Skip to main content

One-day Masterclass in Place Marketing and Branding

On the 26th of May, IPM will be hosting its second masterclass following on from the successful session on Place Leadership held in January. This Masterclass will cover the topic of Place Marketing and Branding.

Why join the Masterclass?

Directly linked to our taught MSc in Place Management and Leadership, this one-day masterclass introduces you to the essentials of effective place marketing and branding. With lockdown restrictions easing marketing activity is focused on 'welcoming back', but places are complex and contested, with many stakeholders involved in making the place 'product' and many audiences consuming it. Corporate marketing techniques need significant adaptation to be relevant in place marketing and some approaches are just not applicable at all. Find out from leading scholars and practitioners in the area how you can improve your place marketing and branding, so it has a positive and longer-term impact on people's engagement and perception of your place.

The masterclass will be led by IPM Co-Chair, Professor Cathy Parker and IPM Directors Professor Gary Warnaby and Dr Steve Millington, with practical skill-building sessions from leading practitioners.

The masterclass will cover:

  • Definitions of place marketing and branding - and how they differ from corporate marketing and branding
  • Practical and effective place marketing and branding - real-world examples of campaigns and strategies that deliver
  • Digital place marketing - using technology to curate and amplify your message
  • Placefulness - discovering and promoting the unique and special

Session Details

Date Wednesday 26th May 2021
Time 10-4pm
Delivery Method Online (Via Zoom)
Cost £100 or £300 for non-members

Session Schedule

Time Descriptor Speaker
10.00-10.05 Welcome and introduction to the masterclass Professor Cathy Parker
10.05-10.25 An introduction to place marketing and branding Professor Gary Warnaby
10.25-10.30 Q&A
10.30-12.30 Panel session: Place marketing and branding in practice
10.30-10.40 Introduction and session brief Professor Cathy Parker
10.40-11.00 Place Branding John Till, Thinking Place
11.00-11.20 Place Marketing Elke Dens, Visit Flanders
11.20-11.40 The role of digital in place marketing and branding Dr Jackie Mulligan, Shopappy
11.40-12.00 Interactive activity  Professor Cathy Parker
12.00-12.30 Roundtable discussion place marketing, branding and digital
12.30-13.00 Lunch break
13.00-14.00 Strategies and Frameworks for place marketing and branding Professor Cathy Parker
14.00-14.15 Break
14.15-15.30 Focus on digital place marketing skills Dr Brendan Keegan
15.30-16.00 What next? Dr Steve Millington

If you are interested in attending the masterclass, please fill out this short form

Back to top