Corsi di Studio del Dipartimento di Culture, Politica e Società

The Laboratory “Expo and Forward” deals with the theme of the Great Events, especially considering Olympic Games and Universal/International Expositions.

The main object of the Laboratory is the analysis of different outputs of Mega Events, that can lay on  urban regeneration (Barcelona 1992, Athens 2004), international political legitimization (Corea 1988,  Beijing 2008), traditional place marketing oriented to obtain investments, new plants and services (Atlanta 1996, Hannover 2000,  Milan 2015), visibility and international repositioning (Lillehammer and  Norway 1994, Sydney and Australia 2000), changing-improving the Place’s image (Capetown in the ’90s, Baltimora in the ’80s, Genoa 1992-2004, Valencia 2005, Turin 2006 and 2011): this process deals with the “external” and “internal” publics (Kotler). In these cases,  the communication plays a  strategic role.

After some introductory lessons, the Laboratory will be open to a seminar style cooperation; this is why  the students are expected to  to prepare and present  papers and/or Power Points about  case studies, with attention to cities hosting mega events and mega vents with their effects on the citiy.

The teacher will provide and suggest documents, research, web sites.

Students are expected to produce papers and/or Power Points about  case studies, with attention to cities hosting mega events, or bidding to obtain them, or losing such  opportunity , or improving their urban quality without events; the final evaluation will be "approved" or "not approved".

The introductory  lessons will deal with social indicators and quality of life, place and event  marketing,  typologies of mega events,  with attention to Olympics and Expos; a strategic topic is the legacy, that can be material (plants, facilities, buildings new or restored, ...) and immaterial (prowdnes, local identity, new skills, changing image of a place, national or international repositioning,...).

High attention will be devoted to tourism, comparing Expos and Olympics, and to the long term Legacy.  This topos deepens the legacy of the events,  that can be planned or random,  brief and long term, and especially material and immaterial. Recent proposals (Roche 2000) underline the increasing role of the symbolic legacy, that can include  cultural heritage, local legitimization and  prowdness, know how and skills in managing the events and in the bidding process.

After the event, the new destination of structures and services is a very important issue;  a comparison between the  Expo area and the Olympic Park (where existing) will conclude the seminar.  An interesting issue is the growing numer of city users,  who  consume the city and its new offer, considering also  the events (at a different scale and life cycle).

The reference text is Chito Guala,   Mega Eventi. Immagini e legacy dalle olimpiadi alle Expo ,  Carocci, Roma, 2015.

Other usefull texts are  Sonia Ferrari,  Event Marketing, CEDAM, Padova, ed. 2002 or 2012, and   Maurice Roche, Mega Events and Modernity, Routledge, London, 2000;   see also  N. e P. Kotler, "Marketing dei musei", Comunità, Milano, 1999

Other suggestions will be proposed by the teacher, and other bibiographies  may be found in the "historical" informations of the past years, looking at the programs of  "City Marketing" and  "Lab.  Expo e Oltre"

The students must attend the lessons, and have to prepare a speech (Power Point, paper or presentation); the maximum  number of students is 30.  The Laboratory (9 lessons, 2 hours each) will begin in the second part othe second semester, mid April and  May 2017.