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One-day Masterclass in Place Marketing and Branding

Please note we will be hosting another masterclass in 2022, The date is yet to be confirmed but it will most likely take place in May 2022

On the 26th of May 2021, IPM hosted its second masterclass following the successful session on Place Leadership held in January. This Masterclass covered 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 covers:

  • 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 May 2022
Time 10-4pm
Delivery Method Online (Via Zoom)
Cost £100 or £300 for non-members

Schedule for 2021

Time Descriptor Speaker
10.00-10.05 Welcome and introduction to the masterclass  
10.05-10.25 An introduction to place marketing and branding  
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  
10.40-11.00 Place Branding  
11.00-11.20 Place Marketing  
11.20-11.40 The role of digital in place marketing and branding  
11.40-12.00 Interactive activity   
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  
14.00-14.15 Break
14.15-15.30 Focus on digital place marketing skills  
15.30-16.00 What next?  

If you are interested in attending the masterclass, please get in touch with us via 

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