סילבוס

תוכן הקורס ומטרתו

This course aims to introduce students to the fundamental concepts and principles of non-product branding in the context of managing the reputation and performance of places, cities, regions and countries.

The course will explore key concepts and terminology in the following fields: public diplomacy, marketing, nation branding and place positioning with a strong emphasis on the economic value of places as brands.

Through several case studies and real-life examples, the class 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 will explore, from a practitioner?s point of view, the impact this revolution has had on the core practice of diplomacy, how places present themselves, manage their reputation and handle crises.

The course does not assume any specific previous knowledge of non-product branding. A general familiarity with the idea of places as brands should be a sufficient foundation.

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