Branding Places

Promote, communicate and brand your place

Cities and regions increasingly adopt marketing techniques, such as branding, to promote places to their different target audiences. However, this is a big challenge, since places are too complex to simply use standard marketing tools.

This intensive course will translate theories, concepts and tools from different disciplines to place marketing practice – helping you to better promote, communicate and brand your place.

Content

 This course is a cross-disciplinary and research-based course, integrating findings from marketing, communication, urban planning, economics, public administration and the field of tourism. The aim is to deliver a state-of-the-art overview of relevant theories, concepts and tools and to translate them for their practical use in the field.

The course will start with insights about the place consumer (i.e., residents, companies and investors, as well as tourists). Next we will discuss the issue of place identity, branding and brand measurement, including place communication strategies (e.g., storytelling). Finally, brand management and general management strategies (such as nudging) will be presented. All this content will be related to real-life cases to discuss the practical use of it.

The teaching methods are a mixture of different pedagogical approaches, such as lecturing, group exercises (e.g., Oxford debates), discussions, case analysis, technical tours and other highly interactive methods.

Key benefits

The key benefits of this course:

• Insights into state-of-the-art knowledge (interdisciplinary theory and research).
• Practical implications from best and worst cases.
• Room for discussions with top-international researchers from the field.
• Networking with other experienced international executives and colleagues.
• Experience Copenhagen as case – and as city.

Participant Profile

The “typical” participant can be place marketers from many different fields, such as destination (tourism) marketing organisations, economic development agencies, city marketing, public government authorities. It can be government workers from public relations and in other government management functions. Place-wise it also aims at a great variety of places, such as districts, municipalities, cities and regions.  A basic understanding about marketing is helpful – but not mandatory for this course.

Participants will come from all over Europe providing an excellent opportunity to broaden your international network and share knowledge with kinsmen from all similar organisations.