Non-Product Branding's Effect on Business

Catalog description

This course aims to introduce students to the fundamental concepts and principles of branding and marketing in the context of places (cities, nations, regions). We will explore key concepts and terminology in the following fields: public diplomacy, marketing, nation, and destination branding and place positioning with a strong emphasis on the economic value of places as brands. Through several case studies, we will examine the rise of nation branding and how the information revolution has brought about a fundamental paradigm shift that has affected the goals and methods of traditional policy making, diplomacy and marketing. The course is taught from a practitioner’s POV and will shed light on the impact the information revolution has had on the core practice of diplomacy, how places present themselves, manage their reputation and handle crises.