Transforming Casablanca: Major Urban Projects at the Service of Territorial Marketing

Transformer Casablanca: Les Grands Projets Urbains au Service du Marketing Territorial Transforming Casablanca: Major Urban Projects at the Service of Territorial Marketing

Ibourk Mouad () and Saïd Sghir
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Ibourk Mouad: Faculté Polydisciplinaire de Khouribga
Saïd Sghir: Faculté Polydisciplinaire de Khouribga - Université Hassan Premier

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Abstract: Since the beginning of the 21st century, Morocco has undertaken an ambitious strategy to transform its major cities and enhance their competitiveness. Territorial marketing lies at the heart of this initiative, aiming to attract investments, improve citizens' quality of life, and promote a strong local identity. Casablanca, as the economic capital of the kingdom, embodies this vision through a series of iconic large-scale urban projects. The methodology used in this study combines several complementary approaches. First, a literature review establishes a robust theoretical framework, analyzing the connections between urban planning and territorial marketing. Next, three case studies are examined in depth: Casa Anfa, evaluated for its integrated strategy blending real estate, green spaces, and finance; the Casablanca tramway, analyzed for its role in modernizing public transport and structuring urban mobility; and the Aïn Diab Corniche, assessed as a lever for enhancing tourist appeal and improving living conditions. These analyses are underpinned by qualitative and quantitative data collected from official reports, field observations, and documentary reviews. The results of this research highlight that these major urban projects address the needs of a growing population while attracting both national and international investors. They contribute to modernizing Casablanca's image, diversifying its functions, and improving its quality of life. As an innovative and sustainable metropolis, Casablanca positions itself as a key player in regional and international urban transformation. These findings demonstrate Casablanca's ability to embed territorial marketing principles into its development strategy, emphasizing the critical role of large urban projects in bolstering the city's competitiveness and sustainability.

Keywords: Major urban project; urban project; territorial marketing; marketing; competitiveness; brand image; territory; Morocco; Casablanca; attractiveness; Grand projet urbain; projet urbain; marketing territorial; compétitivité; attractivité; image de marque; territoire; Maroc (search for similar items in EconPapers)
Date: 2024-12-24
New Economics Papers: this item is included in nep-ara and nep-ppm
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Published in African Scientific Journal, 2024, 03 (27), ⟨10.5281/zenodo.14554485⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04856005

DOI: 10.5281/zenodo.14554485

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