Delivered at:: Department of Management

Course type:: Compulsory course

When:: 2 year, 1 module

Instructor

Shekova, E.

Full Syllabus Ask Question

Abstract

This course covers the theoretical aspects, organizational foundations and practical issues of branding tourist destinations. During the course, students will learn how to organize a system for creating and promoting a place brand. The role of place branding for tourism and hospitality services is explored.

Learning Objectives

to introduce students to the essence, system of categories and key concepts of place marketing and management
to explore best and worst practices of place branding at city, regional, and country levels

Expected Learning Outcomes

Understand the key concepts of place branding
Able to use the instruments of place marketing for tourism and hospitality services
Able to monitor and measure the effectiveness of place brands at different levels

Course Contents

Introduction to place branding. Definition of place branding.
Place branding and tourism and hospitality
Measurement of place brands.
Place branding in the arts and culture.

Assessment Elements

Project 1 Presentation
Browse open sources. Choose a case of city branding. Outline the features of city brand identity, and develop the competitive identity strategy for the city. Prepare a presentation (5-7 slides) to report your findings.
Project 2 Presentation
Find a case of place branding in the arts and culture. Identify the key five dimensions of its brand personality, and design brand promotion campaign, including brand slogan. Prepare a presentation (5-7 slides) to report your findings.
Exam
Exam in written form consists of 15 questions, including multiple choice questions and open questions tasks.

Interim Assessment

2023/2024 1st module
0.5 * Exam + 0.25 * Project 1 Presentation + 0.25 * Project 2 Presentation

Bibliography

Recommended Core Bibliography

Aaker, D. (2014). Aaker on Branding : 20 Principles That Drive Success. New York: Morgan James Publishing. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=699809

Recommended Additional Bibliography

Mihalis Kavaratzis, Gary Warnaby, & Gregory J. Ashworth. (2015). Rethinking Place Branding : Comprehensive Brand Development for Cities and Regions. Springer.

Authors

Zelenskaia Elena Mikhailovna
Budko Viktoriia Aleksandrovna

Master’s Programme 'Arts and Culture Management'

Contacts

Double Degree Track

Strategic Partner of the Programme

Place Branding for Hospitality and Tourism Services