Proficiency in communication and marketing is a critical competency for establishing and maintaining economically sustainable enterprises within mountain contexts. These skills enable all businesses and institutions to transcend the local boundaries, reach diverse markets, and secure the financial viability necessary to support livelihoods in the challenging geographical environments of the mountains.
Franco Folini
In this video interview (in English), produced by UNIMONT, Università degli Studi di Milano, I explore the strategic importance of integrating marketing and communication into the curriculum at the University of the Mountain in Edolo. Teaching these disciplines is not merely an academic exercise; it is a fundamental pillar for cultivating a generation of entrepreneurs capable of driving long-term regional development.
Proficiency in communication and marketing is a critical competency for establishing and maintaining economically sustainable enterprises within mountain contexts. These skills enable all businesses and institutions to transcend the local boundaries, reach diverse markets, and secure the financial viability necessary to support livelihoods in the challenging geographical environments of the mountains.
While the intrinsic beauty and cultural heritage of mountain regions are indisputable, professional sentiment alone cannot sustain a community. Without equipping current and future business leaders with the tools to effectively promote their ventures and generate robust revenue streams, we risk the gradual depopulation and abandonment of these territories.
Ultimately, the survival of mountain economies depends on a pragmatic balance where tradition and ideals are supported by modern economic strategies. Ensuring that entrepreneurs have the means to prosper financially is the only way to safeguard the future of our mountain regions and their unique way of life.
Video transcript
Part 1: The Master
What makes this master degree unique in my opinion is number one is a relatively small entity, so this is great fantastic opportunity to connect teachers with the students and also to build a strong relationship across students. Number two, the location of the master is in Edolo, a beautiful location, with plenty of opportunity to enjoy the mountains, the nature, and to practice outdoor activities, something I believe it’s very important. And finally, the topic of the master is super important because it’s strongly connected with the local mountain territory. If you plan to work and live in the mountains, this is really absolutely an opportunity you can’t miss.
Part 2: My classes
In my classes, you will learn how to communicate, how to promote your personal activity, your business, the institution you work for, and I try to combine the kind of explanation of the basic concepts with practical activity where you can really face day-to-day problems and you learn how to communicate. Why this is critical? Because if you want to promote an activity, a business, the ability to share the values you provide is super important. Without a proper communication, your business cannot grow, cannot thrive.”
Part 3: Why communication and marketing are strategic assets
Communication and marketing are a strategic resource for people living in the mountains, and are essential now that we have digital communication. I explain why, because here in the mountains we have a lot of natural resources, cultural resources, and we have businesses producing incredible products. In order to keep people living in the mountains, we need to be able for them to generate an income, to be profitable. In order to achieve that, knowing how to create proper and effective communications is an essential skill. So, if you own a small business, or run an institution, you want to communicate what you do, sell your products, share your values. Then you need to be able to establish a proper communication with your audience, the people who are not here, in order to be successful and make a living out of your work and to put yourself in a situation where you can still living and working in the mountains and preserve all those resources.
