Territorial Marketing

No basic knowledge is needed. 

The following teaching methodologies are used in this course:

1. Verbal methodologies (say), making use of the pedagogical resources Exhibition, Explanation, Dialogue and Interrogation;

2. Intuitive Methodologies (show), using the pedagogical resources Demonstration, Audiovisuals and Written Texts;

3. Active Methodologies (to do), making use of pedagogical resources Group Work and Case Studies.

a) Understand the current challenges faced by territories;

b) Understand the explanatory variables of purchasing behaviour applied to territorial marketing;

c) Know and use diagnostic and strategic planning techniques in territorial marketing;

d) Define strategies to promote and communicate the territory;

e) Define strategies for retaining, attracting and fixing people, companies and investments.

1. Introduction to Marketing

2. Dimensions of Territorial Marketing

3. Diagnostic tools in Territorial Marketing

4. Objectives of Territorial Marketing

5. Territorial Marketing target audiences

6. Territorial Marketing strategies and policies

7. Branding and promoting the Territory

8. Evaluating results

• - Written Tests - 50.0%
• - Practical work - 50.0%

• - Exam - 100.0%

NAO

Figueira, A. P. (2011). Marketing Territorial: Uma Nova Dimensão do Marketing. Estarreja: Mel Editores
Kotler, P., & Keller, K. L. (2006). Administração de Marketing. (12.ª Edição). São Paulo: Pearson Prentice-Hall
Kotler, P., Bowen, J. & Makens, J. (2017). Marketing for Hospitality and Tourism. (7th Edition). Harlow: Pearson.
Kotler, P., Gertner, D., & Rein, I. (2007). Marketing Places: Attracting Investment, Industry, And Tourism To Cities, States, And Nations. New York: Free Press
Moilanen, T. & Rainisto, S. (2009). How to Brand Nations, Cities and Destinations: A Planning Book for Place Branding. Hampshire and New York: Palgrave Macmillan
Morgan, N., Pritchard, A., & Pride, R. (Eds) (2002). Destination Branding. Creating the unique destination proposition. Oxford: Butterworth-Heinemann
Rainisto, S. (2009). Place Marketing and Branding: Success Factors and Best Practices. Saarbrücken: Lambert Academic Publishing