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Regular version of the site
2023/2024

Branding of Tourists Attractions

Category 'Best Course for Broadening Horizons and Diversity of Knowledge and Skills'
Type: Mago-Lego
Delivered by: Department of Foreign Languages
When: 1, 2 module
Open to: students of all HSE University campuses
Language: English
ECTS credits: 6
Contact hours: 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

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

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

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

Assessment Elements

  • non-blocking Seminars
  • non-blocking Place Brand that inspires me
    Students 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.
  • non-blocking Exam
    The exam is given in the form of a project. The project can be completed individually or in a group (up to 3 people).
Interim Assessment

Interim Assessment

  • 2023/2024 2nd module
    0.4 * Exam + 0.25 * Place Brand that inspires me + 0.1 * Seminars + 0.25 * Seminars
Bibliography

Bibliography

Recommended Core Bibliography

  • A research agenda for place branding, Medway, Dominic, 2021

Recommended Additional Bibliography

  • An insider's guide to place branding : shaping the identity and reputation of cities, regions and countries, Kaefer, Florian, 2021