HERITAGE MARKETING FOR COMPETITIVENESS OF EUROPE IN THE GLOBAL MARKET – MARHER

Heritage marketing for competitiveness of Europe in the global market 

KA202 – Strategic Partnerships for vocational education and training

Unlike other global players, Europe is a continent rich in history. A history that also concerns many European companies, sometimes heirs to a centuries-old tradition. This history, which has a great cultural value, does not yet represent a significant competitive advantage for European companies. Heritage marketing can fill this gap. Heritage Marketing indicates the ability to create added value, for products and brands, starting from their peculiar and discriminating characteristics such as history and tradition.

The MARHER project aims to create many new marketing professionals: the Heritage Marketer, a humanist with marketing and communication skills who, by enhancing the history and tradition of a company and its products, is able to trigger a process of generating added value capable of increasing the competitiveness of the company and its reputational capital and values.

Objectives

Improve the competitiveness of European companies by enhancing what characterizes and differentiates Europe from other continents and markets: its secular history.
Improve the brand reputation of companies by allowing them, on the one hand, to better communicate their stories and ethical practices.
Improve the employability of young graduates in humanities who, in the periodic employment rankings of recent graduates, are systematically in the last positions.

The partnership

  • DANITACOM (Camera di Commercio Danese italiana) (Denmark)
  • The Hive (Italy)
  • COOPERATION BANCAIRE POUR L’EUROPE (Belgium)
  • I-STRATEGIES (Italy)
  • VYTAUTO DIDZIOJO UNIVERSITETAS (Lithuania)

 

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