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 the territories;

b) Understand the explanatory variables of the purchase behavior applied to territorial marketing;

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

d) Define strategies for improving the territory;

e) Build the image and publicize the territory;

f) Define strategies to attract tourists, companies, residents and foreign investment, as well as support for exports.

1. Territorial marketing challenges

2. Buying behavior applied to territorial marketing

3. Diagnosis and strategic planning in territorial marketing

4. Territorial improvement strategies

5. Building the image of the territory

6. Disclosure of the territory

7. Attraction of tourists

8. Attraction of companies

9. Support for exports and attracting foreign investment

10. Attraction of residents

• - 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