International Event and Destination Branding - Expo 2015
Start date: June 2014 | Duration: 4 Weeks | Language: English
This branding course gives students a unique perspective and introduction to the concepts, techniques and use of branding for the international exposition to be held in Milan in 2015. International expositions both highlight the best and brightest of participating nations as well as give the host city and nation the chance to shine under the international spotlight.
This program will take participants behind the scenes to both venues as well as meet with industry professionals with an array of expert lecturers in the field. The program will culminate in a professional presentation of an interactive tourism destination project.
Level and Pre‐requisites: Introductory course; no previous studies within the field are required. Students should be familiar with concepts such as marketing, tourism, event management and media as well as concepts of sustainability. Students are encouraged to familiarize themselves with the major themes that will be presented:
Milano, Il Brand Channel: ; Perché Milano Expo 2015?
Learning Outcomes: Recognize the historical factors and key drivers in the destination development; Describe and identify the principles and components of Milano; Identify and discuss basic concepts, goals and effectiveness of featured Milano Expo; Understand the role and form communication plays in successful destination branding such as Milano Expo; Evaluate and analyze articles, press‐releases and editorials related to Milano Expo; Write effectively about personal experience in Milano.
Topics Covered: Destination branding best practices and tools; Communication of a destination best practices and tools Digital branding for destinations and countries; Milano capital of Expo, Fashion and Design.