78444 - Marketing Of The Rural Territory

Learning outcomes

By the end of this course, you will not only grasp the theoretical framework, operational tools, and regulations that underpin a territorial marketing plan but also be able to apply this knowledge in the real world. This practical application will specifically focus on community rural development strategies and policies, demonstrating the course's real-world relevance.

Course contents

Prerequisites

As a student of this course, your elementary preparation in microeconomics and rural appraisal is not just crucial; it's invaluable. This foundation equips you with understanding supply and demand operators' behaviour, market operations and the ability to translate economic concepts into analytical tools. Additionally, your proficiency in computer skills and the use of software for cartographic representation of the territory (QGis) is essential for your success in this course.

Contents of classroom activities

Introduction: presentation of contents and materials (1 hour)

Marketing and territory: objectives and competition (4 hours)

• The reasons for territorial competition
• Vision and strategies of territorial competition
• The factors of territorial competition

The territorial marketing plan (12 hours)

• Framework
• The external plan
• The internal plan

The tools for drafting the marketing plan and for evaluating territorial marketing actions (10 hours)

Rural development policies (9 hours)*

• Overview*
• EU Regulations and the CAP Strategic Plan 2023-27: priorities, consultations and partnership*
• EU Regulations and the CAP Strategic Plan 2023-27: measures*
• Modulation of measures for territorial marketing purposes
• Union strategies for integrated local development
• Application and subjects of integrated local development
• The experience of Leader programs
• Local agencies for rural development

Contents of laboratory activities (24 hours)

Laboratory activities are an integral part of teaching and involve developing and applying the tools presented on a conceptual level during the lessons in a simplified form (point 4 above).

Regarding the overall number of students participating in the laboratory activities, the latter will be carried out in working groups or individually. Detailed guidelines are available on the virtual platform (link on this same page as soon as they are available). Students are encouraged to connect to the platform and complete the entry questionnaire BEFORE lessons start.

Seminars are also being planned, with the participation of local marketing operators.

* Discussing some topics is common to the course "66126—Agro-environmental policies" and will be coordinated.

Readings/Bibliography

The teacher provides the material via the virtual platform.

Supplementary reading

Caroli M.G. (2006). Il marketing territoriale. Strategie per la competitività sostenibile del territorio. FrancoAngeli, Milano.

Teaching methods

The course is divided into classroom and computer laboratory activities. The classroom activities are essentially theoretical. The activities in the computer laboratory or on the PC aim to increase technical knowledge and translate it into operational tools for the students. You should fulfil the training obligations regarding safety at work beforehand.

Assessment methods

The teaching is part of the Integrated Course "66120 - Marketing and agro-territorial policies" and the other teaching "66126 - Agro-environmental policies".

Therefore, the evaluation of the integrated course jointly considers the level of knowledge and skills acquired by the student about the contents of both courses above.

Learning is verified through the final exam, which verifies acquiring the expected knowledge and skills through an oral test. The oral test may cover all the topics covered in the theoretical part of the course and may also include testing of the knowledge developed during the laboratory activities. The test will aim to verify the knowledge and skills achieved, the correctness of the vocabulary, and the argumentative abilities. The test typically involves three general questions. The duration of the oral test is, on average, 25 minutes.

The final evaluation will be 90% based on the outcome of the final test and the remaining 10% on active participation in the course activities.

Teaching tools

Computer lab

Access to public databases

Office hours

See the website of Aldo Bertazzoli