Duration: 14 working weeks
Number of hours: 40 hours (22 lectures, 18 webinars) + 30 hours of self-study
Starting date: April 2021
Head tutors: Magdalena Florek, Mihalis Kavaratzis
Certificate of completion: yes
Price: 2999 EUR
Registration deadline: March 1, 2021
Max No. of participants: 18
In order to receive more details, please click on the “request details” button below.
See also: Frequently Asked Questions
This course is meant to provide an overview of place branding and practical guidance on implementing the place branding process. It is, therefore, suitable for anyone interested in this fascinating field, whether you represent a City Hall, a Local or Regional Authority, a Tourism Office or DMO, a private company or public body, a consultancy agency or if you are simply interested in place branding for your personal and professional development.
In this 14-working-week course you will gain a comprehensive understanding of place brands, you will learn how to implement the principles of strategic place branding and you will train in the main methods and tools of place branding application.
You will have the chance to interact with some of the world’s best-known experts on place branding. The course tutors are world-leading authors, consultants and practitioners in the field. You will also have guest lectures from the managers of some of the world’s best place brands.
At the end of the instructional component of the course, you will have to prepare an assignment (design a City Branding Strategy for a chosen city) that you will present to the group. You will get clear guidelines and supportive materials to help you with your assignment. Your submission will be marked by the main tutors and you will get constructive feedback on your work. This task will be done in the form of a contest and the best assignment will win a prize.
is Associate Professor of Marketing at the School of Business, University of Leicester, UK. He holds a PhD on city marketing from the University of Groningen, Netherlands and has taught marketing and tourism related courses in Budapest, Hungary and Leicester. His research focuses on the theory and application of place marketing and place branding. His interests include tourism destination marketing and the study of destination images. Mihalis is also a Senior Fellow of the Institute of Place Management. He has published extensively in various academic journals and he is co-editor of ‘Inclusive Place Branding’ (with M. Giovanardi and M. Lichrou, 2017), ‘Rethinking Place Branding’ (with G. Warnaby and G.J. Ashworth, 2015) and ‘Towards Effective Place Brand Management’ (with G.J. Ashworth, 2010).see bio >
is Associate Professor at the Poznan University of Economics and Business in Poland. She is co-founder and Member of the Board of Best Place – the European Place Marketing Institute as well as Senior Fellow at the Institute of Place Management in UK. In 2006/2007 she was a senior lecturer at the Marketing Department, University of Otago in New Zealand. Magdalena is also scholarship holder of the Fulbright Program at Northwestern University and the Kellogg School of Management in USA. She is a member of the Editorial Boards of Place Branding and Public Diplomacy, Journal of Destination Marketing and Management, Journal of Urban Regeneration and Renewal, and Tourism and Hospitality Management. Consultant in brand strategy, city and region promotion. Magdalena is co-author of brand strategies and other related projects for Polish cities and regions. She is an active speaker and member of teams working on many international projects and grants.see bio >
is a geographer who specializes in the marketing and branding of cities and regions as an integral part of urban and regional governance and planning. Martin is the owner of the advisory firm For the Love of Place and co-founding Board Member of The International Place Branding Association. He lives in The Netherlands, from where he has been involved in more than 100 advisory projects. His clients include cities like The Hague, Oslo, York and Ghent, and regions like Amsterdam Metropolitan Region, Provincie of Northern Brabant, the Veluwe and the Wadden Sea area. Martin also contributes as a panel expert to The Place Brand Observer, he’s a chief advisor to European Cities Marketing and has been involved in knowledge-development through UrbAct, Interreg and UNWTO. Next to his advisory work, Martin is a lecturer in Human Geography & Planning at the University of Groningen. He's published a number of influential research articles and book chapters on the topic, is a frequent keynote speaker at international events and a celebrated guest lecturer at several institutions around the world.see bio >
is an independent international adviser, scholar, speaker and author on the reputation of cities, regions and countries. Since 2009 Robert Govers has co-edited and authored four books, including Imaginative Communities, on the topic of community reputation. He has also co-authored over 50 journal articles, book chapters and conference papers and has delivered numerous public speeches and business publications. In addition, he is co-editor of the quarterly journal, Place Branding and Public Diplomacy. He has also been an adjunct or visiting scholar at Tsinghua University, Beijing; the Indian School of Business, Hyderabad; the University of Leuven, Belgium; Rotterdam School of Management, the Netherlands; Loughborough University London Campus; IULM University Milano, Italy; and several institutes in Dubai, United Arab Emirates. He also teaches place branding on the UNESCO World Heritage at Work Master's programme in Torino, Italy. Robert has held positions in South Africa, the Netherlands, Belgium and Dubai, United Arab Emirates. He has been involved in many consultancy projects and advisory boards for reputable organisations such as the International Air Transport Association, the European Commission, the Flemish government and various ministries, tourism promotion boards, and regional and city administrations.see bio >
is professor of Global Communication in School of Journalism and professor of Corporate Communication for the Executive MBA Programs in School of Economics and Management, Tsinghua University, Beijing, China. She holds PhD on Language and Communication from University of Oxford, U.K. She is the founder and director of the Centre for National Image Research of Tsinghua University, a university-level interdisciplinary centre with professors from public administration, business management, architecture, humanities studies, Journalism, communication, arts and design, aiming to build the national image of the country as well as the brands of cities and enterprises in China. In recent years, Hong has led a number of Chinese national projects such as the research project ‘The Chinese Cultural Identity and Nation Branding’ and the consultancy project ‘2019 Beijing World Horticulture Expo’. Professor Fan is also the founder and director of City Branding Studio of Tsinghua University, which is the first government thinktank on place branding and image building. Hong is editor-in-chief of the book series of National Image Studies, and has published five books over the past years, covering nation branding, cultural identity, city branding, corporate reputation, cultural heritage, architecture, design, and other related fields.see bio >
Assistant professor at the University of Lodz, Poland. The author of the first in Poland doctoral dissertation and the first book about nation branding. Expert of Polish Chamber of Commerce in Brand for Poland project. Consultant in brandrelated projects for companies, public institutions (Ministry of Foreign Affairs, Ministry of Regional Development etc.) and local governments. A leading consultant in the project on Kazakhstan country brand. Co-author of European Funds Brand strategy in Poland. The member of International Place Branding Association and Institute of Place Management, member of The Place Brand Observer research panel. Her research interest include: place brand identity development; measurement of place branding effectiveness, stakeholder engagement in place branding, place of origin branding.see bio >
is Head of Surrey University’s School of Hospitality and Tourism Management. He has senior management and governance experience on executive and advisory boards in universities, government agencies and charities, has held professorial titles in several universities, and has extensive experience in tourism, sport and leisure policy, strategy, development, marketing and in events and PR from his time in national agencies and local goverment. He has envisioned, established and led academic communities as a Head of School, Associate Dean, Head of Department, and Research Centre Director at Surrey, Swansea and Cardiff Metropolitan Universities. Nigel has spent 25 years promoting inclusive, creative and responsible tourism research, education and academic community engagement. He has sought to ‘make’ as well as ‘mark’ differences through his research, teaching and advisory interventions, working at the intersections of transformative learning, evidencebased research and community activism. An economic and social historian by doctoral training, his research is encapsulated in three entwined strands: place marketing, power and identity; inequality and wellbeing; critical studies and gender. He is perhaps best known for co-founding the Critical Tourism Studies Network in 2005 and co-chairing it until 2015. He has led consultancy projects for clients in the UK, Europe, the US and Asia and his research has been funded by the ESRC, British Academy, Leverhulme Trust, the EU and the Norwegian Research Council.see bio >
Dr. Marco Bevolo, PhD, is currently Researcher and Lecturer in International Leisure Management at a leading international academy in international leisure management and sciences. He earned his PhD on the role of design in generating urban futures at the Graduate School, Faculty of Behavioral and Social Sciences, Tilburg University. In 1999-2009, he was a Director at Philips Design headquarters in the Netherlands. He is the founder of Marco Bevolo Consulting, working in foresight, futures research and strategic design for selected customers in Europe and Asia, including the Municipality of Eindhoven, Lighting Design Collective, and CitiesNext GmbH (Vienna). In this extracurricular capacity, in the lustrum 2010-2016 he has been the Principal Research Urban Futures for Philips Lighting, now Signify, in EMEA and Poland. He has contributed to seminars and events with the School of Design, Politecnico di Milano, Italy; Emerson College, Boston; the UNAM Post-graduate School of Architecture, Mexico City.see bio >
Official behind the country brand strategy “essential COSTA RICA” at PROCOMER, world’s #1 Trade Promotion Organization (ITC, 2014-2020). Alongside his career, Daniel is researching the impact of SDGs in place brand strategies for the Pompeu Fabra University. Recent achievements include being appointed president of the Ibero American Country Brands Council, collecting the Place Brand of the Year Award at the 2019 City Nation Place Global Conference in London and receiving the Branding Award at the 2020 Place Marketing Forum in Marseille.see bio >
Consol Vancells has been responsible since 2017 for the Barcelona City Branding Project of the Barcelona City Council, working with local and international stakeholders for the international positioning of the city. She is a professional with more than 20 years of experience in branding, corporate communication, and digital marketing. Born in Barcelona, Consol speaks Catalan, Spanish, English and French. Graduated in Communication Sciences from the Autonomous University of Barcelona (UAB), she has a postgraduate degree in Management from Harvard University and a Master’s in Social media, Branding and Strategies from the Ramon Llull - La Salle University, where she has also completed a postgraduate degree in philosophy called 'Thought and Creativity'. She teaches strategic branding classes at ESCI-UPF University, practices meditation, and she is a member of the advisory council of the Observatory of Women, Business and the Economy (ODEE) of the Barcelona Chamber of Commerce for gender equality in the professional environment.see bio >