Place Brand Management in Practice.

Place Brand Management in practice – 2nd edition

More information coming soon!


See details of the 1st edition:


Duration: 7 working weeks
Format: online
Language: English
Number of hours: 21 hours + 10 hours of self-study
Starting date: March 1, 2022
Head tutor: Martin Boisen

Tutors: Robert Govers, Mihalis Kavaratzis, Magdalena Florek

Guest lecturers: place brand managers from Ghent: Melanie De Vocht; The Hague: Ernst van den Berg, Luuk Helleman; Oslo: Øyvind Såtvedt; and Hamburg
Certificate of completion: yes
Price: 1799 EUR

Registration deadline: February 7, 2022

Max No. of participants: 12


This course is presented in cooperation with European Cities Marketing.


In order to receive more details, please click on the “request details” button below.
See also: Frequently Asked Questions

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This course presents state-of-the-art place brand management. It is reflective, critical and above-all honest in presenting what works and what doesn’t. As such, the course is suitable for anyone who works with promotion, marketing, branding and/or management for a city, region, or country. Although the in-depth cases in this edition are European cities, the principles and practice are more than worthwhile for practitioners on all scalar levels as well as public-private partnership managers, politicians, and academics.

The course is built around in-depth case studies, which will be presented to you by speakers who are involved in the place brand management of Oslo (Norway), The Hague (The Netherlands), Ghent (Belgium) and Hamburg (Germany). They will share their personal day-to-day experience on working with place brand management in their respective cities. What have they found to be working? – and what are they (still) struggling with? As such, this is an opportunity to learn from what can be considered best cases, but at the same time, it will be a series of honest and personal reflections on the practice of place brand management. In addition, each course meeting ends with what we call ‘after-talk’. This is meant to be an hour of honest reflection amongst peers, hosted by an expert and moderated by the main tutor.

Participants are expected to understand the basics of place branding and place marketing. Before the course begins, participants will prepare themselves by studying provided materials and reflecting upon a place of their choosing. It may be a place they work(ed) for, the place where they live or any other place. During the course, participants are expected to apply the learning outcomes to a structured assignment centred on that place. This assignment makes sure that the lessons learned are internalised and made as applicable as possible to the participant’s place of choosing. In this way, we really take place brand management from theory to practice. The head tutor will provide feedback on the assignment for the duration of the course.

The course consists of interactive webinars and guest lectures in its entirety. Live participation is highly recommended, but the sessions will also be recorded. Certification will be based on the completion of the assignment. If participants fail to deliver a completed assignment on time, a second opportunity to do so will be offered.