In a globalized, competitive and interconnected society, the sense of a place and its identity is a strategic yet challenging territorial feature. Place marketing allows to add value to local resources, so it is important to:

• Understand the place marketing within the territorial management and sense of a place, positioning a territory in the vast world market.
• Understand the importance of place marketing as a strategic tool to improve local development actions in regions or in cities and to provide knowledge ant practical tools to define proper place marketing strategies. In particular, to use it as a tool to manage places, to discuss and depict fundamental variables of a marketing process, and to draw a place marketing strategy.
• Understand how to promote unique opportunities and guide the actions of the actors of a territory and to improve the sense and value of a place and understand how tourism and other economic and cultural activities can benefit from place marketing and to be able to discuss a town center management model.
• Understand the role of networks of actors to promote and project a more competitive sense of place and the development of territorial brands.