Введение в брендинг территорий

2024/2025

Учебный год

RUS

Обучение ведется на русском языке

3

Кредиты

Кто читает:

Департамент маркетинга

Статус:

Курс по выбору

Когда читается:

4-й курс, 2 модуль

Преподаватель

Рожков Кирилл Львович

Программа дисциплины

Аннотация

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. The main provisions of the discipline should be used in the courses: “City Brand Management”; “Research Seminar "Industry Specifics of Marketing Activities" . 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

Цель освоения дисциплины

• 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

Планируемые результаты обучения

• explanation, argumentation
• ability to participate in a discussion, debate with colleagues
• conceptualization of an empirical text – its interpretation in the categories of professional vocabulary and identification of the relationships between the categories.
• getting knowledge of the essence, principles and rules of developing city brand symbols
• understanding the essence, principles and rules of city brand communication
• getting knowledge of the essence, principles and rules of building a city value distribution network
• getting knowledge of the essence, principles and rules of city brand management

Содержание учебной дисциплины

• City Business, Marketing and Branding
• City Brand Development
• City Brand Communications
• City Value Distribution
• City Brand Management

Элементы контроля

• Exam (individual assignment)
• Intermediate test (individual assignment)
  The correct answer to each question is evaluated in the range - 1000 points for correct answer and 0 points for wrong. The score for the test is converted into a 10-point scale proportionally.
• Presentation of the case analysis (group assignment)
• Case analysis (group assignment)

Промежуточная аттестация

• 2024/2025 2nd module
  0.21 * Case analysis (group assignment) + 0.3 * Exam (individual assignment) + 0.2 * Intermediate test (individual assignment) + 0.29 * Presentation of the case analysis (group assignment)

Список литературы

Рекомендуемая основная литература

• City branding : theory and cases, , 2011

Рекомендуемая дополнительная литература

• Mihalis Kavaratzis, Gary Warnaby, & Gregory J. Ashworth. (2015). Rethinking Place Branding : Comprehensive Brand Development for Cities and Regions. Springer.

Авторы

• Филипская Елена Владимировна
• Рожков Кирилл Львович
• Мусатова Жанна Борисовна