Бакалавриат
2020/2021
Введение в брендинг территорий
Лучший по критерию «Полезность курса для расширения кругозора и разностороннего развития»
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
Преподаватели:
Рожков Кирилл Львович
Язык:
английский
Кредиты:
4
Контактные часы:
40
Course Syllabus
Abstract
In this course students will learn how a brand is used in managing a city as a tourist destination. Conceptually, the course is based on the application of mainstream marketing approach to the management of public sector and production of public goods. By analyzing more than twenty branding projects of foreign and Russian cities and towns, students will learn the relevance of using the tools of differentiation, image formation, positioning, city brand communication, building a value distribution network and managing customer experience. The course is based on using active learning techniques, including distance learning. 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
- explanation, argumentation
- ability to participate in a discussion, debate
- understanding the essence, principles and rules of developing city brand symbols
- understanding the essence, principles and rules of city brand communication
- understanding the essence, principles and rules of building a city value distribution network
- understanding the essence, principles and rules of city brand management
- conceptualization of an empirical text – its interpretation in the categories of professional vocabulary and identification of the relationships between the categories
Course Contents
- City Business, Marketing and BrandingThe basics of marketing and branding a territory. Does the city need marketing and branding and why? When and why did territories (countries, regions, cities) start to borrow from businesses and actively apply branding tools?
- City Brand DevelopmentA brand as a meaning to be communicated to the public. Brand differentiation: the choice of brand identifiers. What should be communicated to the general public about the city? How to choose those features of the city by which it will be distinguished from others?
- City Brand CommunicationsThe essence of brand communication and the basic signs of its effectiveness. How do you know if a city has a public image? Types of brand communications. How does branding communicate its image?
- City Value DistributionCity Value Distribution
- City Brand ManagementDoes a city need to be branded all the time? What does it mean to manage its brand? A city brand as an asset that requires constant investment. How do you know whether city branding is working well? A city brand as a distributed asset. A system of feedbacks in city branding.
Assessment Elements
- Case analysis (group assignment)Analysis of a city branding case using the theory taught at the lectures.
- 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.
- 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.
- Intermediate test (individual assignment)Intermediate tests on the main course topics and case analysis on platform mentimeter.com in individual mode (multiple choice questions).
