Place Branding for Cities, Regions and Countries module (BU51026)

The module introduces the key concepts of place branding such as place image, place brand equity, and the internationalisation of place brands.

What you will learn

In this module you will:

• learn how to assess the effectiveness of place brand strategy through locating, assessing, synthesising and analysing information from multiple sources
• learn how to critically analyse and evaluate a place brand's positioning within its competitive set, which involves identifying rival places and the ways in which they differentiate themselves from the competition
• discuss the role of citizen ambassadors in place brand strategy
• learn about existing examples of place branding

By the end of this module, you will be able to:

• demonstrate a critical understanding of the key issues in place brand management for cities, regions, and countries
• develop effective place brand strategies, ie. trade, investment, and tourism, for a range of places of different geographic scale

Assignments / assessment

• Individual Assignment 1: 1500 words (40%)
• Individual Assignment 2: 3000 words (60%)

This module does not have a final exam.

Teaching methods / timetable

You will learn by attending in-person on-campus interactive lectures and tutorials. Learning material is provided through short pre-recorded videos uploaded before each lecture summarising the key points of each lecture. Video recordings of each lecture will then be uploaded after the lecture has taken place.