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 STUDENTS 1) S. Cardinali (2010), "Geomarketing e nuove metriche per un differente approccio alla competizione. Prospettive di ricerca e strumenti di gestione", Esculapio editore 2) L. D'Alessandro (2024). Geografie urbane del commercio. Franco Angeli

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 and operational 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.

No specific required background. A basic knowledge of database management softwares (e.g. Excel) could be useful.

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

The lectures (front-end teaching - 25 hours) will address various topics relating to the role of cartography in territorial analysis, geomarketing and urban geographies of trade and retailscapes.

Laboratory activities (20 hours) 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.
Students 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. Downloadable for free at the following link: https://www.qgis.org/download/

ATTENDING students will be assessed on the basis of:

- a written examination covering the topics discussed in class (slides and materials available on the DIR course page);
- a group assignment focused on the development of a geomarketing project.

The final grade will be calculated as the average of the written examination (50%) and the group assignment (50%).

The assignments will be assessed according to:

A. the quality and relevance of the methodology used to collect and organise data;
B. the effectiveness and relevance of the maps produced;
C. the ability to justify the choices made during the project.

Each group will present its project by the end of the course, according to procedures that will be defined during the first few weeks of classes.

To obtain a passing grade (sufficiency), students must demonstrate:

- a basic knowledge of the topics covered during the course;
- the ability to understand and use the main functions of QGIS;
- an adequate capacity for critical judgement concerning the course topics.

To achieve an excellent grade, students must demonstrate:

- an excellent knowledge of the topics covered during the course;
- the ability to understand and use the QGIS functions introduced during the practical sessions;
- an excellent capacity for critical judgement concerning the course topics.

NON-ATTENDING students will be assessed exclusively through a written examination consisting of open-ended questions based on the required readings.

Students with disabilities, Specific Learning Disorders (SLDs), or Special Educational Needs (SEN) may request dedicated services and specific support tools by contacting the Career Development and Coordination and Student Services Office and consulting the relevant page on the University website: https://uniupo.it/it/servizi/servizi-studentidisabili-e-dsa.

After contacting the relevant University Office, students with disabilities, SLDs, or SEN may contact the lecturer responsible for the course to discuss the educational aspects of any adjustments to the examination arrangements.

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.

INTEGRATION OF THE GENDER DIMENSION
The lectures on the urban geographies of trade examine also the gender dimension regarding the use of urban spaces, drawing on the debate within feminist urban geography (Preston, V., & Ustundag, E. (2025). Feminist Geographies of the "City": Multiple Voices. A Companion to Feminist Geography, 211).

By the end of the course, students are expected to have acquired advanced knowledge and skills related to the production and use of cartography as a tool for spatial analysis and planning.

These learning outcomes are organised into the following areas:

1. Knowledge and understanding

Students will be expected to:

- understand the main methods of spatial analysis, particularly in the fields of geomarketing and economic geography;
- understand the basic principles and theories of cartography, with particular attention to the contribution of critical cartography;
- critically assess the complex role that GIS-based spatial analysis and representation can play in decisions concerning the location of economic activities.

2. Applying knowledge and skills

Students will be expected to apply the knowledge acquired during the course, particularly with regard to:

- designing and implementing spatial analysis methodologies for business location and territorial analysis projects;
- using the basic functions of QGIS;
- representing spatial information through the production of maps.

3. Making judgements

The course will provide students with the tools needed to critically assess the use of digital cartographic tools (GIS) in geomarketing and economic geography projects.

4. Communication skills

Students will be expected to produce meaningful cartographic representations and critically analyse their role in business location and geomarketing projects.