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Estudia a la UdG

Dades generals

Curs acadèmic:
2020
Descripció:
Crear, gestionar i monitoritzar la imatge, marca i reputació d’una ciutat.
Crèdits ECTS:
3

Grups

Competències

  • 3. Avaluar la pròpia activitat i el propi aprenentatge i elaborar estratègies per a la seva millora
  • CG.6. Analitzar els fets a partir d'una guia externa, identificant les causes i expressant l'opinió personal de forma sintètica.
  • CE.2. Gestionar estratègicament la comunicació.
  • 23. Utilitzar tècniques, mètodes i models bàsics de les disciplines turístiques
  • CE.13. Diferenciar i utilitzar tots els elements visibles i no visibles que constitueixen una Imatge.

Continguts

1. Introduction to the concepts of image, brand and reputation management of cities.

2. The five steps to create and implement a good image and brand strategy in different cities.

3. The most common problems when creating a city image and brand strategy.

4. The usefulness of a good image and city brand strategy to attract tourism, investment and talent.

5. Quality, innovation, positioning and internationalization: Case studies on how to apply a successful city image and brand strategy around the world.

6. City reputation management: Definition, characteristics and monitoring.

Activitats

Tipus d’activitat Hores amb professor Hores sense professor Hores virtuals amb professor Total
Anàlisi / estudi de casos 3,00 6,00 0 9,00
Exposició dels estudiants 3,00 6,00 0 9,00
Resolució d'exercicis 0 6,00 0 6,00
Sessió expositiva 6,00 0 0 6,00
Treball en equip 3,00 30,00 0 33,00
Tutories de grup 6,00 6,00 0 12,00
Total 21,00 54,00 0 75

Bibliografia

  • Anholt, S. (2010). Introduction. Dins (Ed.), Places: Identity, Image and Reputation (, p. 1-8). Palgrave Macmillan.
  • Anholt, S. (2010). Chapter 1: Images of place: Is this about marketing, or isn't?. Dins (Ed.), Places: Identity, Image and Reputation (, p. 9-19). Palgrave Macmillan.
  • Avraham, E. (2004). Media strategies for improving an unfavourable city image. Cities, 21(6),
  • Braun, E.; Kavaratzis, M. and Zenker, S. (2013). My city - my brand: The different roles of residents in place branding. Journal of Place Management and Development, 6(1),
  • Kavaratzis, M. (2004). From city marketing to city branding: Towards a theoretical framework for develo. Place Branding, 1(1), 58-73
  • Lucarelli, A. and Berg, O.B. (2011). City branding: A state-of-the-art review of the research domain. Journal of Place Management and Development, 4(1), 9-27
  • Parkerson, S. and Saunders, J. (2005). City branding: Can goods and services branding models be used to brand cities?. Place Branding, 1(3), 242-264
  • Place Marketing and Branding Manifesto (2015). European Place Marketing Institute.
  • Trueman, N.; Cook, D. and Cornelius, N. (2008). Creative dimensions for branding and regeneration: Overcoming negative perceptio. Place Branding and Public Diplomacy, 4(1), 29-44
  • Govers, R. (2018). How we become admired (Chapter 4). Dins (Ed.), Imaginative Communities (, p. 57-73). Reputo Press.

Avaluació i qualificació

Activitats d'avaluació:

Descripció de l'activitat Avaluació de l'activitat % Recuperable
Reflexion Exercise 1 – Written reflection Analysis, interpretation, research and critical thinking 15 No
Reflexion Exercise 2 – Oral Presentation of Case Study Attractive visualization, oral expression, verbal and non-verbal communication, engagement, critical thinking 15 No
Group Project Analysis, teamworking skills, problem solving, research, critical thinking and decision making 45
Final Presentation Attractive visualization, oral expression, verbal and non-verbal communication, engagement, critical thinking 25 No

Qualificació

Reflexion Exercises: Analysis, interpretation, research and critical thinking
Group Project: Analysis, teamworking skills, problem solving, research, critical thinking and decision making
Final Presentation: Attractive visualization, oral expression, verbal and non-verbal communication, engagement, critical thinking

Criteris específics de la nota «No Presentat»:
Qualification: it will be the sum of the evaluation activities defined above. A student will be considered ‘Not presented’ if s/he does not participate in assessments 3 and 4.

Avaluació única:
During the first ten days students are able to choose to do a unique final examination. They must send a formal requirement through email or Moodle to the teacher within this time period as well as a formal requirement to the Faculty’s academic secretary. The unique final examination will be an individual assignment to be submitted the last day of class.

Requisits mínims per aprovar:
A minimum grade of 5 must be obtained to pass the subject.

Tutoria

You can arrange a personal tutorial by sending an email to the teacher. She will respond to emails within a maximum of 48 hours on weekdays.

Comunicacio i interacció amb l'estudiantat

A public forum will be open in Moodle where all information related to the subject will be published to make sure all students have the same information. Students are welcome to ask questions as well. This channel will be the ordinary communication channel between the teacher and the students. Email communication is reserved for extraordinary reasons or to arrange tutorials.

Observacions

The objective of this subject is to offer an introduction on the creation, management and monitoring of the image, brand and reputation of cities. Destinations represent structures in constant transformation and are so complex that their image, brand and reputation cannot be created or managed by implementing standard marketing techniques used, of example, to sell toothpaste. Destinations – and cities in particular – need a different strategy to represent the always-changing reality and improve the place, not only for its citizens but also for attracting tourism, investment and talent in order to promote sustainable economic development.

Given the practical load of this subject, it is highly encouraged to attend class regularly. Since the subject is in English, all work must also be submitted in this language as well as the communication with the teacher. The quality of the work will be evaluated, not the level of the language. However, if the language prevents the teacher from understanding the student’s main arguments, this will impact the final grade.

Modificació del disseny

Modificació de les activitats:
In case of lockdown, all classes will be conducted as planned through GoogleMeet.

Modificació de l'avaluació:
In case of lockdown, all evaluation activities will be conducted as planned through GoogleMeet.

Tutoria i comunicació:
Tutoring and communication with students will be conducted as defined in the Tutoring and Communication tab in all scenarios.