Бакалавриат
2023/2024
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 всех кампусов НИУ ВШЭ
Преподаватели:
Рожков Кирилл Львович
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
- 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
Course Contents
- City Business, Marketing and Branding
- City Brand Development
- City Brand Communications
- City Value Distribution
- City Brand Management
Assessment Elements
- Case analysis (group assignment)
- Exam (individual assignment)
- Intermediate test (individual assignment)
- Presentation of the case analysis (group assignment)
Interim Assessment
- 2023/2024 3rd module0.21 * Case analysis (group assignment) + 0.3 * Exam (individual assignment) + 0.2 * Intermediate test (individual assignment) + 0.29 * Presentation of the case analysis (group assignment)
