Цель дисциплины - формирование у студентов теоретических знаний в области территориального брендинга на английском языке, умение обосновывать применение территориального брендинга с целью развития конкурентоспособности территориальных образований на практике.

Место дисциплины в структуре ООП (предшествующие дисциплины):

Результаты обучения выпускника
Код Результат обучения (компетенция) выпускника ООП
ПК-23
способен добиться своих целей путём переговоров, заключить договорённости, в том
числе с учетом кросскультурной идентичности
ИД-4
ПК-23
Применяет протокол коммуникации на основании анализа культурной и этноспецифики
Планируемые результаты изучения дисциплины
знания:
• знает основные понятия и принципы реализации территориального брендинга;
методологию аудита ресурсов территории;
умения:
• умеет ставить и корректировать видение, цели, задачи, интегрирующие кросс-культурный
и международный контекст территориального брендинга; применять коммуникативные
навыки продвижения бренда территории с помощью компьютерной презентации, в виде
научной публикации, доклада, выдвижения и защиты проекта; - формировать структуру
затрат на брендинг территории и оценивать прямые и косвенные эффекты от брендинга
территории по видам стейкхолдеров
навыки:
• владеет методами анализа имиджа территории; креативными умениями и навыками в
практике анализа концептов позиционирования территорий.

Виды учебной работы
Виды учебной работы
Трудоемкость по семестрам
Очная форма
Лекционные занятия 16
Практические занятия 32
Самостоятельная работа 24
Часы на контроль 36
Общая трудоемкость освоения дисциплины
108, ач
3, зет
Формы текущего контроля и промежуточной аттестации
Формы текущего контроля и промежуточной
аттестации
Количество по семестрам
Очная форма
Промежуточная аттестация
Экзамены, шт. 1
3
Содержание разделов и результаты изучения дисциплины
Раздел дисциплины Содержание
1. Branding as a key factor to sustainable place development in terms of global competitiveness
1.1. Goal-setting for Place
Branding and attractiveness for
resources
Geopolitical and geo-economic competition.
Branding for sovereign Nation-State, for an intergovernmental
integration (e.g., European Union), a region (Europe; Siberia; Scotland,
etc.), a country, a city.
Terms of Place, Territory, Market, Landscape, Space, Area - geographic
and demographic issues, natural resources as minerals and as tourist
attraction.
Concepts of Marketing; Brandin; Communication.
Resources to be attracted: differentiation of labor migration
(intellectual migration, brain drain), stimulation for foreign investment
and tax policies (profit drain), extracting business' activities (nature
destruction), employment evolution (unemployment and social
protection concerns).
1.2. Contradictions between
different targeted groups' interests
and motivations
For the business attraction purposes, the real practices of economic
development demonstrate the activitives to create and support their
brands.
Gaps are identified between policy and practicality, that demonstrate
that place branding has the potential to be ‘high-road’ policy given its
utility in business attraction. The limiting factors for the ability of a
place brand to attract investment.
1.3. Local population and external
audience
Infrastructure: business networks; social services; intellectual property
market; transportation and leisure options.
Place branding as an integral part of local and regional economic
development strategies in the global competition for business
investment. Analysis of the business'' strategy considering delocation
and relocation.
2. Place branding in the overall strategic place development management
4
2.1. The country-of-origin effect
(COE), S. Anholt typology, and
other approaches to Nation
branding
The country-of-origin effect (COE), also known as the made-in image
and the nationality bias. Positive and negative country-of-origin effect
(COE). Historical factor, halo effect.
Services and products differentiation, affined country' image. G.
Hofstede, Trompenaars analysis of national cultures.
S. Anholt study, Anholt-GfK Roper City Brands Index.
FutureBrand country brand index on the basis Hierarchical Decision
Model (HDM) which involves determining an individual's awareness,
familiarity, association, and preference towards a country's brand.
2.2. Policies and technologies of
City Branding
City markering and City branding. Goal to turn a City from a location
into a destination.
Nation, region, civilisation and City identity. History, quality of liafe in
a place and lifestyle, culture, complexity and diversity.
Proactive forming cooperative partnerships between city municipalities
and government in order to enhance the city' infrastructure.
2.3. Industrial and innovative
Clustering
Proximity concept. Geographical and institutional proximity as a basis
for clustering.
Interpration of Place branding as a ‘high-road’ policy with substantive
and effective merits and a ‘low-road’ policy that is generally inefficient
and ineffective at fostering sustainable economic growth.
Ponctual branding within the economy of knowledge - requirements
and expactations of producers of intellectual assets, the infrastructure
for intellectual and entrepreneurial activity and transfer of knowledge.
2.4. Spontaneuous branding and
its management
Strategic vs. Organic Place Branding. Social media as a tool for
individiuals' reviews, impressions and comments. Security of reviews
in the private business, cybersecurity on the national level. Seoul'
branding and Gangnam style' case as the example of failed branding.
3. Approaches to evaluate place branding efficiency
3.1. Communication efficiency
assessment for place branding
Mistakes of communication and branding for a territory. The
overreliance on visual identities and narratives. Poor communication of
the brand information. The overemphasis on presenting quality of life
and affordability.
3.2. Financial measurement of
place branding' efficiency
Opportunities for prosperity. Brand equity. Goodwill for private
companies and their intangeable assets; "made in" prime for country'
national products and services' price. Brand finance methodology and
rankings for nation' branding.