I was Associate Professor in “Territorial Marketing and Urban Valorization” at the department of Economy and Business at Università Cattolica del Sacro Cuore in Milan from 2010 to 2012.
During the academic year 2012/2013 I was Professor of Museum Marketing for the Master’s Degree in Museum Studies at Università Cattolica del Sacro Cuore in Milan.
I have been Professor of “Cultural Tourism and Land Development” for the Master’s Degree course “Economics and Management of Art, Culture and Entertainment” at Università Cattolica del Sacro Cuore in Milan since September 2013.
During this course I intend to provide my students with the tools and the expertise to enhance the cultural resources of a certain area in order to develop positive externalities resulting from tourism, exploiting events as marketing lever.
Among the subjects analyzed and deepened: the tourism phenomenon from the early days to the digital developments, museum marketing, territorial marketing and events (in its variations) as tools to actualize and successfully deploy strategies of land development.
I believe that lecturing theoretical doctrines only finds its completion in providing practical teachings, therefore my educational approach focuses on the necessities of the market and on the new interests of young students: I assist, within my academic course, my students with the realization of a proper cultural event, from the conception stage to the planning and evaluation phases. This enables young students to develop their creativity and organization, and most of all it allows them to deal with sector experts and to gain confidence in their own proficiency.
During these years spent teaching, my students and I have analyzed the territorial repercussions of such big events as all-night festivals, the celebrations of the 150th anniversary of Italian unification, film festivals, the Sanremo music Festival, the Olympic Games and World’s Fairs, e.g. EXPO 2015 and, looking to the future, DUBAI EXPO 2020.
As a summary drawn from my teaching experience, I wrote “Gli eventi quale leva di marketing territoriale per la valorizzazione urbana” (Events as levers of territorial marketing and urban promotion), not only a reference book for students, but also to all who are interested in territorial marketing.