Place branding for Hospitality and Tourism Services

2023/2024

Учебный год

ENG

Обучение ведется на английском языке

3

Кредиты

Кто читает:

Департамент менеджмента

Статус:

Курс обязательный

Когда читается:

2-й курс, 1 модуль

Преподаватель

Шекова Екатерина Леонидовна

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

• 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.