Duration: 7 working weeks
Number of hours: 21 hours + 10 hours of self-study
Starting date: March 2022 – week 9
Head tutor: Martin Boisen
Guest lecturers: place brand managers from Barcelona, Ghent, Oslo, and The Hague
Certificate of completion: yes
Price: 1799 EUR
Registration deadline: January 15, 2022
Max No. of participants: 15
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
This course presents the state-of-the-art on 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 of 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, academics.
The course is built around four in-depth case studies, which will be presented to you by practitioners involved in the day-to-day place brand management of four European cities who are applying (part of) the theoretical framework in practice: Barcelona (Spain), Oslo (Norway), The Hague (The Netherlands) and Ghent (Belgium). The practitioners will present how they are working with place brand management in their respective places, both on a strategic and a day-to-day level. They will share their own personal experience. What they have found to be working and what they struggle 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 module ends with what we call ‘after-talk’. This is meant to be an hour of honest reflection amongst peers, discussion and Q&A 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 own 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 centered on that place. This assignment makes sure that the lessons learned are internalized and made as applicable as possible to the participant’s own 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 completion of the assignment. If participants fail to deliver a completed assignment on time, a second opportunity to do so will be offered.
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 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 >