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Place branding for Hospitality and Tourism Services

2023/2024
Учебный год
ENG
Обучение ведется на английском языке
3
Кредиты
Статус:
Курс обязательный
Когда читается:
2-й курс, 1 модуль

Преподаватель

Course Syllabus

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

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

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

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

Assessment Elements

  • non-blocking 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.
  • non-blocking 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.
  • non-blocking Exam
    Exam in written form consists of 15 questions, including multiple choice questions and open questions tasks.
Interim Assessment

Interim Assessment

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

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.