Магистратура
2023/2024
Брендинг туристических аттракций
Лучший по критерию «Полезность курса для расширения кругозора и разностороннего развития»
Статус:
Курс обязательный (Управление развитием бизнеса)
Направление:
38.04.02. Менеджмент
Кто читает:
Кафедра иностранных языков (Пермь)
Где читается:
Факультет экономики (Пермь)
Когда читается:
2-й курс, 1, 2 модуль
Формат изучения:
без онлайн-курса
Охват аудитории:
для всех кампусов НИУ ВШЭ
Преподаватели:
Гоменюк Наталья Викторовна,
Сажина Александра Ильдаровна,
Шестакова Екатерина Николаевна
Прогр. обучения:
Управление развитием бизнеса
Язык:
английский
Кредиты:
6
Контактные часы:
36
Course Syllabus
Abstract
How the brand of the cities and other locations is created? What are specifities of creation of brand? Students will learn the answers to these questions. And will investigate the brightest examples of touristic brands.
Learning Objectives
- - To understand the role of place brand from the perspective of various stakeholders (the government, business, society, residents) - To apply appropriate methods in researching place brand - To assess the role of place brand within an overall strategy of places
Expected Learning Outcomes
- Analyze the evolution of place branding
- Apply basic concepts and terms of place branding in the analysis of place branding strategies
- Argues for the need to create a place branding
- Assesses the present state of place marketing and place branding in a particular places
- Formulates the terms of reference for the development of place brand attributes
Course Contents
- The role of place branding in local and regional economic development strategies
- Place branding stakeholders
- Place branding strategy: Segmentation, Targeting and Positioning
- Place Branding Value Proposition
- Instruments of place branding
- Place brand attributes
Assessment Elements
- Seminars
- Place Brand that inspires meStudents have to present place brand on their choice. Students should describe target audience of the chosen brand and all its attributes. Students should critically analyze their brands based on 4P model.
- ExamThe exam is given in the form of a project. The project can be completed individually or in a group (up to 3 people).
