2. Background context (1)
Ancel Keys, an American psychologist and Flaminio Fidanza, an Italian food scientist and university professor from Le Marche, were the first scholars styding the “Mediterranean Diet”. Through the Seven Country Study, they certified the area of Fermo, specifically Montegiorgio, as the reference place about the Mediterranean Diet, added to the UNESCO Intangible Heritage List. The study lasted for about 32 years and attested the “excellence” of Montegiorgio’s food and lifestyle to improve health and longevity. Moderation, frugal meals (fruit from the earth), seasonality, conviviality, celebration, tradition and value of women: all those habits made the difference. Today the town of Montegiorgio boasts the “Piceno Lab of the Mediterranean Diet”, that has the mission to relaunch the Piceno area and Marche’s territory:

3. Background context (2)
In the last few years, the University of Macerata has carried out several programmes and projects to support local development. One of these, has been the Urbact “Gastronomic Cities” project:
During the project, through the involvement of students, international scholars and local stakeholders, a local action plan for the promotion and development of this rural area has been created.
Now, the most committed and motivated group of stakeholders, the Piceno Lab on Mediterranean Diet, is willing to carry on this collaboration, by hosting an international student competition to:
allow a real-time advertising and promotion of the territory (through the use of ICT tools),
let young people discover the enchantment of the region through experiential learning,
test a new way of collaboration among stakeholders, promoting bottom-up private and public partnerships.
To discover the importance of the cultural value of Mediterranean Diet for this region, please refer to this article:

4. Objectives for students
Discovering linkages between gastronomy, events and place branding
Understanding the potential of food and gastronomy for sustainable development
Developing skills for destination management challenges
Understanding the potential of ICT for place branding activities
Discovering Italian culture, lifestyle and gastronomy

5. How does it work? (1) BLENDED LEARNING
Seminars led by academics (theory);
Field trips in wineries and farms in Fermo area
Educational tasting sessions and show cooking
Meetings and workshops with local public and private stakeholders
Folkloristic dinners and events in historical towns and villages

6. How does it work? (2) Length: from May 2 (welcome dinner) to May 7
Language: English
Location: Courses and experiential learning activities will be held in different locations (historical theatres and buildings, wineries, agritourism facilities, etc…) surrounding Fermo and Macerata provinces in Marche Region

7. What is included?
All inclusive tuition package for students is 500 euros
Transfers from and to airport (ANCONA) or train station (Macerata)
Experiential activities (field trips and study visits to wineries and farms)
Courses, held by internationally renowned professors;
Didactic materials and interpreters;
Accommodation in the countryside;
Meals: cooked by chefs joining the Mediterranean Diet lifestyle, selected by the Piceno Lab on Med Diet
Tasting sessions of Marche typical products

8. How does it work? (Social/Web)
Web based platform for digital story telling and blogging for every student (
Hootsuite introduction and platform management for multi channel social management (hootsuite.com)
Social analysis and metrics for #destinazionemarche and #mediterraneandiet
Special social track for short videos and photo slideshows
On line form for final Place Branding project submission
Prizes for: best blogger, best story teller, best social impact&performances
In cooperation with Information Engineering Department Università Politecnica delle Marche

9. Accomodation facilities

10. SPECIAL GUEST LECTURERS
Prof. Don Getz
Prof. Tommy Andersson
Prof. Sanja Vujicic  vujicic-26644b57
Prof. Anja van Hout
Prof. Massimo Giovanardi

11. What is included for accompanying persons/ tutors?
All inclusive tuition package (600 euros):
Transfers from and to airport (Ancona) and train station (Macerata);
Tours and visits to museums;
Experiential learning activities with students
Accommodation in Fermo;
Meals: cooked by chefs joining the Mediterranean Diet lifestyle, selected by the Piceno Lab on Med Diet
Tasting sessions of Marche typical products

12. Edition 2016 International participating schools
UNIVPM Università Politecnica delle Marche - (Ancona- Italy)
UNIMC - Università degli studi di Macerata - (Macerata - Italy)
Università San Raffaele Roma - (Roma- Italy)
EPHEC Haute École Économique et Technique - (Bruxelles- Belgium)
HSN University College of Southeast Norway - (Norway)
Poznan University of Economics and Business - (Poznan- Poland)
UCAM Universidad Católica de Murcia - (Murcia- Spain)
UIT The Arctic University of Norway - (Tromsø- Norway)
Hogeschool PXL - (Hasselt- Belgium)
VŠPJ College of Polytechnics Jihlava - (Jihlava- Czech Republic)
University of Gothenburg - (Sweden)
University of Calgary - (Canada)

13. Edition 2016

14. Contact information
Alessio Cavicchi Associate Professor in Agribusiness, Rural Development and Sustainable Tourism University of Macerata Mail: Skype: alessio.cavicchi Teresa Bentini Organizational secretary Mobile: Skype: terry.bentini Deadline for expression of interest: 6th March 2017