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.
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.