At the end of the workshop, students will have acquired specialized skills in evaluating the role of Territorial Marketing in the organization of the local area, and analyzing the attractiveness of an area through strategies aimed at maximizing the historical, economic and socio-cultural heritage. Students will extend their knowledge in these areas:
a) Scientific classification, definitions and objectives of Territorial Marketing, basis for territorial attractiveness, development strategies, problems and risks, targets of territorial competitiveness, particularly competition between cities.
b) Cultural projects for historic centres, policies for large events. Tourism as a strategic element. Real life scenarios from Italy and overseas will be described and discussed and students will develop critical awareness.
c) In the final phase, group work on a topic chosen during the workshop.
- Applying knowledge and understanding
The course presents an overview of the process of implementing a Territorial Marketing strategy. Students will develop advanced skills in understanding and interpretation, analytical skills and problem solving.
- Making judgements
Students will learn the theoretical concepts and develop practical skills to independently evaluate the significance of Territorial Marketing and its possible applications.
- Communication skills
Students will develop their communication skills through a group research project and multi-media presentation.
- Learning skills
The teaching methods aim to stimulate the different dimensions of active learning.