The course introduces marketing principles and focuses on the application of marketing frameworks to the place government and management. Place marketing is the discipline and field of practice, useful to develop and implement managerial processes that assist places achieving their strategic goals by adopting a market-oriented philosophy. The place marketing is not only the application ‘tout court’ of traditional company marketing framework to cities, regions or countries; it is a particular set of activities that suggests to use marketing framework to encourage the emersion of the territory’ value proposition. In that way, place marketing can be identified as activities and processes that create, communicate, deliver and exchange offerings that have value for the place stakeholders, target markets and community at large
