2013
- Pubblicazione libro “Gli eventi quale leva di marketing territoriale per la valorizzazione urbana”
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12.2013A compendio dell’attività di docenza, nel 2013 ho scritto il libro “Gli eventi quale leva di marketing territoriale per la valorizzazione urbana”, testo di riferimento non solo per gli studenti, ma anche per tutti coloro che a vario titolo sono interessati al marketing territoriale.
- Docente di “Turismo culturale e Sviluppo del territorio”
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09.2013Dal 2013 sono docente di “Turismo culturale e Sviluppo del territorio” nel corso di laurea magistrale in “Economia e gestione dei beni culturali e dello spettacolo” presso l’Università Cattolica del Sacro Cuore di Milano.
2012
- Docente di Marketing museale
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2012Nell’anno accademico 2012/13 sono stato docente di marketing museale per il Master di II livello in Museologia presso l’Università Cattolica del Sacro Cuore di Milano.
2010
- Docente di “Valorizzazione urbana e grandi eventi”
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05.2010
Da maggio 2010 sono stato Professore incaricato per l’insegnamento di “Valorizzazione urbana e grandi eventi” nell’ambito del corso di laurea magistrale in “Economia e gestione dei beni culturali e dello spettacolo” presso l’Università Cattolica del Sacro Cuore di Milano.
Durante il corso è stata analizzata la relazione tra eventi e promozione del territorio sia fornendo strumenti di tipo teorico che favorendo lo sviluppo di capacità ideative e organizzative da parte degli studenti. L’insegnamento era volto a saper prevedere, valutare e misurare le ricadute che un grande evento, come un’olimpiade, genera sul territorio circostante in termini di effetti positivi e negativi, economici, culturali, ambientali, sociali e politici. Particolare attenzione è stata dedicata ai casi dell’EXPO 2015 e del 150° anniversario dell’Unità d’Italia.
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.
Realized Events
I feel MI
10 propositions to improve Milan: the value of ideas and youth.
1st December 2015, Milan. In the setting of the evocative Sala delle Colonne in the Museo della Scienza e della Tecnologia Leonardo Da Vinci, an audience of over 400 people took part in the event “IfeelMI”, completely imagined, organised and self-managed by the students of the course “Cultural Tourism and Land Development” supervised by the teacher Giovanni Bozzetti, coordinated by the event manager Alessandra Cuttaia.
An event of an economic value of over 45.000€, completely carried out at no cost thanks to an accurate research for technical and artistic partners who have contributed to make IfellMI “the most spectacular educational project actualised by my students in these five years”, Giovanni Bozzetti himself affirms.
IfeelMI seeks to draw attention to the perception on the city after the success of Expo 2015, in order to maintain high the esteem Milan is held in and to strengthen increasingly its brand awareness among an international public.
The added value of the initiative can be found in the proposition of 10 ideas to improve Milan promoted by the students after a survey of a sample size of 500 tourists and residents on the brand perception of the city.
«The rulebook of the propositions developed by my students aims to exploit the strong points of Milan and, at the same time, to indicate solutions for the weak elements in order to increase the brand awareness of the city. I am sure that the systematic and coordinated collaboration between institutions and the local and regional authorities has contributed to the achievement of great performances in fields such as culture and entertainment»
Giovanni Bozzetti states.
Take a look at the complete report and the rulebook
The Alderman for Culture Filippo Del Corno himself expresses his opinion on the topic, saying: <>. The Director of the Museum, Fiorenzo Galli, has also stated: «Milan is a welcoming city which must capitalise on youth to develop its potential».
Present at the event, Simonpaolo Buongiardino, Deputy President of Unione Confcommercio and President of MeglioMilano, declares himself sure that: «Expo has bestowed the city of Milan with a better reputation, now it is up to the metropolis to succeed in exploiting the changes it brought». Giulio Di Sabato, President of Assomoda, underlines that: «thanks to Expo, Milan has renovated itself, new areas are born, which in turn gave life to evens and structures».
The Alderwoman for Education, Training, and Labour, Valentina Aprea, enthusiastic about the extraordinary setups and the organisation of IfeelMI, reminds the guests that: <>. And indeed the colours were the most acclaimed characters of the gala, thanks to the 24-year-old digital craftsman Yury Sirri Nakvas who, with his video “Milano City Hyperlapse & Timelapse”, turned the grey Milan into a texture of lights and colours, finding the sincere appreciation of the Alderwoman Aprea, who has suggested its publication on the website of Regione Lombardia.
Take a look at the video Milano City Hyperlapse & Timelapse
Staying in the digital field, IfeelMI boasts a prestigious support buy instagramers IgersMilano, who announced a photo challenge which collected over 480 picturs with #ifeelmi in just seven days.
To guarantee considerable entertainment and the maximum involvement, the audience was provided with several moments of amusement: from photography to technological exhibitions, from opera treble voices performances to physical theatre acrobatics, from a live painting contest to jazz music and new digitally composed tunes.
All of that in an event organised in just two months, by fifteen students, at no cost, thanks to the collaboration with the Museo della Scienza e della Tecnologia Leonardo Da Vinci and the support of leading companies in technology, setups, and catering sectors.
“IfeelMI” was a success: having cared about every aspect or detail, we succeeded in getting our guests excited when entering the room carried into the magical atmosphere of a recreated old Milan, with photography exhibitions, live painters and the astonishing trumpet of Ottavo Richter, Raffaele Kholer. We noticed our guests marvelled at the harmony of movements shown by Liberi Di and during the performance of the twenty-five treble voices of Laboratorio Opera SoloCanto. A special thanks goes to SIGMA VISION, an excellent partner for technological setups, an extraordinary lighting and a flawless direction. The greatest lesson we learnt throughout this experience is that we young people mustn’t give up in the face of challenge we encounter day by day. We can grow and improve together every single day in and for our city”.
The class of Cultural Tourism and Land Development
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- I Feel MI
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- I Feel MI – con Fiorenzo Galli
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- I Feel Mi – con Simonpaolo Buongiardino
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- I Feel Mi – con Valentina Aprea
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- I Feel Mi – la mia classe 2015/16
VestiMi con gusto
Milan, 15th January 2015. The event “VestiMI con gusto” took place at Palazzo Cusani, in front of a 400 guest audience. It was created and organised in its entirety by the students of the course “Cultural Tourism and Land Development” – Master’s Degree course “Economics and Management of Art, Culture and Entertainment” at Università Cattolica del Sacro Cuore in Milan, coordinated by their teacher Giovanni Bozzetti, with the support of Alessandra Cuttaia, enthusiast on the subject.
The evening started with the debate on the topic “Dress Milan with taste for EXPO 2015” – the necessity of developing shared and systematic strategies of territorial marketing for city promotion and attracting tourism flows. Hosted and moderated by the teacher Giovanni Bozzetti, speeches followed one another, given by important representatives of the Milanese institutional and cultural scene, all keen on considering culture as a fundamental engine of economic development, and not just for the city of Milan. As the President of Camera della Moda, Cav. Mario Boselli, underlined: “the 30% of the European population will not participate in another Expo in our continent” and Milan, the main tourism destination of 2015 according to estimates from the New York Times, must know how to renovate itself to live up to its new role. According to Simonpaolo Buongiardino, Deputy President of Unione Confcommercio, “it’s been two years since Milan realised to be not only a tourism destination for business or fashion, but also for its culture and history”. Demonstrating the world and Italians themselves that Milan transcends the now wearing thin pair “fashion-business” is the aim of the Alderman for Culture, Filippo del Corno, who states: “the results of a survey of a sample size of citizens observes that the presence, in the cultural areas of Milan, of an artistic heritage which equalises our city with other Italian destinations with regard to tourism flows, is sadly unknown to most”. Extremely important for the repositioning of our city and our Country is the incentive of youth entrepreneurship, fundamental stimulus to economic recovery: it is necessary to pass the baton to the younger generation, ideally symbolised during “VestiMI con gusto” by the speech gave by Ottavio Missoni Jr, of the great fashion company Missoni s.p.a.
And fashion was one of the Italian excellences chosen to entertain the guests of the event: twenty female models and five male models paraded in the marvellous and regal Sala Radetzky, wearing eco-friendly clothes. Eight were the collections displayed: made in Italy brands Alice Lissoni, Meet2Biz, Paglia and Knitlab, Finnish designers Tiensivù, the vocational institute AFOL moda, the accessories and jewels designer Giovanni Scafuro, and Altriluoghi and Kahuna Project, emerging brands representing the best food-inspired graphic design made in Italy.
At the end of the event, the award winning chef Beppo Tonon, astonishing the whole audience, modelled an enchanting peacock out of fruit and vegetables in just five minutes.
The students of teacher Bozzetti are sure their project succeeded in instilling interesting starting points into those present “the perfect promotion of the city of Milan, expressing the great certainty that culture, art and customs of a land constitute essential elements enabling the economy of our Country to thrive. We consider ourselves pleased by the extraordinary success of an event which, from the start, took only three months of lessons in class and extracurricular meetings. This experience has surely taught everyone of us so much, giving us a practical approach which is so often ignored by the Italian academic system and providing us with a legacy for us to glean from in our future work experiences. It’s not just technical skills, but also something that cannot be learnt from theory alone, such as the ability to relate to others and to work as a team, let alone the acquisition of a greater awareness of our real talents, our strong and weak points we will find ourselves working on in the future”.
A special tank goes to the pianist Benedict Sauer, the violinist Matteo Calosci, the baritone Jaime Pialli, and the dancers Giada Fichera, Chiara Cardini, Alessia Ferri and Jessica Marino.
Among the guests were many representatives of the world finance and entrepreneurs, as well as the Lieutenant General of the Army Mauro Del Vecchio, the General of the Military Command Army “Lombardia” Antonio Pennino, the Member of the Board of Directors of the Università Cattolica del Sacro Cuore di Milano Vincenzo Cesareo, the President of FICTS Franco Ascani, the President of Assofood Cav. Dino Abbascià, the president of Assomoda Giulio Di Sabato, the Secretary-General of Piattaforma Sistema Formativo Moda Roberto Portinari.
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- VestiMI con Gusto – con Antonio Pennino
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- VestiMI con Gusto – con Filippo Del Corno
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- VestiMI con Gusto – con la mia classe 2014/2015
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- VestiMI con Gusto – con Mario Boselli
Tu come Mi vedi?
SOn 10th December 2013 “How do you see me?” took place. This cultural event designed and self-produced by the students of the Università Cattolica del Sacro Cuore with the support of the teacher Giovanni Bozzetti during the course “Cultural Tourism and Land Development”.
The event took place in Milan, in the wonderful setting of Palazzo Cusani, and it attracted a great turnout.
The show-conference opened with an institutional introduction to support the students held by the Colonel Cosimato, the teacher Giovanni Bozzetti, the Deputy President of the Province of Milan Umberto Maerna, and the Alderwoman for Education, Training, and Labour of Regione Lombardia Valentina Aprea. The famous photographer Bob Krieger was invited to declare the winner of the photography competition, bestowing Alice Osculati with the award thanks to which she earns a stay in Milan for her picture “Skyline milanese”. The show continued with a speech by Andrea Bosco, reporter for the Corriere della Sera, with Choi Syunhye, soprano of the Conservatorio Giuseppe Verdi, performing Giselda’s aria by the most famous Italian composer of all time Giuseppe Verdi, and with Enrico Girardi, the music critic for the Corriere della Sera, who traced a path from Verdi’s I Lombardi alla Prima Crociata to his Messa da Requiem.
Christian Poggioni, stage actor, played “L’assalto ai forni” from “I promessi sposi”. A leap of a few centuries brought to the Futurism illustrated by Giovanni Tuzet, teacher of philosophy of law at the Università Bocconi.
The extraordinary presence of Massimiliano Finazzer Flory, who played skilfully a piece from his “Promessi Sposi”, ended the show. Then the audience enjoyed refreshments with a lounge music accompaniment by the special guest Paola Iezzi, who also performed “Io e te” by Enzo Jannacci and “Innamorati a Milano” by Memo Remigi.
“How do you see me?”, a self-managed and no profit cultural event, developed from the certainty of a group of students that Milano has a cultural soul, even though sometimes hidden, pivotal for the citizens and, most of all, the young people.
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- Tu come MI vedi – Valentina Aprea
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- Tu come MI vedi
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- Tu come MI vedi – con la mia classe 2013/2014
MILANO 150: un secolo e mezzo di eccellenze
Milan, 19th Dicembre 2011 – Conference hall of Palazzo dei Giureconsulti.
To celebrate the 150 years since the Italian unification, also Milan wants to pay tribute to our Country, and it does it with the audiovisual exhibition Milano 150: a century and a half of excellences.
For the second year in a row the students of the master’s degree in “Economics and Management of Art, Culture and Entertainment” have organised an event under the supervision of the teacher Giovanni Bozzetti.
An exhibition which boasts the attendance of eminent personalities telling their own Milan, a city which is much more than a fashion capital, thanks to its city planning, and its history of art and literature, making it a source of Italian pride worldwide.
Because Milan is not just food and music: Milan includes evocative riches which have inspired poets and writers from all eras, but also brands now become paragon of Italian and Milanese character.
Milan 150 is a path towards the discovery of the Milanese excellences and the changes the city underwent in the course of time.
Silvana Filippelli and Giovanni Battezzati read poems by Gadda, while Claudio and Silvia Gay livened up the evening singing Giuseppe Verdi’s arias. Other leading figures partook in the meeting: the General Camillo De Milato, the Deputy President of the Chamber of Commerce Simonpaolo Buongiardino, the reporter Andrea Bosco, the President of the Provincia di Milano Guido Podestà, the photographer Bob Krieger and the Board Member of Assolombarda Arturo Artom. The academics Flavio Caroli, Claudio Borghi and Giovanni Bozzetti himself.
Pregustando l'Expo: eventi per il territorio
Two days of meetings, expositions and fashion shows organised by the students of the course “Urban promotion and events management”.
An innovative chance to put education into practice.
“Pregustando Expo”, or how to create interest and anticipation towards a great event bound to be an opportunity for Milan and its territory. That is why the students of the course “Urban promotion and events management”, held by the teacher Giovanni Bozzetti within the master’s degree course “Economics and Management of Art, Culture and Entertainment” realised a series of initiatives at Università Cattolica and on the territory completely self-produced, from funds colletting to the actual realisation, evocatively titled “Anticipating Expo”, a sort of starter made of cultural dishes and inter-disciplinary appointments.
Expo hits the nail on the head from its first meeting. With promotion and development the students have found themselves in the political and institutional aspects of Expo 2015. The economic, social, and urban impact which an event with such high resonance can create on a territory were discussed during the speeches given by Raffaele Cattaneo, Renzo Gorini, Alberto Meomartini, Micol Beltramini, Guido Podestà, Bruno Ermolli and Gian Valerio Lombardi. The Mayor of Milan and Special Commissioner Letizia Moratti herself concluded the morning with a “question time”, indicating to the young people a rosy employment future not only for highly specialised professions, but also in the technical logistics sector and in the agricultural field.
In the afternoon a second meeting characterised by nutrition, health, and wellness, key topics of the Universal Exposition, titled “The Mediterranean diet is made an Intangible Cultural Heritage of Humanity by UNESCO”. Heritage of Humanity = Heritage of Economy. In this case the voices of Carlo Cracco, Paolo Massobrio, Gianpaolo Landi di Chiavenna, Ambra Morelli, Francesco Casolo, Lucia Giulia Picchio and Matteo Catullo debated on the importance, not just from a medical point of view, of a healthy nutrition, on the Mediterranean diet, recently recognised “Heritage of Humanity” by UNESCO, on food safety, and on the new frontiers of wellness.
A photography exhibition, by the young artist Stella Zoni on the paradoxes of food waste, typical of the most industrialised Countries, and a screening on the social and cultural evolution of food within Italian cinema were set up for the whole day.
The 16th December ended with a concert by the cultural association “Clavicembalo verde”, a show by the comedian Enrico Beruschi and a fashion show with nature-inspired clothes by the Milanese stylist Raffaella Curiel.
The second day of “Pregustando Expo” was again food-related, but this time concerning the wasted one. On Saturday 18th December, in fact, young fashion designers dealt with extracting clothes from recyclable materials in the heart of Milan, in the Galleria Vittorio Emanuele. Accompanying the work of the designers were young DJs, photographers, make-up artists and hair stylists who contributed in making the “Urban Center”, the prestigious artistic lab for the event, a destination for experts in the field and curious people. A jury composed of Mario Boselli and Beppe Modenese, the former being the Honorary President while the latter the long-standing President of the National Chamber of Italian Fashion, of the coordinator of the event “Presgustando Expo” Giovanni Bozzetti, of the Alderman for Urban Planning Maurizio Cadeo, and the “Il Giorno” reporter Luisa Cuini, proclaimed the really young Sonia Macaddino as winner of the contest, thanks to her old fashioned black and white creation using plastic straws for beverages.
Valenina Cataudella and Nunzio Del Prete’s creations also on the podium.
The totality of activities of “Pregustando Expo” was able to build a dynamic space of comparison between students and professionals, providing the young people with a great opportunity for them to exploit: being protagonists and creators of their own culture and their own land.
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- manifestazione in Galleria Vittorio Emanuele – Milano
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- Pregustando l’EXPO
Senti Che Milano
Milan, 14 December 2016 – In the astonishing atmosphere of the Liberty Room of the Milanese Philologic Circle the show Senti che Milano hosted a journey across the city with music, images, and words.The one of a kind event took shape during the course “Cultural Tourism and Land Development” at Università Cattolica del Sacro Cuore di Milano, taught by Professor Giovanni Bozzetti, with the supervision and the overall coordination by Alessandra Cuttaia ad Alessandra Ricci, and it was completely devised and self-produced by the students of the Master’s Degree in “Economics and Cultural Heritage and Entertainment Management” and “Business Communication, Media, and Complex Organisations”.
Senti che Milano aims at promoting the city through fresh ways which recognise music as the common denominator. The objective, on a tourist/cultural level, is that of promoting a less known but nonetheless fascinating trait of the Lombard Capital by enhancing the urban areas related to its music heritage. During the evening an innovative digital map of the Milanese music sites whose cultural value is worth remarking was presented. Thanks to an intense research work over 300 music sites of relevant tourist interest were considered, with the consequent writing of a list of 169: 8 handmade music enterprises, 25 musical instruments and CDs/vinyl records shops, 15 theatres, 7 Churches collaborating with the festival Cantantibus Organis, 9 music museums and historic houses, 28 clubs, 21 music schools, 23 recording studios, 19 radios and 14 record labels. To accompany the discovery tour of the music sites in the city an ad hoc, 53 Milan themed track playlist to be downloaded via Spotify was created.
In the course of the evening, along with Giovanni Bozzetti, Professor of Cultural Tourism and Land Development, there were speeches by Filippo Del Corno (Milan City Councillor for Culture), Valentina Aprea (Lombardy Region Councillor for Education, Training and Employment), Domenico Piraina (Area Culturale and Sevizio Polo Mostre, and Musei Scientifici Director), Livio Paolo Dal Bon (President of the Giorgio Gaber Foundation), Gianmario Longoni (Artistic Director of the Teatro LinearCiak and President of the Teatro Sistina), and Mario Lavezzi (Composer and Music Critic, awarded the Ambrogino D’Oro on 7th December 2016 by the Milan City Council).
During his speech, the City Councillor Del Corno declared:
“Initiatives like this drive us to think about new inputs to widen the appeal of our city, for example I can think of the introduction of a “Milan Music Week” to suggest a new take on Milan, both unusual and important”
The creation of Senti Che Milano is once again the proof of the importance and effectiveness of a practical didactic approach and therefore focused on labour market needs and students’ new interests.
“I am proud to present, for the sixth consecutive year, this cultural initiative which symbolises a clear example of how Italian University, along with a theoretic didactic, is concentrating more and more on practical teaching method and, in doing so, gaining prominence on a worldwide scale”
These the words of Professor Giovanni Bozzetti on his initiative.
The opening saw the performance of DJ Gab Dez, known for his exhibitions in exclusive clubs all over the world (in places such as Tokyo, Stockholm, and Saint Tropez to name a few). Following the DJ set, an exciting performance by the Cavalazzi Strings Trio of the Antonio Carlo Monzino Foundation. The audience was then entertained by Milan themed songs performed by the young singer Merifiore, winner of the award “Arezzo Wave 2014”, Simona Severini, winner of the award “Zorzella 2010” for young jazz players, the singer/songwriter Cesare Livrizzi, while on the road for his 17 gig tour nationwide and Lorenzo Luporini, nephew of the great Giorgio Gaber. The evening ended with soprano Monica Mariani, Artistic Director of Bel Canto a Milano, performing an aria from Madama Butterfly.
During the evening an original video clip montage shot in Milan and realised by The BigMama – A Multimedia Kitchen was shown.
