Place Management
A.Y. 2024/2025
Learning objectives
The course provides students the knowledge and the practical tools to define proper place marketing strategies. In particular, the course is designed in order to:
· use territorial marketing as a tool to manage place (city, region)
· depict and discuss fundamental variables of marketing process
· draw place marketing strategy
· discuss Town Centre Management model
· use territorial marketing as a tool to manage place (city, region)
· depict and discuss fundamental variables of marketing process
· draw place marketing strategy
· discuss Town Centre Management model
Expected learning outcomes
At the end of the course student will be able to:
· Assess the marketing strategy of a place (city; region).
· Choose the appropriate methodologies related to territorial marketing
· Be able to make strategic decisions on the best branding strategy
· Draw the structure of a place marketing plan
· Assess the marketing strategy of a place (city; region).
· Choose the appropriate methodologies related to territorial marketing
· Be able to make strategic decisions on the best branding strategy
· Draw the structure of a place marketing plan
Lesson period: First semester
Assessment methods: Esame
Assessment result: voto verbalizzato in trentesimi
Single course
This course can be attended as a single course.
Course syllabus and organization
Single session
Responsible
Lesson period
First semester
Course syllabus
This course focuses on the way in which territorial marketing may be used to improve places and to raise the profile and public awareness of the locality among residents and visitors. First of all, you will be introduced to marketing as a dynamic discipline and will learn how the principles of marketing can be applied to place. Then, you will reflect on the evolution of retailing and on the interaction between urban place marketing actors with specific reference to marketing urban areas as shopping destinations. Lastly, you will examine the implementation of a focused, balanced strategy to ensure the town centre meets the needs of city users (Town Centre Management, Distretto del commercio e dello sviluppo).
Prerequisites for admission
No preliminary courses are a prerequisite for entry into Place Management course
Teaching methods
- Face-to-face lectures
- Guest speaker's talks in class
- Case studies /Incidents
Details
In addition to face-to-face lecturers, this course includes case studies/incidents on real place management and marketing problems. These exercises allow students to appreciate the applicability of the models and the analytical tools discussed during the course and to develop problem-solving skills
- Guest speaker's talks in class
- Case studies /Incidents
Details
In addition to face-to-face lecturers, this course includes case studies/incidents on real place management and marketing problems. These exercises allow students to appreciate the applicability of the models and the analytical tools discussed during the course and to develop problem-solving skills
Teaching Resources
Instructor will upload the slides, readings and additional materials on https://ariel.unimi.it
Assessment methods and Criteria
Attending Students
Attending students are evaluated according to an individual written exam (weighted 60% of the final grade) and an individual work (weighted 40% of the final grade):
- The individual project aims at verifying students' ability to create a marketing strategy for a place and successfully implementing it.
- Individual written exam based on textbook, slides, lessons' notes, and guests' speech notes; it is made of 2 open-ended questions.
Non Attending students
Non attending students are evaluated through a written exam. Questions are based on both the textbook and the added book pointed out in the previous paragraph. Written exam is made of 3 open-ended questions. The written exam accounts for 100% of the final grade.
Attending students are evaluated according to an individual written exam (weighted 60% of the final grade) and an individual work (weighted 40% of the final grade):
- The individual project aims at verifying students' ability to create a marketing strategy for a place and successfully implementing it.
- Individual written exam based on textbook, slides, lessons' notes, and guests' speech notes; it is made of 2 open-ended questions.
Non Attending students
Non attending students are evaluated through a written exam. Questions are based on both the textbook and the added book pointed out in the previous paragraph. Written exam is made of 3 open-ended questions. The written exam accounts for 100% of the final grade.
SECS-P/08 - MANAGEMENT - University credits: 6
Lessons: 48 hours
Professor:
Zanderighi Luca Giovanni Maria
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