Course Number 1231-3945-01
Course Name Non-Product Branding : Nations & Places
Academic Unit The Coller School of Management -
Business Administration
Lecturer Mr. Ido AharoniContact
Contact Email:
Office HoursBy appointment
Mode of Instruction Lecture
Semester Units 1
Semester 2022/3
Date Range 06/08/2023 - 10/08/2023
Hours 17:15-20:45
Building Recanati - Management
Room 303
Studies are held daily, on dates specified above, Course is taught in English
Syllabus Not Found

Short Course Description

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.

Full Syllabus
Course Requirements

Students may be required to submit additional assignments
Full requirements as stated in full syllabus

The specific prerequisites of the course,
according to the study program, appears on the program page of the handbook

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