Creative Place Branding

2024/2025

Учебный год

ENG

Обучение ведется на английском языке

3

Кредиты

Кто читает:

Департамент менеджмента

Статус:

Курс по выбору

Когда читается:

2-й курс, 2 модуль

Преподаватель

Шекова Екатерина Леонидовна

Course Syllabus

Abstract

This course covers the theoretical aspects of creative place marketing and management and how it could be applied in practice. The special attention is paid to practical issues of creative place branding. During the course students will learn how to establish and promote a creative place brand at different levels.

Learning Objectives

• To introduce students the key concepts of place marketing and management
• To explore best and worst practices of creative place branding at city, regional, and country levels

Expected Learning Outcomes

• Understand the key concepts of place branding
• Able to monitor and measure the effectiveness of creative place brands at different levels
• Able to use the instruments of place marketing for promotion of creative places

Course Contents

• 1. Introduction to creative place branding. Definition of creative place branding.
• 2. Creative place branding in practice.
• 3. Measurement of creative place brands.
• 4. Creative place branding in the arts and culture.

Assessment Elements

• Seminar Activity
• Project Presentation
  The project can be done individually or in a group of up to 4 students. Project presentation involves an oral defense procedure during a class and is graded on a 10-point scale.
• Exam
  The exam in written form consists of 20 questions, including open and close-ended questions that are based on lectures and seminars materials.

Interim Assessment

• 2024/2025 2nd module
  0.5 * Exam + 0.25 * Project Presentation + 0.25 * Seminar Activity

Bibliography

Recommended Core Bibliography

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

Recommended Additional Bibliography

• Aaker, J. L. (1997). Dimensions of Brand Personality. Journal of Marketing Research (JMR), 34(3), 347–356. https://doi.org/10.2307/3151897
• Boes, K., Buhalis, D., & Inversini, A. (2016). Smart tourism destinations: ecosystems for tourism destination competitiveness. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.16C1EC00
• Landry, C. (2008). The Creative City : A Toolkit for Urban Innovators: Vol. 2nd ed. Routledge.

Authors

• BUDKO Viktoriia ALEKSANDROVNA
• SHEKOVA EKATERINA LEONIDOVNA