-Exercises

Bridging Courses

Marketing and storytelling basics

Learning Achievements (Dublin Descriptors)

Students must achieve:

1. Knowledge and understanding skills: mastery of basic knowledge related to the territory as an anthropological space and competitive system; local marketing as a strategy to promote the territory; achieve knowledge and skills to communicate and promote the territory through storytelling, content for advertising.  
Students achieve this basic knowledge through the attendance of lessons and the study of texts discussed in the classroom.

2. Ability to apply knowledge and understanding: through the ability to analyze and understand the complexity of the territory, its actors and values by applying the main methods of analysis.
Skills acquired through moments of discussion and laboratory practice in class.

3. Ability of judgment: critical reflection on the implications of territorial marketing with the relational dynamics and the evolution of the public.
This judgement should be applied in classroom discussions with the teacher and colleagues, during exercises and case presentations and in the preparation of the final exam.

4. Communication skills: during the course students are asked to interact in the classroom through questions, exchanges with fellow students, group work and writing presentations during the practice phase. In addition, they must have written and oral communication skills in Italian language, expression skills.
Ability to practice in the classroom with the organization of moments of discussion and practice.

5. Learning skills: students are asked to use the theoretical framework and the methodologies learned to simulate a territorial marketing strategy in a team work context (data research, elaboration of objectives, development of a strategy.
Skills that will be stimulated through research and group work activities carried out in class, in comparison with the teacher and fellow students.

Teaching Material

The teaching material prepared by the lecturer in addition to recommended textbooks (such as for instance slides, lecture notes, exercises, bibliography) and communications from the lecturer specific to the course can be found inside the Moodle platform › blended.uniurb.it

Didactics, Attendance, Course Books and Assessment

Didactics

Classroom lectures, case study analysis, exercises and group work.

Attendance

There is an attendance requirement of 50% of the lesson hours. Participation in discussion and group work activities

Course books
  • Caroli M.G.,  Il marketing per la gestione competitiva del territorio – Modelli e strategie per attrarre (e far rimanere) nel territorio persone, imprese e grandi investimenti, Franco Angeli, Milano, 2014
  • Antonacci F., Carriero C. Local marketing. Strategie per promuovere e vendere sul territorio, Hoepli, Milano 2017 
  • Godin S., Questo è il marketing. Non puoi essere visto finché non impari a vedere, ROI edizioni, 2019
Assessment

The verification of learning will take place through the delivery of the written work of the project work plus its presentation so as to evaluate both the learning of the contents by the student and his ability to rework and argue.

They will result in excellent evaluations: the student's possession of good critical and in-depth skills; the ability to link the main issues addressed in the course; the use of appropriate language with respect to the specificity of the discipline.
They will give rise to discrete evaluations: the student's possession of a mnemonic knowledge of the contents; a relative ability to critique and link the themes dealt with: the use of an appropriate language.
They will give rise to sufficient evaluations: the achievement of a minimal knowledge of the topics covered by the student, even in the presence of some educational gaps; the use of an inappropriate language.
They will give rise to negative evaluations: difficulty in orienting the student with regard to the themes dealt with in the examination texts; educational gaps; the use of inappropriate language".

Additional Information for Non-Attending Students

Didactics

Study of examination texts. Possibility to agree on the elaboration of a written paper, on a theme agreed with the teacher.

Course books
  • Caroli M.G.,  Il marketing per la gestione competitiva del territorio – Modelli e strategie per attrarre (e far rimanere) nel territorio persone, imprese e grandi investimenti, Franco Angeli, Milano, 2014
  • Antonacci F., Carriero C. Local marketing. Strategie per promuovere e vendere sul territorio, Hoepli, Milano 2017 
  • Godin S., Questo è il marketing. Non puoi essere visto finché non impari a vedere, ROI edizioni, 2019
Assessment

The verification of learning will take place through individual oral interview based on the reference texts for the examination, aimed at assessing both the student's learning of the contents and his ability to rework and argue. It is possible to present a written paper on a topic agreed with the teacher.

They will result in excellent evaluations: the student's possession of good critical and in-depth skills; the ability to link the main issues addressed in the course; the use of appropriate language with respect to the specificity of the discipline.
They will give rise to discrete evaluations: the student's possession of a mnemonic knowledge of the contents; a relative ability to critique and link the themes dealt with: the use of an appropriate language.
They will give rise to sufficient evaluations: the achievement of a minimal knowledge of the topics covered by the student, even in the presence of some educational gaps; the use of an inappropriate language.
They will give rise to negative evaluations: difficulty in orienting the student with regard to the themes dealt with in the examination texts; educational gaps; the use of inappropriate language".

Notes

Attendance at the course is compulsory (at least 50% of the lesson hours) with the sole exception of working students enrolled in the part-time course, for whom attendance is optional but recommended. Full-time students who have not reached the minimum number of hours of attendance of the individual teaching must contact the teacher to agree on how to recover the debt of attendance.

« back Last update: 11/12/2020

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