Магистратура
2024/2025
Брендинг туристических аттракций
Статус:
Курс обязательный (Управление развитием бизнеса)
Направление:
38.04.02. Менеджмент
Кто читает:
Департамент менеджмента
Где читается:
Факультет экономики (Пермь)
Когда читается:
2-й курс, 1, 2 модуль
Формат изучения:
без онлайн-курса
Охват аудитории:
для всех кампусов НИУ ВШЭ
Преподаватели:
Гоменюк Наталья Викторовна,
Сажина Александра Ильдаровна,
Шестакова Екатерина Николаевна
Прогр. обучения:
Управление развитием бизнеса
Язык:
английский
Кредиты:
6
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
- - 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
- 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
- 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
- SeminarsStudents are expected to work actively in each seminar. Seminar work includes presentations of homework results, reflection, participation in discussions, and answering questions from the teacher and colleagues.
- Individual PresentationIndividual presentation on the topic "Place brand that inspires me"
- Group Project
Interim Assessment
- 2024/2025 2nd module0.4 * Group Project + 0.25 * Individual Presentation + 0.35 * Seminars
