Start date 18 Jun 2018
Price, excl. VAT. DKK 17,500
Duration 3 days
Language English
Programmes

Branding Places

– How to attract, keep, and motivate residents, tourists and companies

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.

Read full text Show less

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.

Read full text Show less

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.
Read full text Show less

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.

Read full text Show less

Locations

CBS Executive (Frederiksberg)
Open in Google Maps
Group

Dates

Registration deadline:
01 Jun. 2018
Stadig åben for tilmelding
Add to calendar 2018-06-01 00:00:00 2018-06-01 23:59:59 Europe/Copenhagen Branding Places – How to attract, keep, and motivate residents, tourists and companies 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 CBS-Executive CBS-Executive
Hours per day: 8

18-20 June, 2018

DKK 17,500 excl. Danish VAT (25%).
A 10% discount is offered to registrations received prior to 1 March, 2018.

Contact me

  • This field is for validation purposes and should be left unchanged.
Sounds like something for you?
Book your spot

Download PDF

In order to download this pdf, please fill in your name, e-mail and phone number – and we will get back to you within the next couple of days to assist you in finding the right programme. You also accept to receive information and offers about our programmes including inspirational newsletters from CBS Executive.
  • This field is for validation purposes and should be left unchanged.

Registration

Branding Places – How to attract, keep, and motivate residents, tourists and companies

  • Personal information

  • Contact information

  • Company information

  • Parking

    For program sessions held at CBS Executive’s address in Porcelænshaven, participants are offered parking in an underground car park close by at DKK 80 per day. The parking fee will appear on the program invoice.
  • Terms and conditions

  • This field is for validation purposes and should be left unchanged.
You will receive an e-mail with further details after you sign up. Payment is done using giro, also sent by e-mail.

Programme facts

Contact

Language
English
Start date
18 Jun. 2018
Duration
3 days
Locations
CBS Executive (Frederiksberg)
Price, excl. VAT.
DKK 17,500
Billede af Kim Pedersen, CBS Executive, Porcelænshaven 22, Frederiksberg