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.
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:
|Date||Wednesday 26th May 2021|
|Delivery Method||Online (Via Zoom)|
|Cost||£100 or £300 for non-members|
|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|
|10.30-12.30||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|
|13.00-14.00||Strategies and Frameworks for place marketing and branding||Professor Cathy Parker|
|14.15-15.30||Focus on digital place marketing skills||Dr Brendan Keegan|
|15.30-16.00||What next?||Dr Steve Millington|