TERRITORIAL MARKETING STRATEGIES TO COMPETE GLOBALLY: PRACTICES AND TOOLS

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1 ILS LEDA INTENSIVE COURSE 34 hours course in English on Territorial Marketing, with lectures, bibliography suggestions, tests and games, working groups, and tutorship, while enjoying in the amazing historical centre of Naples (Italy). Naples, March 2015 TERRITORIAL MARKETING STRATEGIES TO COMPETE GLOBALLY: PRACTICES AND TOOLS special offer 3 INSCRIPTIONS 1 FREE 3 + 1

2 EXIT PROFILE Practice skills to direct and lead a territorial marketing strategy. PATH APPROACH Territorial development can provide a valid answer to various problems, such as solid and long term competitiveness, poverty, equality, social inclusion, SMEEs development, and environment sustainability. Territorial development strategies can work if based on the valorisation of the local resources and on their attractiveness either soliciting the local actors to invest, and to stimulate external resources to come. Long-term competitiveness is assured combining business liability, social equity, and environmental protection. Future global welfare depends on how each territory or region can better valorise its own resources and potential, and compete/cooperate with other ones for their use. Territorial marketing is needed for better identify the differential resources and personality, and communicate it internally and worldwide. REQUIREMENTS English speaking and interest or experience in local economic development. FINAL ACQUISITIONS Knowledge about territorial marketing approach and strategies, and about the relationships with territorial development strategies. Capacities and tools for identifying the territorial personality and image. Capacities and tools for drafting a communication strategy. DETAILS The course is in English and the lessons will be given by Giancarlo Canzanelli (ILS LEDA Director), assisted by Vincenzo Milio (ILS LEDA expert ). It will take place in Naples since since the 16th to 20th of March The fee for the course is 400 Euro. It includes: Participation to the lessons and didactic materials. Coffee breaks and light lunches. Certificate of participation and tutoring at distance for follow up (1 hour individual meeting). Assistance for choosing and booking accomodation Transportation from/to Capodichino Airport (Naples). To be included in ILS LEDA mailing list, to receive highlights, newsletter and updates on Local Economic Development. 2 ILS LEDA

3 PROGRAM 09:30-11:00 11:30 13:00 14:00-16:00 08:30-11:00 11:30-12:30 13:30-16:00 MONDAY 16 MARCH LESSON 1: Conceptual framework on strategies for competitive and sustainable local economic development - Part I Learned lessons from worst practices: LED based on infrastructure, not-inclusive development, and environment inattention A holistic approach to the meso-dimension of economic development 11:00-11:30 Coffee Break LESSON 2: Conceptual framework on strategies for competitive and sustainable local economic development-part II Competitive vs comparative advantage, the added value of the territory for local and national development, the optimum dimension, territorial sustainable (environmental, social, and financial) competitiveness The triad of the territorial development: Governance- Strategy- Implementation 13:00-14:00 Lunch LESSON 3: The role of territorial marketing in the development strategies Definition of territorial marketing Territorial marketing applied to defining territorial strategies and planning Strategic meaning of territorial marketing Introduction by the teacher and class discussion, exercises and games, error correction in TUESDAY 17 MARCH LESSON 4: How to make territorial marketing in practice - Part I Importance of being different: resource based territorial marketing and territorial benchmarking Functions of territorial marketing Territorial positioning 11:00-11:30 Coffee Break LESSON 5: How to make territorial marketing in practice - Part II The triade of territorial marketing: territorial personality-image-communication 12:30-13:30 Lunch LESSON 6: How to implement tool N 1: identifying the territorial personality Tangible and intangible components of territorial personality Modalities of collecting information and data in relation with above mentioned components Illustration of a case. Modality for executing the groups exercise: how to define the personality for a study case ILS LEDA 3

4 PROGRAM WEDNESDAY 18 MARCH 08:30-12:30 Working Groups: Defining territorial personality for a study case 12:30-13:30 Lunch 13:30-15:00 Working Groups: Defining territorial personality for a study case 15:00-15:30 Coffee Break 15:30-16:30 Presentation of the working groups results THURSDAY 19 MARCH LESSONS 7: How to implement tool N 2: identifying the territorial image Key components of territorial image The logical process: synthetizing the components-choosing the keywords- from 08:30-10:00 words to symbols Examples of territorial image Introduction by the teacher, class discussion, and exercises 10:00-10:30 Coffee Break 10:30-12:30 Working Groups: Defining territorial image for a study case 12:30-13:30 Presentation of the working groups results 13:30-14:30 Lunch Lessons 8: How to implement tool N 3: establishing communication measures Communicating to whom? Objective of the communication 14:30-16:00 Pillar of the communication Examples of communication Introduction by the teacher and class discussion FRIDAY 20 MARCH 08:00-10:30 Working Groups: Establishing communication strategies and components 10:30-11:00 Coffee Break 11:30-11:30 Presentation of the working groups results 11:30-13:00 Conclusion and Evaluations 13:00-14:00 Lunch 4 ILS LEDA

5 COURSE AT HOTEL PIAZZA BELLINI The course will be host in March 2015 at Hotel Piazza Bellini, a unique hotel located in an ancient completely restructered palace in the heart of Naples historical center. The hotel is very close to the most interesting attractions offered by the city (for example Archaelogical National Museum, San Gregorio Armeno street, the Duomo of Naples, Cappella di Sansevero and much more).. Do not miss the opportunity of enjoying the sunny springtime in Naples and visiting one of the most famous city in the world! To learn more about the course please send an to r.bisceglia@ilsleda.org ILS LEDA International Links and Services for Local Economic Development Agencies