Ateneo - UPO

1. Emergence and evolution of the concept of geomarketing and spatial marketing
2. Geographic information systems/GIS
3. Geomarketing and consumer behavior
4. Geomarketing and retail location
5. Geomarketing and marketing management.
6. Urban retail geographies

During the course, those attending will learn to use the QGIS software, reaching a basic level.

ATTENDING STUDENTS
Attending students will study on materials provided in class and made available on the course DIR page.
Students who participate in the activities proposed during the course and take part in at least 75% of the lessons (36 hours) are considered as attending.

NON ATTENDING
1) S. Cardinali (2010), "Geomarketing e nuove metriche per un differente approccio alla competizione. Prospettive di ricerca e strumenti di gestione", Esculapio editore [Available at UPO libraries]
2) A. Salvatore, "Il manuale del retailing". SOLO CAPITOLI 1-2-3-4-5-7-8 [Available at UPO libraries]
3) Special issue n. 51 of GEOTEMA journal. 5 articles at students' choice (excluding the first one, by Cirelli).
Disponibile online https://www.ageiweb.it/geotema/geotema51/

The course aims to provide theoretical and operational tools for territorial analysis aimed at geomarketing, through the use of Geographical Information System (GIS) programs.

In particular, the course objectives are:

a) to provide theoretical knowledge about geomarketing and its possible applications
b) to provide technical knowledge on the use of GIS softwares (open source Quantum Gis - Qgis software)
c) to provide theoretical tools on cartography and its role in spatial representations;
d) to provide critical tools, useful for understanding and evaluating the role of GIS in territorial analysis applied to economic geography
e) to provide basic knowledge of the geographies of trade and the evolution of commercial landscapes (retailscapes), especially in urban contexts.

The 45 hours of classes are divided into lectures and laboratory activities.

The lectures will address various topics relating to the role of cartography in territorial analysis, geomarketing and urban geographies of trade and retailscapes.

Laboratory activities include:

- Guided use of QGIS (introduction to the main tools, creation of simple maps)

- Individual activities of designing and implementing a cartographic project.

Given the laboratory nature of the course, attendance and participation in classroom exercises are mandatory.
Those who cannot attend the course, must follow the specific program for non-attending students.

During laboratory activities, each group is expected to be equipped with a laptop.
We will use Quantum GIS, version 3.34. Downloadable for free at the following link: https://www.qgis.org/download/

ATTENDING students will be evaluated on the basis of:
- a written exam relating to the contents that we discussed in class (slides and materials made available on the DIR page)
- a group exercise consisting of the implementation of a geomarketing project. Details relating to the exercise will be provided during the first lessons of the course.

The evaluation of the exercise will take into account:
A. the quality and relevance of the data collection and organization methodology
B. the effectiveness and relevance of the cartographic maps provided
C. the ability to motivate the choices made during the project.

Each group will present their project by the end of the course, with methods that will be defined during the first weeks of lessons.

NON-ATTENDING students will be assessed through a written exam, with open-ended questions, based on the exam texts.

Students with physical disabilities, Learning Disabilities or Special Education Needs can request specific services and tools via the Staff Sviluppo e Coordinamento Carriere e Servizi alle Studentesse e agli Studenti, consulting the University webpage: https://www.uniupo.it/en/services/servicesstudents-physical-or-learning-disabilities Students with disabilities, learning disabilities or special education needs, once they have contacted the University Staff, can refer to the tutor in charge of the course to define the examination modalities, concerning academic aspects.

The course program is divided into a theoretical part and a practical/applicative part.

The theoretical part aims to provide students with the conceptual tools necessary to achieve the objectives of the course and is divided into the following contents:
1. Geomarketing and the basic principles of economic geography and business location
2. Methods and techniques of territorial analysis
3. Elements of cartography
4. Theories and practices of participatory mapping (counter-cartography, community mapping, etc.)
5. Geographic Information Systems (GIS) as tools for spatial and territorial analysis
6. Use of GIS in the context of economic geography and geomarketing.
7. The urban geographies of trade and retail

The practical/applicative part of the course has the main objective of providing students with the knowledge and tools necessary to use the Qgis open source software, in particular in relation to its application in territorial analysis activities to support geomarketing projects.
Specifically, students will be provided with knowledge and skills related to:
- Data and data sources in GIS
- Geographic and cartographic reference systems
- The cartographic representation of the data: shapefile and raster
- Georeferencing
- Spatial analysis and geoprocessing tools.
- QGis plugins.

At the end of the course the student is expected to have acquired complex knowledge and skills relating to the production and use of cartography as a tool for territorial analysis and planning.