AMeTICE - Enseigner et apprendre avec le numérique

Akin to company branding, place branding involves the construction of identity applied to a nation or a region. This is for the purpose of projecting a positive image to an external audience. It is a form of communication destined to a variety of audiences and is used for purposes such as tourism, trade and international relations. Found in both the public and private sectors it is becoming essential as the notions of soft power and influence gain increasing importance in a globalised world.

This course will provide students with an introduction to the theory and practice of place branding primarily through case studies of campaigns for various places and cultures. Attention will be given to the forms of communication used, aiming to establish a pattern of practice and tools for evaluating degrees of success.
Among the questions for consideration :

What are the keycommunication concepts involved in branding?
How are they adapted to the notion of place?
What motivates this activity?
How is it done in practice?
How can we evaluate its effectiveness?

Diplôme inter-universitaire Islamologie : principes, enjeux, applications dans la France contemporaine
Durée de la formation : 1 an - 160 h et 24 heures d'accompagnement méthodologique