City Marketing

SPREAD takes part in teaching at the Karel de Grote University College in Antwerp, Belgium, with the course 'City Marketing. From Sales Strategies to Place-Making Tactics'

City Marketing, also known as City Branding (or Place Making), is a rapidly expanding practice whose objective is to construct the image of a city. Being this the starting point for developing a city’s brand, it is also the basis for raising a policy to pursue economic expansion and, at the same time, it serves as a conduit for city residents to identify with their own city, impacting in their daily life, economically, socially and culturally.

During March 4th-8th, 2020, Postdoctoral Research Fellow Rosana Rubio-Hernández was invited to teach this course on city marketing at the Business for Exchange Programme, within the Erasmus+ Teaching Mobility Program and together with Professor Miguel Ángel Díaz Camacho from the Camilo José Cela University in Madrid. Thirty three students from various European countries attended the course and worked in a branding project for the cities of Amsterdam, Cape Town, Medellin, Melbourne, Seville, and Venice.