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EUniverCities Network Meeting

Peer Review Meeting and Interactive Seminars Parma, 7 - 10 June 2016

“A Tale of a University City:

how to create an attractive brand?”

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Introduction EUniverCities

EUniverCities is a European network, officially launched in 2012, in which medium-sized

cities and their universities work together (in tandem) to improve cooperation.

The network mainly brings together cities and universities with a highly technological profile.

It embodies the recognition of the importance of technology, innovation and knowledge for

society. Furthermore, the network enhances the visibility of knowledge cities within Europe.

The network’s aim is to exchange and spread knowledge, expertise and experience with regard to city-university cooperation across urban Europe.

Introduction Parma

"...the Territory of a Countrey, called Bengodi, where the Vines were bound about with Sawcidges, a Goose was sold for a penny, and the Goslings freely given in to boote. There was also an high mountaine wholly made of Parmezane, grated Cheese, whereon dwelt people, who did nothing else but make Mocharones and Ravivolies, boyling them with broth of Capons" Boccaccio, Decameron, The eight day, the third novell

Parma is a city with a glorious past – it was once nicknamed the “petite capitale” – where

cultural and economic activities combine with a pleasant way of life. Situated near the Po

river between Milan and Bologna, Parma was founded by the Romans in 183 BC and will

thus be 2,200 years old in 2017. Parma is also the capital of the so-called “Food Valley”: it

specializes in the food sector (Prosciutto di Parma, Parmigiano-Reggiano cheese, etc.) and

food-related industry.

The University of Parma is one of the oldest universities in Europe. It is a State University; it

includes 18 Departments, 38 First-Cycle Degree Courses, 6 Single-Cycle Degree Courses,

38 Second-Cycle Degree Courses, as well as many Postgraduate schools, Postgraduate

Teacher Training courses, several Master Programmes and PhD Research Projects.

The University has 23,000 students, with more than 5,000 graduates per year and about

2,000 academic and administrative staff.

Together with the quality of life, Parma has always attracted a large number of students from

all over Italy. More than two-thirds of our students come from outside Parma and its

Province: for this reason, the University is top ranked for attracting non-resident students

nationwide.

After decades of growth, the city suffered from the global financial crisis and from various

local problems; as a result, the city lost some of its appeal and the number of enrolments to

the University decreased. More recently, the changing context has lead to a political, social,

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economic and cultural development of Parma. In order to overcome the impact of the global

and local crisis, both the Municipality and the University have changed their approach to the

needs of the local community and have increased their cooperation.

The University has “opened up” to the City and has placed students at the centre of every

activity.

The Municipality has put great efforts into the renovation and promotion of the town and into

the cooperation with the University.

The first results were good: in December 2015 Parma was included in the UNESCO Creative

Cities network as City for Gastronomy, the only Italian city which was awarded this label.

In 2015 the number of University students increased by 22.4 % compared to 2014.

Following these positive results, the Municipality and the University are now working hard to

make Parma a competitive city with an attractive university. The City and the University are

also fostering their collaboration: at the moment, there are various projects underway, but a

formal and coordinated joint promotion has not been defined yet.

Theme of the conference The City and the University’s overarching objectives are:

To support the growth of the city and accelerate the economic recovery.

To improve the image of Parma (both nationally and internationally) as a sustainable

and inclusive city where tradition and cultural / scientific innovation co-exist

harmoniously: Parma should be seen as a nice place to visit, as well as to live and

study in.

More effort is now needed to convert this vision into strategies and actions leading to

concrete results in terms of visibility, attractiveness and competitiveness.

The Municipality and the University have identified branding as a key strategy to reach the

goals at stake and have been working towards this aim. The Municipality is focusing its

attention on Food, still considered as the most recognizable brand of Parma in the world. At

the same time, the University is focusing its attention on the student, who must always be at

the very heart of everyday University activities and care.

The challenge is how to communicate the experience of living, studying and visiting Parma

through its colours, flavours, tastes. Building a brand is not just about a logo. It is about

gaining visibility in a changing context; it is about the way a city thinks and imagines itself; it

is about urban identity or, better, identities; it is about an effective and coordinated way of

communicating these identities; and, last but not least, city branding is storytelling.

Imagine walking through a forest and looking at its many trees: at first sight, they are just

trees, but if you get closer you will realize that each of them has its own unique features.

Two identical trees do not exist.

“If the cities are trees, then how do you see Parma in that forest?”

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Objective of the conference During the conference we will tell a story about Parma; we will showcase the key projects

born from the collaboration between the Municipality and the University. We will discuss

about the coherence and the effectiveness of our current projects on branding; besides, we

will assess whether and how the strategies of cities and universities can strengthen each

other and converge to a global strategy.

We would like to discuss the following questions:

Is a common branding strategy a goal that the City and the University of Parma

should pursue?

Are the branding strategies of the City and the University of Parma on the right path

to distinguish themselves in a competitive environment?

Can the urban regeneration projects in Parma really contribute to the competitiveness

and attractiveness of the city?

Are these projects consistent with the branding strategies of Parma?

The aims of the meeting are:

- to exchange knowledge and share experiences on city and university branding;

- to learn from each other how to handle collaboration on branding for the mutual

benefit for both cities and universities;

- to recognize the effectiveness of city branding as a development strategy for a

university city.

We are especially interested in learning and sharing experiences on branding strategies with

other cities and universities so that we can discuss the impacts and results achieved.

People specifically targeted by the conference This meeting is mainly addressed to: campus and municipal department managers interested

in branding, marketing or working in collaboration with cities and universities; promoters of

action and interactive research; people coping with social issues.

We will be pleased to welcome academic experts in the field of branding (corporate or urban)

from our member universities. We will also ask all universities to invite representatives from

student organizations to take part in the conference.

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Peer Review sessions and experiences from the network

On the first day, the main representatives from the City and the University of Parma will give

examples and information about branding.

During the second part of the first day, all other Network partners will be invited to present

and share their experiences and view on branding.

On the second day, during site visits, selected lecturers will hold presentations about the

ongoing urban regeneration projects in Parma.

In the afternoon, the participants will work together in Peer Review sessions.

Coordinators meeting – Friday 10th June The Coordinators meeting is open to the coordinators of the EUniverCities network: we will

discuss the network’s future Strategy, the budget, a follow-up activity discussing on the

results of all the previous meetings and on the programme of upcoming meeting(s).

An agenda will be presented by the secretariat before the meeting.

Registration

Please register on-line via this link before 20 May 2016.

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Programme

TUESDAY 7th JUNE Arrival of the delegates

17.00-19.00 Guided walk in town Starting point Piazza Garibaldi – Giuseppe Garibaldi monument

19.15 Pick up at the hotels

PREFACE

19.30 -21.00 Welcome reception and visit «behind the scenes»

Teatro Regio – Via Garibaldi 16/A

WEDNESDAY 8th JUNE - S. Elisabetta convention center - Campus – Viale G.P. Usberti 95 Presentations and Site Visit On the first day, the City and the University of Parma, by their representatives, will present the main issue. The participants can take part in the presentations and in the visits aimed at showing the main challenges that Parma wants to put centre stage. The interactive sessions will focus on the following issues: experiences on branding

strategies from other cities and universities and discussions on their achievements.

08.00 Pick up at the hotels

08.10

Bus transfer to Campus S. Elisabetta convention center

08.10 - 08.30 Registration and coffee

INTRODUCTION

08.30 - 09.00

Welcome

Loris Borghi, Rector of the University of Parma

Nicoletta Paci, Vice Mayor of Parma

Introduction to the theme

Marco Giorgi City Marco Ferretti City and University

Aim of the EUC conference P. van Geel, EUC

CHAPTER 1

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09.00 - 09.45

Place branding A serious business or a marketing trick? Problems, criticality, impacts and opportunities in branding places

Andrea Lucarelli, Stockholm Business School, SE

09.45 - 10.00 Q&A

10.00 - 10.30 Coffee break

CHAPTER 2

10.30 - 11.10

The Communication and Marketing strategy of UNIPR How changing the point of view can bring results even in a short time “the student is always at the center of our actions” ( Video)

B. Luceri, University B. Marchione, University

Presentation of Parma A short video on the City

P. Marani, City

City and University’s role for Parma “UNESCO’s Creative City for Gastronomy” How cooperation, team working and open mind can bring great results

A. Fabbri, University C. Beghi, University

The branding strategy of the City To promote Parma Food identity through a structured methodology

G. Righi, City

11.15-11.30 Q&A

11.30-11.45 Coffee break

11.45-12.30

The relation between the University and the territory: The “Verdi Festival”case Measuring the outcomes of a great event on the territory

G. Tagliavini , University

The new strategic plan of Teatro Regio Promoting the great opera heritage of Parma, after some years of decay, by approaching new targets

A.M. Meo, City

University public engagement: -Researchers’ night -Seminars UNIforCITY -UNIPR for Expo -Parma for Bernardo Bertolucci

F. Sansone, University B. Bottari, University E. Neviani, University M. Guerra,

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University

12.30 -12.45 Q&A

12.45 - 14.15 Lunch

CHAPTER 3

14.15- 15.15

Sharing Experiences: presentations and exchange about place branding from other partners

Room A Room B Room C

Varna

A winning bid for Varna’s

European Youth Capital 2017

G. Kaprelyan City of Varna

Magdeburg

Rebranding Magdeburg: the road from industry to science

city

K. Puchta City of Magdeburg

Delft

Branding of Delft in a Metropolitan Region

M.Visser

City of Delft

15.15 - 15.30 Coffee break

15.30- 16.30

Sharing Experiences: presentations and exchange about place branding from other partners

Room A Room C

Ghent

Ghent: so much city & so many students

E. Uytterhoeven City of Ghent

Trondheim

Whose city? Tech City Trondheim in transition: using student projects

to unite stakeholders in city branding efforts.

K. Lesniak, NTNU &

Anne Reinton, City of Trondheim

16.30 - 17.00

Reports and conclusions Feedback on day 1 Planning day 2

Moderator: W. van Winden, EUC

17.00 - 17.15 Bus transfer to hotels

17.15 – 19.00 Break

19.00 Pick up at the hotels Bus transfer to the Abbey of

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Valserena ( about 3km from Parma)

CHAPTER 4

19.15 - 20.00

Visit of CSAC - Study Centre and Communication Archive Museum and Archive of Art and Communication

F. Zanella, University

Abbey of Valserena

20.00 - 23.00 Dinner at the Abbey of Valserena

Map of S. Elisabetta convention center - Campus

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THURSDAY 9th JUNE – Convent of San Paolo and various locations

Presentations and Site Visit On the second day, the participants will visit different locations and focus the attention on

specific urban regeneration projects that could contribute to the competitiveness and

attractiveness of Parma.

Peer Review

During the peer review sessions we would like you to discuss the following questions:

Is a common branding strategy a goal that the City and the University of Parma

should pursue?

Are the branding strategies of the City and the University of Parma on the right path

to distinguish themselves in a competitive environment?

Can the urban regeneration projects in Parma really contribute to the competitiveness

and attractiveness of the city?

Are these projects consistent with the branding strategies of Parma?

8.30 Pick up at the hotels

08.45 - 09.00 Registration

Convent of San Paolo – Stuard Gallery - Borgo Parmigianino, 2

CHAPTER 5

09.00 - 09.25 Introduction to the Theme : Urban regeneration as a brand strategy - Mastertown How a partecipative project can enhance the city branding and identity

M. Alinovi, City A. Feliziani, University

Convent of San Paolo - Stuard Gallery - Borgo Parmigianino, 2

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09.25 – 09.35 ERDF project: Correggio’s Cloisters - living lab Regenerating a great historic unused space in new opportunities for the territory

G. Agostini, City

Convent of San Paolo - Stuard Gallery - Borgo Parmigianino, 2

09.35 – 09.45 Q&A

09.45 - 10.15 Visit of Convent of San Paolo

Convent of San Paolo

10.15 – 10.45 Visit of Farnese Theatre Pilotta Palace

10.45 - 11.30 Walking transfer through Parco Ducale with Coffee break

Parco Ducale

11.30 - 11.45 Church of San Francesco di Paola called “dei Paolotti” A humanistic student library in an old Church

F. Bevilacqua, University

Church of San Francesco di Paola

11.50 - 12.10 ERDF project: Ospedale Vecchio (Old Hospital) and CSAC Regenerating the most important space of «Oltretorrente»,a historic memory of the town, in connection with the art of CSAC

G. Righi, City D. Naddeo, City E. Nicosia, University

Ospedale Vecchio (Old Hospital)

12.10 -12.20 Q&A

12.20 - 13.45 Lunch

13.45 – 14.00 Walking transfer to University – Central Building - Via Università, 12

14.00 -14.45

Marketplace

Project collaboration: exchange of ideas for projects that could be eventually developed inside the Network and submitted to EU programmes P. Marani, City E. Nicosia, University

Internationalisation in university cities K. Puchta City of Magdeburg

CHAPTER 6

14.45 - 16.45 Peer Review session

Moderators E. Nicosia, University I. Dinapoli, City C. Ferrarini, University W. van Winden, EUC

Rooms D, I, II and C

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16.45 - 17.15

Reports and conclusions of the day

Moderator: W. van Winden, EUC

Room D

17.15 - 18.30 Break

18.30 Pick up at the hotels

Bus transfer to Torrechiara ( about 20 km from Parma)

CHAPTER 7

19.00 – 20.00 Visit to the Castle of Torrechiara Castle of Torrechiara

20.00 - 23.00 Dinner at a Winery near the Castle of Torrechiara

FRIDAY 10th JUNE – Town Hall - Strada Repubblica, 1

On the last day, the coordinators of the EUniverCities Network will gather to discuss issues related to the network.

09.00 – 09.15 Pick up at the hotels

CONCLUSIONS

09.30 – 12.00 EUniverCities Network plenary meeting

Town Hall

Coffee break

EUniverCities Network plenary meeting

12.00 Lunch

… THE END

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Practical Information

HOTELS

There are three recommended hotels with negotiated discounted prices for the EUniverCities meeting. The participants should make their reservations directly to the hotels. Both hotels

are located in the city centre.

Mercure Parma Stendhal **** Email: H9093@accor.com Tel: +39 0521 208057 Address: Via Bodoni nr. 3 – 43121 Parma http://www.hotelstendhal.it/en/index.html Rate per night – 97 euros, breakfast buffet included. Booking code: EUniverCities City tax excluded: 3 euros per night/person Ibis Styles Parma Toscanini *** Email: H9153@accor.com Tel: +39 0521 289141 Address: Viale A. Toscanini nr. 4 – 43121 Parma http://www.hoteltoscanini.it/en/index.html Rate per night: 70 euros, breakfast buffet included, single room with queen bed 140 cm 75 euros, breakfast buffet included, double room Booking code: EUniverCities City tax excluded: 1,50 euros per night/person Availability for the two hotels and discounted prices are guaranteed until 13 May 2016. Hotel Palace Maria Luigia **** Email: groupsml@sinahotels.com Tel: +39 0521 281032 - Fax: + 39 0521 231126 Address: Viale Mentana, 140 - 43121 - Parma http://www.sinahotels.com/eng/hotel_maria_luigia/index.html Rate per night: 100 euros, breakfast included, Double room for single use 120 euros, breakfast included, Double room Booking code: EUniverCities City tax excluded:3 euros per night/person Availability for the hotel and discounted prices are guaranteed until 30 May 2016.

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HOW TO GET TO PARMA

The two nearest airports are BOLOGNA and MILAN LINATE.

BOLOGNA

Bologna is 90 km from Parma. The airport, Bologna Marconi, is 6 km from Bologna city

centre.

From the airport to the railway station:

- Taxi (20 euro approx.) - Aerobus BLQ, shuttle service; it runs every 11 minutes, from 5:30 am to 12:15 am.

Tickets can be bought on the bus or at the vending machine at the bus stop just outside Departures, or online (http://aerobus.bo.it/en). Price is 6 euro.

From Bologna to Parma:

Train from Bologna Central Station to Parma: 1 hour by ‘regional’ train or 45-50 minutes

by fast train. There are 2 or 3 trains each hour from Bologna to Parma

Tickets can be bought at the station (vending machines, also in English) or at the ticket

counters (sometimes long queues) or online (http://www.trenitalia.com/tcom-en website of

the Italian railway company).

Prices: ‘regional’ trains: 7,20 euros (one way,second class); fast trains: various prices

MILAN

Milan is 90 km from Parma. There are two airports in Milan: MALPENSA and LINATE

Milan Malpensa airport is located west of Milan, 45 km from the city of Milan.

The airport is connected to Milano Central Railway Station by train; the journey takes 45

minutes. Further information: http://www.milanomalpensa-airport.com/en/directions-and-

parking#

Milan Linate airport is 7 km from the city of Milan.

From Linate to Milano Central Railway Station:

- no train - by taxi, 20-25 euro approx. - by coach directly to the Central Station; departures every 30 minutes. On-board ticket or

directly in the Arrivals hall. It takes approx. 20 minutes to reach the station

From Milan to Parma:

- Direct trains: . regular trains: approx. 1h 30min. Ticket :10,90 euros (one way second class)

. fast trains: approx. 1h 10min., various prices

You can buy them online http://www.trenitalia.com/tcom-en, at the vending machines at the

Station or at the ticket office.

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PARMA AIRPORT

Ryanair operates three flights weekly from London Stansted to Parma.

To get to the city centre, you can take a taxi (RADIOTAXI 0521 252562 – approx. between

10 and 15 euro) or bus n. 6 (departures every 30 minutes to city centre - tickets can be

bought on the bus at the price of 2 euro - www.tep.pr.it ).

MAP OF PARMA

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CONTACT INFORMATION

Coordinators Parma meeting

Ms Patrizia Marani, Coordinator, City of Parma , +39 0521 218894,

+39 366 8249762 (mobile), p.marani@comune.parma.it

Ms Teresa Folli, City of Parma , +39 0521 218417,

+39 338 6814862 (mobile), t.folli@comune.parma.it

Ms Alessandra Uni, Coordinator, University of Parma, +39 0521 034 200,

+39 366 9071168 (mobile), alessandra.uni@unipr.it

Secretariat EUniverCities Network

Ms Margie Burger, Advisor International Affairs, City of Delft, +31(0)15 219 7482 /

+31 (0)6 5273 9396, mburger@delft.nl

Mr Patrick van Geel, Sr. Advisor European Affairs, City of Delft, +31(0)15 260 2513,

+31 (0)6 2246 6817, pvgeel@delft.nl

EUniverCities Network secretariat: network_eunivercities@delft.nl

EUniverCities Network website: http://eunivercitiesnetwork.com/

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Speakers

Gianluca Agostini Chief Executive Officer of It.city spa - City of Parma

Executive with 15+ years’experience in General

Management and Turnarounds for Product (food,

biotech) and Service (Information Technology) driven

industries. Executive MBA from the Kellogg School of

Management (USA). Former senior manager with

Accenture

Michele Alinovi Deputy Mayor for Town Planning / Public Works /

Energy / Private Buildings - City of Parma

He graduated in architecture in 1997 at the Politecnico

di Milano with a thesis entitled: "Parma: draft urban

places in the northern edge."

Since 2003, he has been professor of typological and

morphological characters of architecture and

Landscape Design at the Faculty of Architecture of the

Milan Polytechnic.

Since 2001, he has carried out its professional activity

in Parma, especially dealing with the implementation

of urban planning, public and private building projects,

interior and open space design.

Fabrizia Bevilacqua Head of the Economics and Humanities Libraries at

the University of Parma

She holds a Bachelor in History from the University of

Bologna and a MA degree in Information Studies from

the University of Northumbria at Newcastle and the

University of Parma

Loris Borghi Rector of University of Parma

Elected in 2013, Loris Borghi is the Rector of the

University of Parma. He is full professor of Internal

Medicine.

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Benedetta Bottari Assistant Professor at the Department of Food

Science of the University of Parma. PhD of Food

science and technology

She is lecturer of “Food Microbiology” for the

Academic Degree in Food Gastronomy and Mechanical

Engineering for Food Industry, University of Parma.

Benedetta Bottari has been involved in several projects

of science communication and public engagement

(European Research Nights, UNIPR for EXPO as

examples) and she has recently been nominated

University delegate for the UniforCity Project.

Ivano Dinapoli Control and monitoring of the subsidiaries of the

Municipality – City of Parma

Holding a degree in Economics and Finance and

second-level university master course in Energy and

environment management, he works at the financial

division of the Municipality of Parma in the control and

monitoring of the subsidiaries of the Municipality.

Andrea Fabbri Full Professor of Arboriculture and Pomology at the

University of Parma.

His research activity has focused on several topics of

fruit trees physiology: propagation, anatomy and

physiology, germplasm studies, on olive, grapevine,

chestnut and many other fruit species. Some of these

topics have been developed during two fellowships in

Davis (USA). He has been Director for 5 years of Parma

Botanical Garden.

He is presently President of a Bachelor in Gastronomy,

and of a Master on the same subject.

Alessandra Feliziani Architect and collaborator for the interdisciplinary

project Mastertown at the University of Parma.

Graduated in Architecture at the University of Parma

(2014), with a degree thesis on “Rebuilding a memory.

Restoration and reconstruction project of the Church

of San Bartolomeo in Villafranca di Medolla”.

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Costanza Ferrarini Research Fellow and Project Manager of the Master Course COMET (Culture Organization and Marketing of Territorial Enogastronomy) at Food Science Department of Parma University. As researcher she works for the development and realization of PARMA UNESCO Creative City of Gastronomy six programs. She has a second cycle degree in Philosophical Sciences at ALMA MATER STUDIORUM of Bologna, the Master Course Degree in Culture Organization and Marketing of Territorial Enogastronomy at Food Science Department of Parma University. Furthermore she attended an Official Course in European Funding and Project Design at Venice International University

Marco Ferretti Deputy Mayor for Budget and Subsidiary companies

- City of Parma

Associate Professor at the Department of Economics – University of Parma PhD in Economics of Business and Public Administration. During his academic career he has deepened specific research topics with reference to public health and to local authorities.

Patrick van Geel Coordinator of the EUniverCities Network Holding a degree in International Relations (Utrecht University), Patrick works as senior advisor European Affairs for the Municipality of Delft. He is also the Coordinator of the EUniverCities Network and Lead partner of EUniverCities URBACT project.

Marco Giorgi City Manager – City of Parma

City manager of Parma since August 2015.

Former Director of Public and Private Companies,

auditor of accounts of public authorities, institutes and

Bank Foundations, consultant to public and private

companies, contract professor for the University of

Parma - Chartered Accountant Course

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Michele Guerra Associate Professor of Film Theory at the University

of Parma.

Author and editor of eight books, he has been the

recipient of a fellowship from the Center for Advanced

Study in Behavioral Sciences at Stanford University

(2011), and he is currently Principal Investigator of a

“SIR Project” funded by the Ministero dell’Istruzione,

dell’Università e della Ricerca. He is the editor of the

cinema collection Pandora (Diabasis), Associate Editor

of the film journal “Fata Morgana”, and member of the

Editorial Board of “Cinergie”.

Andrea Lucarelli Assistant Professor and Researcher in Marketing at

the Stockholm Business School of the Stockholm

University

Andrea Lucarelli's main research interest mainly

concerns place and city branding: more specifically, he

focuses on the spatial and political dimension of place

brands as well as on the different actors and elements

involved in the city space. In addition, Andrea´s

research activities also analyses the branding and

consumption of public and political entities like

political parties and public sector organizations.

Since January 2010, he has been a member of the

Stockholm Program of Place Branding (STOPP).

Andrea Lucarelli has a Bachelor Degree in Political

Science from Bologna University, a Master Degree in

International and European Relations from Linköping

University and a Master Degree in Business and

Economics from Stockholm Business School.

Beatrice Luceri Full professor of International Marketing and

Consumer Behaviour Analysis at the Department of

Economics of the University of Parma.

She is also the Rector’s Delegate for Internal Communication, Marketing, Ranking and the coordinator of the Master in Marketing Management at the University of Parma. Since 2006, she has been member of the Advisory Technical Committee of the Publishing and of the Committee for favourite credit to the Publishing at the Information and Publishing Department, Presidency of the Council of Ministries. She holds a degree in Economics at the University of Parma and a PhD in Corporate Economics at the Università Commerciale Luigi Bocconi.

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Patrizia Marani In charge of EU Funding Unit for the City of Parma

Project manager for a substantial number of European

projects in the last 13 years. She is Point of contact for

EUniverCities in the City of Parma. In her previous

career she worked in the private sector in CSR projects

and in sales.

Brunella Marchione Head of the Communication Area and of the Press

Office of the University of Parma.

After graduating in Foreign Languages and Literatures

at the University of Bologna, she attended training

courses on Management of Public Administration,

public and university communication. She is also a

journalist, a teacher and organizer of training courses

on university communication, and author of several

essays and articles. She is a member of the AICUN

board (Italian Association of University

Communicators) and deputy representative for Italy in

the EUPRIO steering committee (European Universities

Public Relations and Information Officers).

Anna Maria Meo General Director of the Teatro Regio di Parma

Anna Maria Meo is a musicologist and a promoter of

theatrical and musical projects.

Former career: Production Manager of the project

Mozart-Da Ponte, for the Ente Teatro Romano di

Fiesole; Organization Manager of William Walton

Foundation at Villa La Mortella in Forio d'Ischia; Artistic

Secretary at the Wexford Opera Festival, the main Irish

operatic event, dedicated to rare operatic repertoire;

Organization and Administrative Manager of Centro

Tempo Reale based in Florence; Director of research in

the sound processing environment, the Media

Innovation Unit; Head of Cultural Projects Firenze 2010

- later Firenze Futura - Association for the Strategic

Plan of the Metropolitan Area of Florence; Production

Manager for L’incoronazione di Poppea by Claudio

Monteverdi at the Teatro Municipal de Salamanca in

2005; Organization and Administrative Manager of the

Teatro del Carretto for almost twenty years

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Dario Naddeo Director of the Department of Artistic Heritage and

Cultural Activities for the City of Parma

Architect and PhD in Planning, he previously directed

the Department of Urban Quality for the City of Parma.

After his doctorate at the IUAV University of Venice, he

completed his postdoctoral studies at the Polytechnic

of Milan, where he carried out his studies and

researches with a focus on city design and sustainable

urban planning. He is author/editor of 5 books and

several articles and essays.

Erasmo Neviani Full Professor of Food Microbiology and Industrial

Microbiology at the Food Science and Technology

Department of the University of Parma.

He graduated in Food Science and Technology and

obtained a Post-doctoral specialization in

Biotechnology Applications, both at the University of

Milan. His research activity mainly concerns

microbiology and technology of food and dairy

products (especially cheese), food safety and

processing, and lactic acid bacteria. He is coordinator

of several scientific projects and author/editor of more

than 200 publications. He has been the head of the

Microbiology and Enzymology Department of the Dairy

Research Institute of the Ministry of Agriculture

(MiPAF) and President of SIMTREA (Italian Society of

Agricultural, Food and Environment Microbiology).

Elisa Nicosia EU project manager at the University of Parma

Degree in European Studies and International

Relations (University of Bologna) she works as EU

project manager for the University of Parma

(Management Area - Research, Internationalization,

Libraries and Museums)

Nicoletta Lia Rosa Paci Vice Mayor of Parma

She graduated in foreign languages and literature at

the IULM University in Milan in 1982. She is currently a

freelance and deals with translations in English and

German. Since 2004 is a partner of a firm of imports

and exports of food products. She approached the

"political" through civic engagement connected to

urban issues.

23

Gabriele Righi Director of the Territory Promotion Department and

UNESCO Project for the City of Parma

Senior executive of the Municipality of Parma. Focal

Point of UNESCO Creative City of Gastronomy.

Graduated in Economics at the University of Modena

(Italy). American Field Service 1972-73 Foreign

Exchange Student in Valley Stream – New York.

Vice President of ICF - International Cremation

Federation

Francesco Sansone Associate Professor in Organic and Bioorganic

Chemistry - PhD title in Chemistry

He is responsible for the orientation activities with the schools and acts as the local reference person for national Piano Lauree Scientifiche – Chemistry Area, at the Department of Chemistry, University of Parma. He has been a Member of the University Senate (2012-2014), co-coordinator of the “Researchers’ Night” event in Parma (2014 – 2015) and member of the organizing Committee of the same event for 2016 and 2017.

Giulio Tagliavini Full Professor of Banking and Finance at the

Department of Economics of the University of Parma.

He focuses his research in Financial Management,

Financial Markets and Institutions and Financial

Intermediation. He especially deals with finance of

small and medium firms, credit evaluation, finance for

development, investment and debt policies and non-

banking intermediation area (especially as regards

leasing and consumer credit products).

Willem van Winden Lead Expert EUniverCities

Willem van Winden is a professor (PhD) in the

Amsterdam University of Applied Sciences. He is an

expert in the field of urban and regional development

and strategies. Willem is lead expert of the

EUniverCities project. Author of many books and

articles on urban and regional development, strategies

and policies, he is also the founder of a consulting

farm, Urban IQ.

24

Francesca Zanella Professor and researcher of History and Theory of

Exhibitions and Stands, History of Architecture and

Design and History of Contemporary Architecture at

the Department of Arts and Literature, History and

Social Studies of the University of Parma.

She is the President of CSAC (Study Centre and

Communication Archive), Pro-rector for General and

Legal Affairs and for the coordination of the

International Affairs of the University. Her research

mainly focuses on the Italian debate on design,

architecture, urban design and history of exhibitions.

She graduated in Literature and Philosophy at the

University of Ca' Foscari - Venice.

25

Coordinators Parma meeting

Marco Giorgi

City Manager

City of Parma

Francesca Zanella

Professor and researcher of History and Theory of Exhibitions and Stands, History of Architecture and Design and History of Contemporary Architecture

University of Parma

Gabriele Righi

Director of the Territory Promotion Department and UNESCO Project

City of Parma

Brunella Marchione

Head of the Communication Area and of the Press Office

University of Parma

Patrizia Marani

In charge of EU Funding

Unit

City of Parma

Beatrice Luceri

Full professor of International Marketing and Consumer Behaviour Analysis

University of Parma

Gabriele Agnetti

Strategic Planning Unit

City of Parma

Alessandra Uni

Secretary-General / Technical Staff of the Rector

University of Parma

26

Teresa Folli

EU Funding Unit

City of Parma

Alessandro Bernazzoli

Head of the Internationalization Unit

University of Parma

Gianni Cassano

Territory Promotion Department and UNESCO Project City of Parma

Elisa Nicosia

EU project manager

University of Parma

Eleonora Ferraresi

Collaborator of the Communication Unit

University of Parma

27

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