Duration: 7 working weeks
Number of hours: 14 hours (3 lectures, 11 interactive webinars) + 10 hours of self-study
Starting date: May 17, 2021
Head tutors: Robert Govers in collaboration with Martin Boisen and Mihalis Kavaratzis
Guest speaker: Simon Anholt
Certificate of completion: yes
Price: 1799 EUR
Max No. of participants: 18
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See also: Frequently Asked Questions
This course is meant to provide practical guidance in the area of place brand monitoring and measurement. It is therefore suitable for anyone who is or should be concerned about the reputation management for a city, region or country. Particularly
researchers, senior government officials and those in externally facing agencies such as the tourism management organisation, investment and export promotion agency, international affairs / public diplomacy units, or talent attraction bureau should participate. The rest of the list of potential participants is long and might include, but is not limited to, representatives of: chambers of commerce, labour and sector organisations, sports clubs, cultural institutions, major exporters and local businesses, Olympic committee, real estate developers, hospitality and travel companies, media agencies, tech clusters or event organisers. If the course is used as an internal educational programme for a place branding unit and its recruitment, it is advisable to consider people with the following backgrounds. They should all have received higher education (or have equivalent experience) in disciplines such as: public policy, political science / international relations, consumer psychology, marketing, communications, geography, anthropology, architecture, urban planning, design, economics, or research.
In this course you will gain an initial understanding of how to monitor place brands’ key performance indicators. We will look at impacts, outcomes and outputs in the area of image and reputation measurement, identity research, (social) media analysis and various indexes in detail (nation and city brand indexes as well as the Good Country Index).
This course is built around interactive webinars and guest lectures in its entirety. Live participation is therefore essential; and certification will be based on attendance.
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 Place Marketing at Manchester Metropolitan University, 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 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 >
coined the term ‘nation brand’ and is the world’s leading expert on national image. He has written 6 books and advised the governments, Presidents and Prime Ministers of 56 nations. He founded the Nation Brands and City Brands Indexes in 2005 and the Good Country Index in 2014.see bio >