Магистратура
2026/2027
Территориальный брендинг
ID 1129403
Статус:
Курс по выбору (Международный бизнес в странах Азиатско-Тихоокеанского региона)
Кто читает:
Департамент менеджмента
Где читается:
Санкт-Петербургская школа экономики и менеджмента
Когда читается:
1-й курс, 3 модуль
Охват аудитории:
для своего кампуса
Преподаватели:
Шекова Екатерина Леонидовна
Язык:
английский
Кредиты:
3
Контактные часы:
24
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 ActivityQuestions based on lecture materials, case studies, practical assignments that correspond with the course topics.
- Project PresentationFind a case of place branding at a city or a regional level. 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. The project can be done individually or in a group of up to 4 students.
- ExamThe exam in written form consists of 20 questions, including open and close-ended questions that are based on lectures and seminars materials.
Interim Assessment
- 2026/2027 3rd module0.5 * Exam + 0.25 * Seminar Activity + 0.25 * Project Presentation
Bibliography
Recommended Core Bibliography
- Marketing 6.0, Kotler, Philip, 2023
- Marketing management, Kotler, Philip, 2000
- Place branding for small cities, regions and downtowns: the essentials for successful destinations, Baker, Bill, 2023
Recommended Additional Bibliography
- Principles of marketing, Kotler, Philip, 2001