Università degli Studi di Napoli "Parthenope"

Teaching schedule

Academic year: 
Belonging course: 
Course of Bachelor's Degree Programme on MANAGEMENT DELLE IMPRESE TURISTICHE
Disciplinary sector: 
Year of study: 
First Semester
Hours of front activity: 



Course description

The course aims to share to students the main theoretical and conceptual knowledge of the marketing management of cultural organizations and to promote the ability to apply the acquired knowledge in practice. The course is finalized to deepen the peculiarities of marketing management within companies operating in the field of arts and culture, with particular attention to the relationship with "customers" who benefit from products and cultural experiences and to the tools able to ensure the highest value and mutual satisfaction.
Students will be introduced to the principles of marketing management and, during the course, will be deepened the fundamentals of the cultural heritage marketing strategy and the main issues related to value creation. After analyzing the peculiarities of marketing management of the cultural organizations, we will illustrate the evolution of marketing alongside the distinctive features of marketing management. We will explore the main tools for market analysis as well as the components of the marketing information system. We will also analyze in depth the peculiarities of consumption of cultural products, the motivations and decision-making processes that characterize the cultural experiences, the concepts of segmentation and positioning for the definition of marketing strategies and levers of the marketing mix, the customer relationship management.
At the end of the course, the student will be able to understand the distinctive features of marketing management and the main challenges for the design, implementation, and management of cultural heritage with a view to creating customer value.


Essentials of general management


The following topics will be analysed in depth :
a) Distinctive features of the cultural and creative sectors
b) Value production process
c) Value analysis for customers
d) Consumer behaviour: experience and perception of value
e) Customer expectations and satisfaction
f) Customer journey
g) Methods and techniques for market knowledge
h) Value creation for customers
i) Identification of the target market
j) Creating value with the product
k) Creating value with the brand
l) Create value with price
m) Management of a multimedia and multi-channel environment
n) Integrated marketing communication
o) Customer relationship management
p) Heritage marketing: a proposal of method and management
q) Heritage marketing mix

In addition, specific business cases will be analysed during the course.

The course illustrates the main theoretical, conceptual and operational aspects of cultural organizations marketing management and explores the main challenges for achieving long-term customer relations.

Teaching Methods

The course will be organised in frontal lessons, discussions of case studies, in-class reading of papers and group project works.
Attendance and active participation in the course are strongly recommended.


Troilo G. (2014), “Marketing nei settori creativi. Generare valore per il cliente tramite l’esperienza della creatività”, Pearson, except for chapters 5 and 10.

Napolitano M.R., Riviezzo A., Garofano A. (2018), Heritage Marketing. Come aprire lo scrigno e trovare un tesoro, Editoriale scientifica, chapters 1 and 4 and three case studies chosen by the student.
Further lectures will be suggested during the course.

Learning assessment

The exam will be supported through a written and oral examination. The written test (2 open-ended questions and 21 multiple choice questions), which lasts 60 minutes, will be taken on a computer using the exam platform and control tools (Respondus). The evaluation is considered positive if the student scores not less than 17/30. The verification will be completed by an oral examination aimed at verifying the achievement of the training objectives indicated above.
Based on one question focused on the principles and models addressed during the lesson, the exam intends to ascertain the level of knowledge and understanding of the student, the ability to apply theoretical models and understand marketing management practices in real or hypothetical organizational contexts, as well as communication skills. The valuation is positive only if the student is able to correctly answer the questions.

For attending students, the project work will contribute to the final evaluation. Students, organized in small groups (three or four students), will have to apply the theoretical models and tools illustrated during the lessons to a real case, developing a marketing plan. The project is aimed at ascertaining the ability to learn and apply marketing management models and tools, the ability to work in a team and exhibition skills.
Students will be required to prepare and discuss a presentation about a specific topic of the course using logical arguments and tools such as Power Point or Prezi and to deliver a report of the task (no more than 20 pages, double-spaced). The project work will be evaluated out of thirty and will contribute 40% to the final mark.

More information

Expected learning outcomes
Knowledge and understanding
Students will demonstrate to know the main theoretical models and concepts concerning the managerial and marketing practices of cultural organizations.
Applying Knowledge and understanding
Students will demonstrate to know how to apply the theoretical models and/or managerial and marketing practices learned within a real-world organizational context.
Making judgments
Students will demonstrate the ability to choose between different theoretical models and/or managerial and marketing practices the ones most appropriate in the context proposed by the teacher.
Students will demonstrate the ability to communicate the notions learned in a clear and appropriate way in specific professional contexts.
Lifelong learning skills
Students must demonstrate a good capacity of learning and application of the notions, models and concepts learned during the course.