Branding of Tourists Attractions

2025/2026

Academic Year

ENG

Instruction in English

6

ECTS credits

Delivered at:

School of Management

Course type:

Compulsory course

When:

2 year, 1, 2 module

Instructors

Sazhina, Aleksandra

Shestakova, Ekaterina

Course Syllabus

Abstract

How the brand of the cities and other locations is created? What are specifities of creation of brand? Students will learn the answers to these questions. And will investigate the brightest examples of touristic brands.

Learning Objectives

• - To understand the role of place brand from the perspective of various stakeholders (the government, business, society, residents) - To apply appropriate methods in researching place brand - To assess the role of place brand within an overall strategy of places

Expected Learning Outcomes

• Analyze the evolution of place branding
• Apply basic concepts and terms of place branding in the analysis of place branding strategies
• Argues for the need to create a place branding
• Assesses the present state of place marketing and place branding in a particular places
• Formulates the terms of reference for the development of place brand attributes

Course Contents

• The role of place branding in local and regional economic development strategies
• Place branding stakeholders
• Place branding strategy: Segmentation, Targeting and Positioning
• Place Branding Value Proposition
• Instruments of place branding
• Place brand attributes
• Touristic brands on the example on the souvenirs, festivals and videos

Assessment Elements

• Экзамен (защита проекта) Exam, project presentation
  No more than 3 people in a group: Select any geographical object (village, town, city, country) that does not yet have a clear place brand and Propose your own place brand concept. The concept should include the following elements: Why did you choose this particular place? Why does this place need a brand? Target audience Key value|s Place brand attributes (name, logo, colours, values, characters etc. ) Tools of place branding (Event Hallmarking, Сultural and historical objects etc.) Presentation should last no more than 15 min
• Работа на семинарах (seminars)
  Every seminar you will have a task to prepare – all tasks will be posted on Smart Lms in a week
• Individual presentations
  As a warm-up, each seminar will begin with an IP. You make such an IP once in 2 modules. You have to decide who will give the presentation next time (16/09/2023 – 1 or 2 people). Presentation topic: Place brand that inspires me: Why does this place brand inspire you? Target audience Key value|s Place brand attributes (name, logo, colours, characters etc. ) Tools of place branding (Event Hallmarking, Сultural and historical objects etc.)
• Анализ сувениров (analyze of the souvenirs)
  The analyse of the souvenirs of the territory

Interim Assessment

• 2025/2026 2nd module
  0.2 * Individual presentations + 0.2 * Анализ сувениров (analyze of the souvenirs) + 0.2 * Работа на семинарах (seminars) + 0.4 * Экзамен (защита проекта) Exam, project presentation

Bibliography

Recommended Core Bibliography

• A research agenda for place branding, Medway, Dominic, 2021

Recommended Additional Bibliography

• An insider's guide to place branding : shaping the identity and reputation of cities, regions and countries, Kaefer, F., 2021

Authors

• Sazhina Aleksandra Ildarovna