Studying at the University of Verona
Here you can find information on the organisational aspects of the Programme, lecture timetables, learning activities and useful contact details for your time at the University, from enrolment to graduation.
Study Plan
This information is intended exclusively for students already enrolled in this course.If you are a new student interested in enrolling, you can find information about the course of study on the course page:
Laurea magistrale in Marketing e comunicazione d'impresa - Enrollment from 2025/2026The Study Plan includes all modules, teaching and learning activities that each student will need to undertake during their time at the University.
Please select your Study Plan based on your enrollment year.
1° Year
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2° Year activated in the A.Y. 2021/2022
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Legend | Type of training activity (TTA)
TAF (Type of Educational Activity) All courses and activities are classified into different types of educational activities, indicated by a letter.
Place marketing (2021/2022)
Teaching code
4S02518
Academic staff
Coordinator
Credits
9
Language
Italian
Scientific Disciplinary Sector (SSD)
SECS-P/08 - MANAGEMENT
Period
primo semestre (lauree magistrali) dal Oct 4, 2021 al Dec 17, 2021.
Learning outcomes
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.
Program
• Introduction: a multidisciplinary approach - The place as a competitive system and place marketing
• Place marketing: definitions of marketing and place - The territory as a system and its finalities
• Macro-trends in the tourism industry and marketing implications for firms and destinations
• Space, place, landscape, environment, time, inhabitants - The brand concept
• Valuing and managing a territory - Quality of life and BES indicators
• Place marketing and communication strategy
• Local authorities, associations and governance - The Territory Coach.
• Place identity and “genius loci" - From the brand to the brand logo
• Place marketing plan and economic development - Case study "Città Metropolitana di Genova"
• Place marketing and tourism - Governance: DMOs, Urban Labs, Urban Centers and project financing in public-private relationships
The Course will include:
- a Project work with brainstorming and focus groups
- guest lectures from managers and entrepreneurs
Materials:
- Guido, G., Pino, G. (2019). Il marketing territoriale, Il Mulino, Bologna.
- Qualizza, G. (2020). Il ritorno dei luoghi. Place of origin, marche locali, consumer engagement: nuove mappe per creare valore, Ed. ETS, Pisa.
- Hu, L., & Olivieri, M. (2021). Social media management in the traveller's customer journey: an analysis of the hospitality sector. Current Issues in Tourism, 24(12), 1768-1779.
- Cobbinah, P. B. (2015). Contextualising the meaning of ecotourism. Tourism Management Perspectives, 16, 179-189.
- ulteriori materiali di approfondimento indicati sulla pagina e-learning del corso.
- other supplementary materials uploaded on the e-learning section
Bibliography
Examination Methods
Students' learning outcomes will be assessed through an oral examination.
Evaluation criteria comprise level of knowledge, ability to apply knowledge to real cases and situations and appropriate use of the technical language.
