2023/2024
Брендинг территории в сфере гостеприимства и туризме
Статус:
Маго-лего
Кто читает:
Департамент менеджмента
Когда читается:
1 модуль
Охват аудитории:
для всех кампусов НИУ ВШЭ
Преподаватели:
Шекова Екатерина Леонидовна
Язык:
английский
Кредиты:
3
Контактные часы:
24
Course Syllabus
Abstract
This course covers the theoretical aspects, organizational foundations and practical issues of branding tourist destinations. During the course, students will learn how to organize a system for creating and promoting a place brand. The role of place branding for tourism and hospitality services is explored.
Learning Objectives
- to introduce students to the essence, system of categories and key concepts of place marketing and management
- to explore best and worst practices of place branding at city, regional, and country levels
Expected Learning Outcomes
- Understand the key concepts of place branding
- Able to use the instruments of place marketing for tourism and hospitality services
- Able to monitor and measure the effectiveness of place brands at different levels
Course Contents
- Introduction to place branding. Definition of place branding.
- Place branding and tourism and hospitality
- Measurement of place brands.
- Place branding in the arts and culture.
Assessment Elements
- Project 1 PresentationBrowse open sources. Choose a case of city branding. Outline the features of city brand identity, and develop the competitive identity strategy for the city. Prepare a presentation (5-7 slides) to report your findings.
- Project 2 PresentationFind a case of place branding in the arts and culture. Identify the key five dimensions of its brand personality, and design brand promotion campaign, including brand slogan. Prepare a presentation (5-7 slides) to report your findings.
- ExamExam in written form consists of 15 questions, including multiple choice questions and open questions tasks.
Interim Assessment
- 2023/2024 1st module0.5 * Exam + 0.25 * Project 1 Presentation + 0.25 * Project 2 Presentation
Bibliography
Recommended Core Bibliography
- Aaker, D. (2014). Aaker on Branding : 20 Principles That Drive Success. New York: Morgan James Publishing. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=699809
Recommended Additional Bibliography
- Mihalis Kavaratzis, Gary Warnaby, & Gregory J. Ashworth. (2015). Rethinking Place Branding : Comprehensive Brand Development for Cities and Regions. Springer.