| Learning objectives |
This course aims at giving students an
understanding of the complexity of marketing cities to residents,
companies and tourists and to undertand how to adopt marketing
strategies for urban environments. The specific learning objectives
of the course are the following:
- Refresh the basic knwoledge about marketing and branding,
especially the concept of the service-dominant logic of marketing,
branding in general, brand complexity, and the issue of co-creation
of (brand) experiences.
- Understand differenses between the profit, non-profit and
non-traditional marketing sectors (i.e., tourism and city
marketing).
- Analyze the marketing challenges cities have, due to the high
level of (product) complexity and the diverse target groups (i.e.,
residents, companies and tourists).
- Understanding the specialities of tourism and its relationship
with city marketing for other target groups.
- Develop an understanding for measuring city brands and the
evaluation of different place branding strategies and place brand
management approaches.
- Describe and evaluate (i.e., success measurement) different
concepts of city branding.
|
| Course prerequisites |
| Please note: since this is a postgraduate course,
an undergraduate-level knowledge of the basic principles of
marketing is expected of all students. For those students who have
not had a marketing course before, Kotlers (et al.), ‘Principles of
Marketing’ is a required reading! |
| Prerequisites for registering for the
exam |
|
Number of mandatory
activities: 1
|
| Examination |
|
Oral Exam
based on Mini-Projects:
|
| Exam
ECTS |
7,5 |
| Examination form |
Oral exam based on written product
In order to participate in the oral exam, the written product
must be handed in before the oral exam; by the set deadline. The
grade is based on an overall assessment of the written product and
the individual oral performance. |
| Individual or group exam |
Individual |
|
The exam is an individual, 20-minutes oral exam
based on the course curriculum and on the mini-project (see below).
Exams will be held during calendar week 25 (15th – 19th of June,
2015) -this may be subject to change. The Danish 7-step scale will
apply (internal censorship). At the oral exam, the student must
demonstrate both indepth knowledge of the case their mini-project
is based on, and comprehensive knowledge and understanding of
topics, theories, methods and models that have been dealt with
during the course (i.e., the course syllabus). |
| Size of written product |
Max. 10 pages |
|
The mini-project must be written in groups of 3-5
students (max. 15 pages), or individually (max. 10 pages), and has
to be submitted around the1st of June 2015. Final date will be
published later |
| Assignment type |
Project |
| Duration |
Written product to be submitted on specified date and
time.
20 min. per student, including examiners' discussion of grade,
and informing plus explaining the grade |
| Preparation time |
No preparation |
| Grading scale |
7-step scale |
| Examiner(s) |
Internal examiner and second internal
examiner |
| Exam period |
May/June |
| Make-up exam/re-exam |
Same examination form as the ordinary exam
If a student is ill during the
regular oral exam, s/he will be able to re-use the mini-project at
the make-up exam. If a student is ill during the writing of the
mini-project and did not contribute to the mini-project, the
make-up exam can be written individually or in groups (provided
that other students are taking the make-up/re-exam). If the student
did not pass the regular exam, s/he must make a new revised
mini-project and hand it in on a new deadline specified by the
secretariat.
|
Description of the exam
procedure
The exam is an individual, 20-minutes oral exam based on the
course curriculum and on the mini-project (see below). The
mini-project must be written in groups of 3-5 students (max. 15
pages), or individually (max. 10 pages). At the oral exam, the
student must demonstrate both indepth knowledge of the
case their mini-project is based on, and comprehensive
knowledge and understanding of topics, theories, methods and models
that have been dealt with during the course (i.e., the course
syllabus).
Mini-Project
You or your group have to choose a city brand (across Europe –
which was NOT part of the case studies presented by the lecturer
during the course) which targets more than only one target groups
(e.g., tourists AND residents). In your report, you have to
describe the case, analyse the strategy towards the different
target groups and the positioning of the place. Furthermore, you
should give information about the organizational structure of the
city marketing organization, its (supposed) marketing aims and
potential success measurements. You can do this by analysing the
official city marketing material (e.g., website, brochures), and/or
by (for example) short interviews with city marketing officials (if
you are able to make contact with them). One additional focus
should be how the brand(s) for the two or more target groups are
related (or not) and how they (potentially) influence each other.
Finally, you should give guidance on how to improve the integration
of the target groups into the city brand.
|
|
| Course content and structure |
|
Today cities are in strong competition for residents,
investments, and tourists. In order to differentiate one place from
another, city marketers increasingly focus on establishing the city
as a brand and adopt other marketing techniques in order to better
promote and ‘sell’ their place to its existing and potential target
groups. Unfortunately, city marketers and consultants often
underestimate the complexity – due to the fact that places are
complex products themselves and that the needs and wants of the
different customer groups regarding a place vary widely.
This master course is a cross-disciplinary and research-based
course, integrating findings from marketing, urban planning and
management, public administration and the field of tourism. The aim
is to introduce the service-dominant logic of marketing to cities
and translate carefully different marketing and branding concepts.
Furthermore, the differences between city marketing (general
marketing activities for all place target groups) and destination
marketing (tourism oriented city marketing) will be elaborated and
the idea of an integrated approach will be presented.
The master course requires no previous knowledge (but an
undergraduate-level knowledge of the basic principles of marketing
is expected) and is open to different disciplines. To each lecture
the reading of one or two scientific articles is mandatory (reading
list will be given). The course ends with a written mini-project
paper (single or group work) and an individual 20-minutes oral exam
based on the course curriculum, the reading material and on the
mini-project.
|
| Teaching methods |
Class and lecturers will meet once a week for
four hours in total. The course consists of two forms of teaching
(two sessions): during the first session of two hours, Sebastian
Zenker will present the relevant theoretical topics of the week
(models, theories, and research methods) in form of an interactive
lecture. After a short break, Sebastian Zenker will meet the class
in a second session. This will take place as an intensive and
discussion-based seminar in which specific ‘real-life’ cases and
the literature from the reading list will be discussed. Please
notice that the reading of the given literature is mandatory!
The course will start with an introductory session at which the
course co-ordinator will explain the rationale and structure of the
course, the course aims, the literature base, the case studies, and
the structure of the mini-project. |
| Expected literature |
|
For basic marketing knowledge:
- Kotler, P., Armstrong, G., Wong, V., Saunders, J. (2008).
Principles of Marketing. 5th European
Edition.
-
Or:
Kotler, P., Armstrong, G., Harris,
L. C., Piercy, N. (2013). Principles of Marketing.
6th European Edition.
For the course (mandatory!):
- Braun, E. (2008). City Marketing: Towards an Integrated
Approach, Rotterdam: Erasmus Research Institute of Management, ERIM
PhD Series in Research and Management N 142, (Chapter 3, 4,
6), (downloadable at:
http://hdl.handle.net/1765/13694)
- González, A.M. and Bello, L. (2002). The construct “lifestyle”
in market segmentation: The behaviour of tourist consumers.
European Journal of Marketing, 36 (1/2), 51 – 85.
- Avraham, E. (2000). Cities and their news media images.
Cities, 17(5), 363-370.
- Kavaratzis, M. (2008). From City Marketing to City Branding: An
Interdisciplinary Analysis with Reference to Amsterdam, Budapest
and Athens, PhD thesis, Groningen: Rijksuniversiteit Groningen,
(Chapter 3), (downloadable at:
http://irs.ub.rug.nl/ppn/314660232)
- Braun, E., Kavaratzis, M., and Zenker, S. (2013). My City – My
Brand: The Different Roles of Residents in Place Branding.
Journal of Place Management and Development, 6(1),
18-28.
- John, D. R., Loken, B., Kim, K., and Monga, A. B. (2006). Brand
concept maps: A methodology for identifying brand association
networks. Journal of Marketing Research, 43, 549-563.
- Zenker, S. (2011). How to catch a city? The concept and
measurement of place brands. Journal of Place Management and
Development, 4(1), 40-52.
- Baloglu, S. and McCleary, K. W. (1999) A model of destination
image. Annals of Tourism Research, 26(4), 868-897.
- Kim, H., and Richardson, S.L. (2003). Motion Picture Impacts on
Destination Images. Annals of Tourism Research, 30 (1),
216-37.
- Smith, A. (2005). Re-imaging the city: The value of sport
initiatives. Annals of Tourism Research, 32(1),
229–248.
- Richards, G. & Wilson, J. (2004). The Impact of Cultural
Events on City Image: Rotterdam, Cultural Capital of Europe 2001.
Urban Studies, 41(10), 1931–1951.
- Zenker, S. & Braun, E. (2010). Branding a City – A
Conceptual Approach for Place Branding and Place Brand Management.
Paper at the 39th European Marketing Academy Conference,
Copenhagen, Denmark. Available at:
http://www.placebrand.eu/mediapool/85/857874/data/Zenker_Braun_EMAC2010.pdf
- Jørgensen, O. H. (2014). Developing a city brand balance sheet
– Using the case of Horsens, Denmark. Place Branding and Public
Diplomacy, advance online publication, 6 August 2014;
doi:10.1057/pb.2014.16.
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