INTERNATIONAL STUDENT COMPETITION ( 3/05-8/05 2016)

FOCUS ON: PLACE BRANDING AND MEDITERRANEAN DIET

Index:

THE PROJECT ...... 2 PROJECT, DURATION AND LOCATION ...... 2 HOW DOES IT WORK? ...... 3 SPECIFIC OBJECTIVES AND PRIZES ...... 3 SPECIAL GUEST LECTURERS ...... 3 DETAILED PROGRAMME ...... 3 DIDACTIC MATERIALS ...... 6 ACCOMODATIONS ...... 6 PRACTICAL INFORMATION ...... 7 THE PROJECT PROJECT, DURATION AND LOCATION In the wonderful rural setting of Le , a group of entrepreneurs and local authorities coordinated by Prof Alessio Cavicchi (University of Macerata) is working together to plan long lasting activities able to link rural branding with typical local food and wine offer. This cooperation was born under the aegis of Urbact project (http://urbact.eu/gastronomic-cities), where Prof. Cavicchi has facilitated local multi-stakeholder network meetings.

During this project, the University had the chance to “discover” the work of an association, the Piceno Laboratory for Mediterranean diet. This group of committed and passionate persons are now boosting collaboration with the University through many diverse activities aimed at local sustainable development. Here you can find the rationale of such laboratory and its importance at international level:(https://discovermarche.wordpress.com/2015/01/22/the-mediterranean-diet-an-intangible- heritage-of-unesco-humanity/ ) Collaboration with this association has been inspiring and insightful for students attending the University of Macerata, for the community of researchers involved in these activities, and it has also contributed empowering the stakeholders themselves. On the basis of a similar experience that the University of Macerata had last year at EXPO Milan, the University together with local stakeholders and the local DMO Marca Fermana (http://www.marcafermana.it/en) have decided to organise this first International Student Competition in Le Marche, to: - Discovering linkages between gastronomy, events and place branding; - Understanding the potential of food and gastronomy for sustainable development; - Developing skills for destination management challenges; - Understanding the potential of ICT for place branding activities; - Discovering the italian culture, lifestyle and gastronomy;

The Student Competition will last one week, from May 3 (welcome dinner) to May 8. Students will have the opportunity to enjoy an amazing experience: courses and experiential learning activities will be held in different locations (historical theatres and buildings, wineries, agritourism facilities, etc..) surrounding the Province of Fermo and Macerata, in Marche Region.

HOW DOES IT WORK? INTERNATIONAL STUDENTS’ TEAMS

LANGUAGE: ENGLISH

BLENDED LEARNING

Seminars led by academics (theory); - Field trips in wineries and farms in the Fermano territory; - Educational tasting sessions and show cooking; - Meetings and workshops with local public and private stakeholders; - Folkloristic dinners and events in historical towns and villages. Practical activities with ICT and social media - A Web based platform for digital story telling and blogging for every student (marcafermana.it/en); - Hootsuite introduction and platform management for multi channel social management (hootsuite.com); - Social analysis and metrics for #marcafermana, #mediterraneandiet and #iscfermo - Special social track for short videos and photo slideshows.

SPECIFIC OBJECTIVES AND PRIZES - Promoting Fermo area through social media - Writing a brief Action Plan to suggest place branding innovation paths for Fermo area and for the Laboratory on Mediterranean Diet There will be daily prizes (enogastronomic products to share with friends) and a final prize: Jewels produced by local artisans http://www.brosway.com/en/ and 1 weekend for 2 people in a country house.

SPECIAL GUEST LECTURERS Prof. Don Getz Prof. Tommy Andersson

DETAILED PROGRAMME May 3rd 9.00/16.45 - Participant Arrival 18.00 - Arrival at Di Ruscio winery - Campofilone 18.30 - Registration 19.00 - Formation of students’ teams 19.30 - Visit to Di Ruscio winery 20.15-22.00 – Dinner

May 4th Fermo 07.30 - Breakfast 08.15 - Departure to Fermo 08.45 - Institutional greetings 9.30/13.30 - Introduction – International Student Competition on “Place branding and Mediterranean diet” Prof. Alessio Cavicchi – University of Macerata - The Piceno Lab on Mediterranean Diet: background context and development paths Sabrina Tomasi, Paola Farinelli, Sofia Mazzarini, Federica Baldoni, Chiara Aleffi, Teresa Bentini (Postgraduate students) – University of Macerata - Food and Gastronomy as elements of regional innovations strategies Prof. Alessio Cavicchi – University of Macerata - Gastronomy, wellbeing and rural branding: food as immaterial cultural heritage to foster sustainable development Prof. Chiara Rinaldi – University of Macerata and University of Gothenburg - The student competition as a temporary collective learning environment to foster communities of practice Prof. Giovana Bertella – The Arctic University of Norway - ICT, social networks and place branding: theory and tools Prof. Emanuele Frontoni – Marche Polytechnic University 14.00 - Lunch 15.30 - Urban trekking 17.00 - Visit to Maria Pia Castelli winery 18.00 - Departure 18.30 - Arrival at Da Benito Restaurant 19.00 - Beginning of Master Chef activities Group 1- activity in the kitchen Group 2 - short lecture on Mediterranean Diet and meeting with local entrepreneurs 20.15/22.45 - Dinner and short presentations of local entrepreneurs May 5th 07.30 - Breakfast 08.15 - Departure to Montegiorgio 08.45 - Mayor's institutional greetings 9.30/13.30 - Food Tourism Clusters: development and marketing Prof. Don Getz – University of Calgary - Development of tourism destinations: networks of food producers Prof. Bjorn Ove Gronseth – Universiy College of Southeast Norway - Wine reputation and/vs destination around the world Prof. Cristina Santini – University San Raffaele Rome 13.30 - Lunch 15.00 - Urban Trekking 16.30 - Visit to Country Pig Farm 17.30 - Departure 18.00 - Arrival at Da Benito Restaurant 18.30 - Beginning of Master Chef activities Group 1 - Activity in the kitchen Group 2 - Short lecture on Mediterranean Diet and meeting with local entrepreneurs 20.15/22.45 - Dinner and short presentations of local entrepreneurs May 6th 7.30 - Breakfast 08.15 - Departure to Petritoli 08.45 - Mayor's institutional greetings 9.00/13.00 - Food Events for Foodies: The critical importance of planned events in food tourism Prof. Tommy Andersson – University of Gothenburg - Ethics, Leisure and Event Management in Postindustrial society Prof. Barbara Maussier 13.30 - Lunch 15.00 – Urban trekking 16.30 – Visit to Fontegranne Farm 17.30 – Departure 18.00 – Arrival at Benito Restaurant 18.30 – Beginning of Master Chef activities - Group 1 – activity in the kitchen - Group 2 – short lecture on Mediterranean Diet and meeting with local entrepreneurs 20.15/22.45 – Dinner and short presentations of local entrepreneurs May 7th 07.30 - Breakfast 08.15 - Departure to Amandola 08.45 - Mayor's institutional greetings 9.00/13.30 - Student's group works and presentations 13.30 - Lunch 15.00 - Urban Trekking 16.30 - Visit to Bonfigli Farm 17.30 - Departure 18.00 - Arrival at Da Benito Restaurant 18.30 - Beginning of Master Chef activities Group 1 - activity in the kitchen Group 2 - short lecture on Mediterranean Diet and meeting with local entrepreneurs 20.15/22.45 - Dinner and short presentations of local entrepreneurs 22.30 - Final Party!!

DIDACTIC MATERIALS PPT Presentations and related papers will be available during the whole duration of the student competition here: https://goo.gl/YOXMZi They will be important to frame the final assignment in a theoretical perspective, according to the lectures

ACCOMODATIONS Bonfigli's Farm Via Piagge, 2 63837 (Fermo) Phone: +39 3687395617 Email: [email protected]

- La Scentella B&B Contrada Sant'Antonio 63848 Petritoli (Fermo) Phone: +39 0734 655996, +39 3498382510 Email: [email protected]

- Angela Garden Via S. Pietro Pozzuolo, 2 63839 (Fermo) Phone: +39 3313008889

- I sassi di San Giuseppe Farm Holidays Contrada S. Giuseppe, 4 63833 Montegiorgio (Fermo) Phone: +39 3356348302 Email: [email protected]

- Ricci Lidia B&B Via Passari, 36 63833 Montegiorgio (Fermo) Phone: +39 0734 962247

- A Palazzo B&B Largo Evangelista, 1 63023 Fermo (Fermo) Phone: +39 0734 217238 Email: [email protected]

PRACTICAL INFORMATION Don't forget!!!! - Smartphone and laptop/tablet (they will be vital for your work during the week!); - Account Fb, Instagram, Twitter (It's important to have all the accounts to work with them simultaneously); - Comfortable clothes (You'll discover a fantastic rural area!); Be prepared to enjoy warm days (spring / summer temperature) and chilly nights. Rain showers may occur. - In case of need, if your mobile does not work, your families/friends can contact you on the phone number of your accomodation.

In case of emergency -If you are an immediate danger and need to contact the police urgently, please dial the European emergency number 112 or 113. -The number of the ambulance is 118 -The contact person at Laboratorio Piceno is Sara Leoni: +39 328 187 4109