2026/2027

Креативный брендинг территории

Статус: Маго-лего

Кто читает: Департамент менеджмента

Где читается: Санкт-Петербургская школа экономики и менеджмента

Охват аудитории: для всех кампусов НИУ ВШЭ

Преподаватели: Шекова Екатерина Леонидовна

Язык: русский

Кредиты: 3

Контактные часы: 24

Программа дисциплины

Аннотация

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.

Цель освоения дисциплины

• 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

Планируемые результаты обучения

• 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

Содержание учебной дисциплины

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

Элементы контроля

• 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.
• Seminar Activity
• Exam
  The exam in written form consists of 20 questions, including open and close-ended questions that are based on lectures and seminars materials.

Промежуточная аттестация

• 2026/2027 1st module
  0.25 * Project Presentation + 0.25 * Exam + 0.5 * Seminar Activity

Список литературы

Рекомендуемая основная литература

• Marketing 6.0, Kotler, Philip, 2023
• Marketing management, Kotler, Philip, 2000
• Mihalis Kavaratzis, Gary Warnaby, & Gregory J. Ashworth. (2015). Rethinking Place Branding : Comprehensive Brand Development for Cities and Regions. Springer.
• Place branding for small cities, regions and downtowns: the essentials for successful destinations, Baker, Bill, 2023

Рекомендуемая дополнительная литература

• 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.
• Principles of marketing, Kotler, Philip, 2001

Авторы

• Будько Виктория Александровна
• Шекова Екатерина Леонидовна
• Каплун Мария Никитична