Advanced training course “Territorial Improvement and Social Media Manager”.

  • Description

    The advanced training course Territorial Improvement and the Social Community Manager was aimed at training professionals to plan and implement strategies and actions for tourist destinations, specifically to enhance, develop and promote areas using new social media.

    This project aimed to train professionals to not only understand the new rules and communicative models marked by increasing levels of interactivity, accessibility and simplification, but also master the skills required for blended territorial management and sustainable development, with particular attention to the enhancement of the various cultural resources in the area.

    The 1,000 hour course took place from October 2013 to July 2014 and was organised as follows:

    • STAGE A: 420 hours of face-to-face learning with in-depth analysis of specific subject knowledge
    • STAGE B: 400 hours of practical learning, hands-on tasks and job training
    • STAGE C: 180 hours of project management

    The course syllabus consisted of hands-on activities in the classroom and in the field. In particular, the first task regarded the organisation of guided tours in different cultural venues of historical, artistic and architectural interest within the territory of study.

    From July 8-11, 2014 a visit to the SMART CITY LYON took place, focusing on the themes of transport, culture, tourism and sustainability, while analysing the wide range of projects falling within the governance of the city of Lyon.

    Stage B of this project was particularly innovative as it included job experience and workshops to stimulate the operative activities of learning on the job. These were primarily aimed at fulfilling the need for specialised skills emerging from the web 2.0 tourism sector and from the new prospects of in self-employment and start-up contexts. These projects are compliant with the policies of innovation for smart cities and, in some cases, have developed App proofs.


  • Partnership:
    Consiglio Nazionale delle Ricerche Istituto di Ricerca su Innovazione e Servizi per lo Sviluppo (CNR- IRISS), Laboratorio di Urbanistica e Pianificazione Territoriale (L.U.P.T) dell' Università degli Studi di Napoli "Federico II" , IBM Italia S.p.a (capofila),
  • Reference
    Quadro Strategico Nazionale 2007-2013 per le Regioni della Convergenza Programma Operativo Nazionale Ricerca e Competitività Asse II: “Sostegno all’innovazione” Obiettivo Operativo: “Azioni Integrate per lo Sviluppo Sostenibile e per lo sviluppo della società dell’Informazione”. Avviso "Smart Cities and Communities and Social Innovation".
  • Avvio:
    maggio 2013
  • Conclusione:
    dicembre 2015

IRISS Scientific Coordinator

Involvement of IRISS

IRISS, as co-implementer of the project together with LUPT and IBM, designed and implemented STAGE B of the project Experience on the job which involved an educational planning itinerary, implementation and modelling of services and/or products and/or multimedia applications that could be made available on the OR.C.HE.S.T.R.A. platform for self-employment purposes.

The project was organised into the following areas:

  • Creative engine workshop
  • Feasibility study
  • Executive planning of the app
  • Design of an alpha app
  • Testing

Each of the above steps above corresponds to the stages in the creation of a new company.

Aimed at providing learners with an opportunity to generate ideas in a stimulating, open environment, the Creative Engine Workshop was particularly innovative.The Double Diamond design process, illustrated in the methodology of Service Design (Andy Polaine, Lavrans Løvlie, Ben Reason 2013) was used in project stage development.


Using this methodology, the course continued on to the Discover phase which was aimed at identifying and mapping existing ideas, intuitions and market indications as well as gathering data and personal information. During the brainstorming activities (Develop 1), those ideas were collocated and placed on the so-called “wall of ideas”. This mapping provided the basis for the next stage during which ideas were allocated to specific project categories. All participants chose their preferred team (Define stage).

From the perspective of co-creation, the various ideas were then presented to stakeholders (the partners of the project and Naples’ city council) in an open discussion (Validate stage).

The final stage was carried out through the design of a stakeholder map which made it possible to visualize the different players involved. The exchange of views with participating groups and experts allowed participants to focus on the potential of the ideas to produce value for the parties involved (Develop 2). Finally, using the Business Canvas Model, a value creation stage took place with the aim of monetising and finalising the value of the project that the different groups were going to complete (Deliver).

At the end of the course learners developed Apps which were presented at the closing ceremony held on October 29, 2014 at the Chamber of Commerce in Naples. Investors and start-up sector players were present.

The projects developed by the learner teams were:

  1. Città sotto la città
  2. OPS
  3. SapoNap
  4. ShopUp
  5. “Identità dei Non luoghi”
  6. “Pass@Spass”

At the end of the course there was a training period to support the active search for employment; provide guidance for self-employment, and to encourage the utilization of acquired skills and the creation of new businesses.