Strategic Communication and Place Branding, 7.5 credits

Aims and objectives

General aims for first cycle education

First-cycle courses and study programmes shall develop:

• the ability of students to make independent and critical assessments
• the ability of students to identify, formulate and solve problems autonomously, and
• the preparedness of students to deal with changes in working life.

In addition to knowledge and skills in their field of study, students shall develop the ability to:

• gather and interpret information at a scholarly level
• stay abreast of the development of knowledge, and
• communicate their knowledge to others, including those who lack specialist knowledge in the field.

(Higher Education Act, Chapter 1, Section 8)

Course objectives

Knowledge and Understanding
After completing the course, students should show general knowledge of place- and nation branding theories and perspectives.

Skills and Abilities
After completing the course, students should be able to

• apply theories and concepts from the place- and nation branding literatures in practical communicational situations, and
• critically analyze nation- and place branding campaigns.

Judgement and Values
After completing the course the student shows the ability to

• based on different criteria, distinguish between appropriate and less appropriate working methods in place- and nation branding,
• critically review studies of place- and nation branding, and
• place branding in an historical and societal context.

Main content of the course

The course offers the students the opportunity to develop their knowledge about place- and nation branding. During the course, we will critically explore different facets of contemporary place branding practices, as well as discussing historical and theoretical foundations.

Teaching methods

Teaching may be conducted in the form of lectures, seminars and workshops.

Students who have been admitted to and registered on a course have the right to receive tuition and/or supervision for the duration of the time period specified for the particular course to which they were accepted (see, the university's admission regulations (in Swedish)). After that, the right to receive tuition and/or supervision expires.

Examination methods

Examination I, 5 credits (Code: A001)
Written PM.

Examination II, 2.5 credits (Code: A002)
Participation and peer review in seminar.

For students with a documented disability, the university may approve applications for adapted or other forms of examinations.

For further information, see the university's local examination regulations (in Swedish).

Comments on examination methods

Examination deadline
If the deadline for the examination is exceeded, the examiner will decide how the examination should be conducted and, when applicable, set the timeframe for it.

Supplementary assignments for a passing grade
The examiner may decide that a student who has not received a passing grade for the course may submit supplementary assignments instead of taking a re-examination. Supplementary assignments should be submitted to the lecturer within one week after the student is notified of the failing grade.

Grades

According to the Higher Education Ordinance, Chapter 6, Section 18, a grade is to be awarded on the completion of a course, unless otherwise prescribed by the university. The university may prescribe which grading system shall apply. The grade is to be determined by a teacher specifically appointed by the university (an examiner).

According to regulations on grading systems for first- and second-cycle education (vice-chancellor's decision 2019-01-15, ORU 2019/00107), one of the following grades is to be used: fail, pass, or pass with distinction. The vice-chancellor or a person appointed by the vice-chancellor may decide on exceptions from this provision for a specific course, if there are special reasons.

Grades used on course are Fail (F), Sufficient (E), Satisfactory (D), Good (C), Very Good (B) or Excellent (A).

Examination I
Grades used are Fail (F), Sufficient (E), Satisfactory (D), Good (C), Very Good (B) or Excellent (A).

Examination II
Grades used are Fail (F), Sufficient (E), Satisfactory (D), Good (C), Very Good (B) or Excellent (A).

For further information, see the university's local examination regulations (in Swedish).

Comments on grades

On 13 November 2018, the Vice Chancellor admitted an exception from the U-G-VG grading scale in favour of the A-F grading scale. From the autumn semester 2019, the A-F grading scale may be applied on international courses and study programmes (ORU2018/06084).

To pass the whole course, at least the grade E is required for each examination.
Grades A-E are converted to numbers 5-1. A weighted average mark is then generated based on the module credits of each part of the course. The full course grade is thus the result of a balanced average of the different parts of the course.

Grade A is given when the average mark is at least 4.5.
Grade B is given when the average mark is at least 3.5 but lower than 4.5.
Grade C is given when the average mark is at least 2.5 but lower than 3.5.
Grade D is given when the average mark is at least 1.5 but lower than 2.5.
Grade E is given when the average mark is lower than 1.5.

Specific entry requirements

General entry requirements.

For further information, see the university's admission regulations (in Swedish).

Transfer of credits for previous studies

Students who have previously completed higher education or other activities are, in accordance with the Higher Education Ordinance, entitled to have these credited towards the current programme, providing that the previous studies or activities meet certain criteria.

For further information, see the university's local credit transfer regulations (in Swedish).

Other provisions

The course is given in English.

Transitional provisions

Should the course undergo changes to such an extent that it is not possible to examine the student in accordance with this course syllabus, opportunities for special examination sessions will be provided in accordance with the university's local guidelines. If this occurs, the university will inform the students involved.

Reading list and other teaching materials

Required Reading

Angell, Svein Ivar & Mordhorst, Mads (2015)
"National Reputation Management and the Competition State: The cases of Denmark and Norway". Journal of Cultural Economy 8(2), 184-201

Dinnie, Keith (2016)
Nation Branding: Concepts, Issues, Practice (2nd Edition)
Elsevier

Hanna, Sonja & Rowley, Jennifer (2008)
"An analysis of terminology use in place branding". Place Branding and Public Diplomacy, 4(1), 61-75

Kaneva, Nadia (2011)
"Nation Branding: Toward an Agenda for Critical Research". International Journal of Communication, 5(2011), 117-141

Additions and Comments
Additional reading includes articles of about 200 pages.