Place Marketing
A.Y. 2025/2026
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 cannot be attended as a single course. Please check our list of single courses to find the ones available for enrolment.
Course syllabus and organization
Single session
Responsible
Lesson period
First semester
Course syllabus
As for a company, also for places it is possible to adopt a strategic marketing approach capable of supporting the offer of territory and services that demand requires. Starting from an analysis of the ways in which marketing tools can be applied to the territory and on the specificities of this "product", the course focuses first of all on the elements that characterize a territorial marketing strategy, with particular attention to the theme of place branding. Subsequently, the importance of the commercial offer in the processes of local development and urban revitalization and on the role of central areas as shopping destinations is analyzed. In this regard, particular attention is given to the use of collaborative management tools in a Town Centre Management perspective (Business Improvement District, Distretto del commercio).
Prerequisites for admission
No preliminary courses are a prerequisite for entry into Place Marketing course
Teaching methods
In addition to the lectures, case studies/incidents on real problems of management and territorial marketing are analyzed during the course. These exercises allow students to appreciate the interpretative potential of the models and analytical tools illustrated and to develop problem solving skills.
Teaching Resources
The reference text for the course is:
G.Guido-G. Pino (2019), Il Marketing territoriale, Il Mulino: Bologna (Chap.1-2-5).
The teacher will make slides, readings and support material useful for understanding the topics covered available to students on the website https://ariel.unimi.it , in the part dedicated to teaching.
G.Guido-G. Pino (2019), Il Marketing territoriale, Il Mulino: Bologna (Chap.1-2-5).
The teacher will make slides, readings and support material useful for understanding the topics covered available to students on the website https://ariel.unimi.it , in the part dedicated to teaching.
Assessment methods and Criteria
Attending students
Attending students are assessed on the basis of a written test (which weighs 60% of the final grade) and an individual project (which weighs 40% of the final grade).
- The individual project aims to verify the students' ability to create a territorial marketing strategy and implement it successfully.
- The written test is based on the textbook and slides and consists of two open questions.
Non-attending students
Non-attending students are assessed on the basis of a written exam. The questions include the contents of both the textbook and the slides. The exam consists of 3 open questions. The written test weighs 100% of the final grade.
Attending students are assessed on the basis of a written test (which weighs 60% of the final grade) and an individual project (which weighs 40% of the final grade).
- The individual project aims to verify the students' ability to create a territorial marketing strategy and implement it successfully.
- The written test is based on the textbook and slides and consists of two open questions.
Non-attending students
Non-attending students are assessed on the basis of a written exam. The questions include the contents of both the textbook and the slides. The exam consists of 3 open questions. The written test weighs 100% of the final grade.
SECS-P/08 - MANAGEMENT - University credits: 6
Lessons: 48 hours
Professor:
Zanderighi Luca Giovanni Maria
Professor(s)
Reception:
Room .....