Place Brand Experience.
Duration: 6 working weeks
Format: online
Language: English
Number of hours: 14 hours (6 lectures, 8 interactive webinars) + 10 hours of self-study
Starting date: June 2021
Head tutor: Magdalena Florek
Guest speaker: Inga Hlín Pálsdóttir, Roger Pride
Certificate of completion: yes
Price: 1499 EUR
Registration deadline: April 15, 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 practical guidance in the area of managing place brand experience. It is therefore suitable for you 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 six-working-week course you will understand what is the essence and role of creating an ordinary and meaningful experience in place brand management. It will help you explore on how to design the experiences – the direct and indirect ones. You will become familiar with the best cases from various cities, regions and countries.
At the end of the instructional component of the course, you will have to prepare an assignment in the form of a presentation (design an experience). You will get clear guidelines and supportive materials to help you with your assignment. Your submission will be marked by the main tutor and you will get constructive feedback on your work. This task will be done in the form of a contest and the best submissions will be presented to the group and the winner will be awarded.
Magdalena Florek
IPBA Board Member
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.
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Roger Pride
is Managing Partner in Brand and Independent creative business consultancy Heavenly. Roger runs Heavenly’s place practice, but also works with clients in property, media, charities, utilities and transport. He was previously Director of Marketing for Visit Wales / Welsh Government and CEO of Cardiff & Co. (the place marketing agency for Wales’ Capital City). As both client and consultant Roger has led and implemented brand strategies at nation, region and city levels. He is also joint-editor of Destination Brands, the original and best-selling place branding textbook.
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Inga Hlín Pálsdóttir
Inga Hlín Pálsdóttir has been an integral part of branding and promotion for Iceland for over a decade and has been involved with all aspects of the tourism industry. She led successful changes for the brand as a place and destination, both in crisis and in times of growth. She worked for the Trade Council of Iceland from 2006-2009 on the branding of Iceland. She was the Director for Visit Iceland at Promote Iceland from 2010-2019. Visit Iceland was the destination marketing office (DMO) and worked under the brand of Inspired by Iceland. She was also the director for Iceland Naturally marketing initiative in North America in cooperation with the Foreign Affair Ministry. She served on the board of NATA – North Atlantic Tourism Association from 2014-2019 and was a part of the reference group to the Nordic Council of Ministers on Nordic branding and Profiling from 2015-2019. From 2020, she has been advising places and destinations on strategy, branding, integrated marketing and crisis communication. She is also a Senior Advisor with Future Place Leadership. She has written articles and been a speaker on various occasions on both place branding and tourism – see www.ingahlin.is.
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