Place Branding

2025/2026

Учебный год

ENG

Обучение ведется на английском языке

3

Кредиты

Кто читает:

Департамент менеджмента

Статус:

Курс по выбору

Когда читается:

1-й курс, 3 модуль

Преподаватель

Шекова Екатерина Леонидовна

Course Syllabus

Abstract

This course covers the theoretical aspects of place marketing and management and how it could be applied in practice. The special attention is paid to practical issues of place branding. During the course students will learn how to establish and promote a 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 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
• Ability to use the instruments of place marketing
• Ability to monitor and measure the effectiveness of place brands at different levels
• Ability to analyze the effectiveness of place brands in creative industries

Course Contents

• 1. Introduction to place branding.
• 2. Place branding in practice.
• 3. Measurement of place brands.
• 4. Place branding in creative industries.

Assessment Elements

• Seminar Activity
  Questions based on lecture materials, case studies, practical assignments that correspond with the course topics.
• Project Presentation
  Find a case of place branding. Identify the key five dimensions of its brand personality, and design brand promotion campaign, including brand slogan. Prepare a presentation (7-10 slides) to report your findings. The project can be done individually or in a group of up to 4 students.
• 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

• 2025/2026 3rd 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