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2015/2016  KAN-CCMVV4200E  City Marketing and Tourism

English Title
City Marketing and Tourism

Course information

Language English
Course ECTS 7.5 ECTS
Type Elective
Level Full Degree Master
Duration One Semester
Start time of the course Autumn
Timetable Course schedule will be posted at calendar.cbs.dk
Min. participants 40
Max. participants 60
Study board
Study Board for MSc in Economics and Business Administration
Course coordinator
  • Sebastian Zenker - Department of Marketing (Marketing)
Kontaktinformation: https:/​/​e-campus.dk/​studium/​kontakt eller Contact information: https:/​/​e-campus.dk/​studium/​kontakt
Main academic disciplines
  • Communication
  • Marketing
  • Political leadership and public management
Last updated on 06-07-2015
Learning objectives
To achieve the grade 12, students should meet the following learning objectives with no or only minor mistakes or errors: This course aims to introduce to the students the complexity of marketing cities to residents, companies and tourists and to learn how to adopt marketing strategies for urban environments. The specific learning objectives of the course are the following:
  • Describe and to discuss the assumptions that underlie the various marketing concepts from marketing, branding, communication, as well as from the presented consumer behaviour studies.
  • Identify and analyze the relationship between relevant models, concepts and theories from the curriculum.
  • Analyse and explain the differenses between the profit, non-profit and non-traditional marketing sectors (i.e., tourism and city marketing).
  • Evaluate different place branding strategies and place brand management approaches for their usability in the area – especially for meausuring place brands and success.
  • Apply these models and concepts, singly or combined to fit a concrete case situation under study and critically assess the value and relevance of models, concepts and theories presented throughout the course in relation to their practical application in a relevant case.
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!
Home assignment - written product:
Exam ECTS 7,5
Examination form Home assignment - written product
Individual or group exam Individual
The exam is an individual, home written assignment (written product; take-home exam) with a maximum of 10 pages. The student will receive a specific case and detailed questions regarding the case. In a 2 weeks’ time the students should analyse the case and apply knowledge gained through the course to answer these questions as written in the learning objectives. The 7-step grading scale will be applied.
Size of written product Max. 10 pages
Assignment type Case based assignment
Duration Written product to be submitted on specified date and time.
Grading scale 7-step scale
Examiner(s) One internal examiner
Exam period Winter
Make-up exam/re-exam
Same examination form as the ordinary exam
If a student is ill during the regular exam, s/he will be able to write a make-up exam in the same examination form as the ordinary exam on a new deadline specified by the secretariat.
Course content and structure

Today cities are in strong competition for talents (residents), companies and investments, as well as tourists. Therefore, places are more and more run like ‘businesses’ and for ‘businesses’. 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.


In the course we will explore the impact of city marketing activities for companies – talking in particular about the creative industries and tourism – and on other business fields. At the same time we will also discuss the social problems we create by making a place ‘too much’ of a business. By this means, studentd should not only be able understand and use strategies in city marketing and tourism at the end, but also see the benefits for companies and citizens in using city marketing in this regards.


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).

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 more discussion-based seminar in which specific ‘real-life’ examples and literature will be discussed. Please notice that the reading of the given literature is mandatory and part of the course syllabus and exam!

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, and the structure of the exam.
Expected literature

For basic marketing knowledge:

  •  Kotler, P., Armstrong, G., Harris, L. C., Piercy, N. (2013). Principles of Marketing. 6th European Edition.


For the course (mandatory!):

  1. 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)
  2. 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.
  3. Avraham, E. (2000). Cities and their news media images. Cities, 17(5), 363-370.
  4. 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)
  5. 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.
  6. 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.
  7. 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.
  8. Baloglu, S. and McCleary, K. W. (1999) A model of destination image. Annals of Tourism Research, 26(4), 868-897.
  9. Kim, H., and Richardson, S.L. (2003). Motion Picture Impacts on Destination Images. Annals of Tourism Research, 30 (1), 216-37.
  10. Smith, A. (2005). Re-imaging the city: The value of sport initiatives. Annals of Tourism Research, 32(1), 229–248.
  11. 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.
  12. 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
  13. 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.
  14. Zenker, S. & Petersen, S. (2014). An Integrative Theoretical Model for Improving Resident-City Identification. Environment and Planning A, 46(3), 715-729.
  15. Braun, E., Eshuis, J. and Klijn, E.H. (2014). The effectiveness of place brand communication, Cities, online first publication: doi: 10.1016/j.cities.2014.05.007
Last updated on 06-07-2015