Бакалавриат
2021/2022
Введение в брендинг территорий
Статус:
Курс по выбору (Маркетинг и рыночная аналитика)
Направление:
38.03.02. Менеджмент
Кто читает:
Департамент маркетинга
Где читается:
Высшая школа бизнеса
Когда читается:
4-й курс, 3 модуль
Формат изучения:
без онлайн-курса
Охват аудитории:
для своего кампуса
Язык:
английский
Кредиты:
3
Контактные часы:
30
Course Syllabus
Abstract
In this course students will learn how a brand is used in managing a city as a tourist destination. Students who have mastered the discipline acquire the knowledge of the following tools of branding cities and regions: (1) differentiation, (2) identity, (3) communication, (4) managing customer experience, (5) building management system. Students who have mastered the discipline acquire the following skills: (1) highlighting the key points in the text; (2) logical thinking and reasoning; (3) argumentation; (4) generalization; (5) active professional vocabulary use; (6) public speaking; (7) explanation; (8) discussion; (9) team work; (10) time management The course involves checking the theoretical knowledge through intermediate tests and exam, as well as practical skills through case analysis and presentation of its results. The course is based on the following disciplines: "Fundamentals of Marketing", "Introduction to Marketing Communications" "Branding", "Leadership". The main provisions of the discipline should be used in the following courses: “City Brand Management”, “Arts and the City” The course involves more than twenty branding projects of foreign and Russian cities and towns as case studies and is based on using active learning techniques. Students regularly work on live cases adopted from daily business of invited practitioners, among whom are Yuri Shchegolkov (Authentic Russia Foundation, President), Anna Klepikovskaya (Golubino Forest Hotel, Arkhangelsk Oblast, Chief Business Development Officer), Natalia Belyakova (Domina Russia Hotels, Chief Marketing Officer), Aleksey Matveenko (Gorod-Park Agency, Chief Executive Officer), Anatoly Zaychenko (L-founders, loyalty programs manager) and others. Visiting professors include some of the leading experts in the world (Robert Govers, Martin Boisen (both - International Place Branding Association), Cathy Parker (Institute of Place Management, UK), Dominic Medway (Manchester Metropolitan University, UK), Magdalena Florek (Poznan University of Economics and Business, Poland), Robert Romanowski (Poznan University of Economics and Business, Poland), Norberto Muniz Martinez (University of Leon, Spain), Gido van Garderen (London School of Economics) and others.
Learning Objectives
- Provide overview of major concepts and tools used in city brand management
- Develop specific skills, competencies and points of view that are needed by marketing professionals in city management and consulting
Expected Learning Outcomes
- understanding the essence, principles and rules of city brand communication
- understanding the essence, principles and rules of city brand management
- understanding the essence, principles and rules of developing city brand symbols
- understands the essence and is able to apply principles and rules of developing city brand differentiation
- understands the essence and is able to apply principles and rules of developing city brand identity
Course Contents
- City Business, Marketing and Branding
- City Brand Development
- City Brand Communications
- City Brand Management
Assessment Elements
- Case analysis (group assignment)Analysis of a city branding case using the theory taught at the lectures. The number of teams to perform case analysis is announced by the teachers no later than the 1st lesson of the course and remains unchanged until the exam. Students join teams on a voluntary basis. Teachers do not participate in the process of selecting team captains. The teams notify the teachers about the choice of captains. Teachers can offer a captain to include a student in his\her team, but they cannot do it forcibly. Students who have been refused admission to the team by the captains of all previously formed teams cannot participate in the case analysis. Their grades for the case analysis are reset to zero. Each team distributes its grade for case analysis among its members on its own. The captain notifies the teachers of this distribution. Teachers do not influence the process and results of the distribution of the team grades.
- Exam (individual assignment)The exam takes place in the form of a test on Microsoft Teams platform and Online Test Pad (onlinetestpad.com). Students may use their study materials, peer-to-peer communication is not allowed. A set of questions for each student is formed from the common pool randomly, time to answer each question is limited.. There are multiple choice questions as well as open-ended questions (number of words for the answer is limited). Examinee must connect to the platform according to the schedule. The student's computer must meet the following requirements: a working camera and microphone, support for Google Chrome and MS Teams. The responsibility for the quality of the Internet connection, the correct work of the browser, etc. lies with the examinee. A short-term communication failure during the exam is considered to be a communication failure of less than a minute. A long-term communication failure during the exam is considered to be a failure of a minute or longer. If there is a long-term communication failure, the student can’t continue taking the exam. Grade 9 is given for the correct answer on a question, which was not included into intermediate tests during the course. Grade 10 is given for the correct answer on a question matching with the course, which was not reviewed during the lectures.
- Presentation of the case analysis (group assignment)The task consists in developing a scenario, materials and presenting the results of the case analysis at one of the seminars using any form of online communication with the listeners and activities for them. The number of teams to perform presentation of case analysis is announced by the teachers no later than the 1st lesson of the course and remains unchanged until the exam. Students join teams on a voluntary basis. Teachers do not participate in the process of selecting team captains. The teams notify the teachers about the choice of captains. Teachers can offer the captain to include any of the students in his team, but they cannot do it forcibly. Students who have been refused admission to the team by the captains of all previously formed teams cannot participate in the presentation of case analysis . Their grades for the case analysis presentation is reset to zero. Each team distributes its grade for presentation of case analysis among its members on its own. The captain notifies the teachers of this distribution. Teachers do not influence the process and results of the distribution of the team grades.
- Intermediate test (individual assignment)Intermediate tests on the main course topics and case analysis on platform mentimeter.com in individual mode (multiple choice questions).
