Course Topics
- Place Branding and Identity Building: Strategies to enhance the distinctiveness and competitiveness of cultural and heritage destinations. - Collective and Umbrella Brands: The role of networks such as UNESCO and Slow Food in value co-creation and sustainable development. - Creative Territories and Sustainable Growth: Linking creativity, culture, and innovation to territorial development. - Stakeholder Engagement and Governance: Collaboration among public, private, and community actors in managing cultural assets.

Teaching format
Frontal lectures, exercises, case studies

Educational objectives
Knowledge and understanding The student/trainee acquires specific competences and skills to deal with management issues from the perspective of the management of tourism enterprises, the development and promotion of tourism destinations and the planning and management of integrated tourism systems and individual services in strategic, organisational and administrative terms with an international and intercultural perspective. The student acquires advanced competences on the legal specificities surrounding the work of tourism companies as well as associations, consortia and non-profit organisations, typical of the tourism system. Ability to apply knowledge and understanding The student/undergraduate acquires the ability to understand and analyse the problems characterising the tourism sector through the application of theories and models and the adoption of appropriate tools for the management of tourism enterprises. The student/undergraduate acquires the ability to use models for the analysis of the tourism market. The student/undergraduate acquires mastery in the management of human resources and in attributing the right value to the enterprise culture. The student also acquires skills in accounting and project financing for business development. Autonomy of judgement acquire the ability to relate models and empirical evidence in the study of tourism businesses, associations, consortia and destinations Communication skills The Master's degree graduate will be able to communicate effectively in oral and written form the specialised content of the individual disciplines, using different registers depending on the recipients and the communicative and didactic purposes, and to evaluate the formative effects of his/her communication. Written and oral communication skills are particularly developed in the training activities carried out for the preparation of the Master's thesis, in the discussion of business cases and in interactive lectures involving group discussions and the comparison of individual analyses. Learning skills to identify thematic connections and to establish relationships between different cases and contexts of analysis to frame a new problem systematically and generate appropriate taxonomies. to develop general models from the phenomena studied.

Assessment
For attending students: The assessment will consist of a combination of a project work plus an in-class presentation (30%) and a final written exam (70%). The final written exam (70%) will include four essay-style questions, designed to assess the students’ understanding of concepts, models and techniques related to the course topics. The written exam will last up to 80 minutes. Project work results are valid for the current academic year only and cannot be carried over beyond that period. For non-attending students: The final written exam (100%) will consist of six essay-style questions, evaluating knowledge of course topics and the ability to apply relevant concepts, models and tools to specific contexts. The written exam will last up to 120 minutes.

Evaluation criteria
Criteria for evaluating the project work: creativity in problem-solving, ability to design and apply practical solutions, data analysis skills, contextualisation and comparative evaluation, critical thinking, ability to summarise and communicate findings effectively. Project work is valid for one academic year only and cannot be carried over beyond that time frame. Criteria for evaluating the written exam: relevance and clarity of answers, ability to contextualise and evaluate, ability to summarise, compare and contrast models related to the course topics.