| Learning objectives |
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. To achieve the grade 12, students should meet the
following learning objectives with no or only minor mistakes or
errors:
- 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.
- To follow academic conventions in the written
presentation.
|
| 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. |
| Examination |
|
City Branding
and Tourism:
|
| Exam
ECTS |
7,5 |
| Examination form |
Home assignment - written product |
| Individual or group exam |
Individual exam |
| Size of written product |
Max. 15 pages |
| Assignment type |
Case based assignment |
| Duration |
2 weeks to prepare |
| Grading scale |
7-point grading scale |
| Examiner(s) |
One internal examiner |
| Exam period |
Autumn |
| Make-up exam/re-exam |
Same examination form as the ordinary exam
The re-exam will be the same case
with new questions
|
Description of the exam
procedure
The exam is an individual, home written assignment (written
product; take-home exam) with a maximum of 15 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
|
|
| Course content, structure and pedagogical
approach |
|
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.
City marketing therefore needs a more holistic and complex
approach. It must include the understanding of all target groups
and stakeholders needs. It deals with all types of place
communication (not only advertisement), but even the physical
communication of city planning and architecture – and it must
follow a more democratic and participatory approach then ‘normal’
marketing activities.
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).
|
|
| Description of the teaching methods |
Through providing an overview of relevant
literature about content and methods, as well as some hands-on
insights from research practice the course is designed to be highly
interactive. The course builds upon the principles of active
learning: students are expected to comment on readings, and do
group exercises (e.g., Oxford debates) throughout the course.
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. |
| Feedback during the teaching period |
| Students will receive feedback in various forms
during the course: For instance, through discussions in class,
collegial-feedback from a voluntary home-written assignment
(test-exam), and written feedback after the exam. |
| Student workload |
| Preperation |
123 hours |
| Teaching |
33 hours |
| Exam |
50 hours |
|
| Expected literature |
|
More exam-relevant reading will be enrolled during the
course:
- Boisen, M., Terlouw, K., and van Gorp, B. (2011). The selective
nature of place branding and the layering of spatial
identities. Journal of Place Management and
Development, 4(2), 135-147.
- Braun, E., Eshuis, J., & Klijn, E.-H. (2014). The
effectiveness of place
brand communication. Cities, 41(1), 64-70.
- Braun, E., Eshuis, J., Klijn, E. H., & Zenker, S. (2018).
Improving place reputation: Do an open place brand process and an
identity-image match pay off?. Cities, 80,
22-28.
- Connell, J. (2012). Film tourism – evolution, progress and
prospects. Tourism Management, 33(5), 1007-1029.
- Hanna, S. and Rowley, J. (2015). Towards a model of the Place
Brand Web. Tourism Management, 48, 100-112.
- Jokela, S. (2020). Transformative city branding and the
evolution of the entrepreneurial city: The case of ‘Brand New
Helsinki.’ Urban Studies, 57(10),
2031–2046.
- Jørgensen, O. H. (2015). Developing a city brand balance sheet
– Using the case of Horsens, Denmark. Place Branding and
Public Diplomacy, 11(2), 148-160.
- Vallaster, C., Von Wallpach, S., & Zenker, S. (2018). The
interplay between urban policies and grassroots city brand
co-creation and co-destruction during the refugee crisis: Insights
from the city brand Munich (Germany). Cities, 80,
53-60.
- Zenker, S., & Braun, E. (2017). Questioning a “one size
fits all” city brand: Developing a branded house strategy for place
brand management. Journal of Place Management and
Development, 10(3), 270-287.
- Zenker, S., Braun, E., & Petersen, S. (2017). Branding the
destination versus the place: The effects of brand complexity and
identification for residents and visitors.
Tourism Management, 58, 15-27.
- Zenker, S. and Erfgen, C. (2014). Let them do the work: a
participatory place branding approach. Journal of Place
Management and Development, 7(3),
225-234.
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