Estudia

1. Introduction to Marketing & The Transnational Shift Marketing Fundamentals

          1.1. Foundational Marketing & Transnational Frameworks

          1.2. Transnational vs. International Marketing Strategy. Core frameworks for cross-border expansion and the EPRG schema.

          1.3. Transnational Consumer Behavior & Cross-Cultural Drivers Marketing Fundamentals.

          1.4. Transnational Segmentation & Target Marketing (STP) Marketing Fundamentals.

2. Global Brand Equity & Strategic Positioning Architecture Marketing Fundamentals.

          2.1. Social Innovation & "Urban Resilience" as Brand Equity The Framework

          2.2. Pop-Culture, Media, and Screen Tourism Marketing

          2.3. Retail Localization & Flagship Architecture

3. The Origins of Place Branding

          3.1. Place brand Strategy

          3.2. Place brand Performance

          3.3. Cultural Capital & Brand Ritualization

4. Strategic De-Marketing, Premiumization, and Crisis Turnarounds

• Mabillard, Vincent (2023). Place Branding and Marketing from a Policy Perspective : Building Effective Strategies for Places. London: Routledge Catàleg
• Greg Richards and Lian Duif (2019). Small Cities with Big Dreams : Creative Placemaking and Branding Strategies. Routledge.
• Robert Govers & Frank Go (2009). Place Branding: Glocal, virtual and physical identities, constructed, imagined and experienced. Palgrave Macmillan.
• Sirkeci, I?brahim. (2013). Transnational marketing and transnational consumers (1st ed. 2013.). Heidelberg ;: Springer Catàleg

Activitats d'avaluació:

4 CONTINUOUS ASSESSMENT ACTIVITIES
TO DETERMINE THE FINAL GRADE, THEY WILL BE WEIGHTED AS FOLLOWS:

10% Class participation

10% Individual essay

30% Group Essay

50% Exam

TO PASS THE SUBJECT: It is mandatory to pass the exam with 4 in order to calculate the average with the remaining assessment activities.

In cases where the teaching staff has doubts regarding the authorship of any assessment task, the student may be called for an in-person or synchronous online interview (which may be recorded). The purpose of this interview is to verify the student's knowledge and skills and to guarantee the authenticity and authorship of the assessment. If it is not possible to guarantee that the student is the author of the work, it will receive a failing grade.

A MINIMUM OVERALL GRADE OF 5 IS REQUIRED TO PASS THE SUBJECT.

Criteris específics de la nota «No Presentat»:
Students who do not take one of the two exams will not be able to pass the course.

Avaluació única:
Exceptionally, students may request the single assessment system. By opting for this system, they waive their right to continuous assessment.

Applications for single assessment must be submitted to the academic registry within the first ten teaching days of the academic period in which the subject begins. In this case, the second semester.

Students authorized for single assessment will take a single exam (covering both practical and theoretical aspects of the subject) on the scheduled date. This date will be published before the start of the semester and will take place before the end of the continuous assessment period. This exam will include the possibility of a retake during the designated resit week.

To pass the subject, a minimum grade of 5 is required.

Requisits mínims per aprovar:
To pass the subject, a minimum grade of 5 must be obtained.

It is mandatory to pass the exam with 4 in order to calculate the average with the remaining assessment activities. If not, the student must do the recovery exam and in case that is also suspended (less than 4), the subject will be suspended.

In-person or remote tutoring sessions will be available upon request, with at least one week's notice during face-to-face classes. Students can also request tutoring via email.
Tutoring schedules will be personalized at the time of the request, based on the availability of both the students and the professor.