Territorial Marketing

Marketing teaching is the science that supports the economy in promoting and conveying the function of sales in all types of businesses. Territorial Marketing is the discipline that studies the territory and the market of possible investors, with the aim of collecting data and information useful for the definition and implementation of a strategic Mkt plan. Through the internal stakeholeders, the attractiveness of the territorial context is analyzed. The different territorial units, like a business, are involved in a process of growing competition, which requires the construction, defense and growth of territorial competitive advantages, shared and or created by public and private operators. The teaching focuses on the analysis of the promotion and sale of territorial emergencies. This aspect is useful to convey new investments which, without upsetting the environment and culture, strengthen competitiveness with a view to increasing the employment rate and, therefore, social well-being. Key words: competition between territories, new investors and new businesses, optimizing the resources available to the territory, improving the quality of life of the local community, promoting the values and image of the territory.

Knowledge and understanding: At the end of the course the student knows: the methodology for analyzing the territorial components capable of making a territory attractive compared to others. Through the SWOT analysis, the best performing economic strategy actions can be identified. For this purpose, the interpretative keys are provided for the effective use of the large existing bibliography.

Ability to apply knowledge and understanding: At the end of the course the student is able to: master the instrumentation to analyze the territorial components: artistic-cultural and environmental heritage. Carry out a reasoned examination of the various components through SWOT analysis. At the end of these processes they will be able to draw up a Territorial Marketing Plan.