Territories and sustainable marketing: integrating business, agriculture, and regional planning for a systemic change

Territories and sustainable marketing: integrating business, agriculture, and regional planning for a systemic change.

Department of Agriculture, Food and Environment, UNICT
via Santa Sofia 100 Catania
5/05/2025, classroom P, h. 14.00 
6/05/2025, classroom D, h. 14.00

The lecture explores sustainable marketing through a broader territorial and systemic lens, extending beyond firm-level practices to encompass regional development, agricultural economics, and sustainable planning.
By integrating multidisciplinary perspectives, the lecture highlights how marketing strategies can support sustainability within enterprises and across entire territories, enhancing local economies, promoting equitable resource use, and fostering long-term ecological resilience.
Sustainable marketing will be defined within the framework of systemic sustainability, emphasising the interplay between economic, social, and environmental dimensions at the regional level.
Participants will find out how marketing initiative scan support sustainable food systems, rural development, and local value chains, especially within agricultural and territorial contexts. Case studies will demonstrate how coordinated marketing efforts—whether in agri-tourism, place branding, or community-supported agriculture—can contribute to broader sustainability transitions.
This multidisciplinary approach will equip students from various academic backgrounds (including sustainable planning and agricultural economics) with tools to assess and design marketing strategies that generate value not only for businesses but also for communities and ecosystems.
The lecture will include real-world examples and applied exercises to foster critical thinking and collaborative problem-solving.