Overview

Cities, regions, and countries have, in the post-pandemic era, significantly ramped up their capacity in marketing, communications, branding, tourism, economic development and resident engagement. As cities cope with increased migration, climate action mitigation and sustainability goals, shifting work patterns, and increased tourism competition, the need for trained personnel who understand the nuances of place branding strategies and implementation is growing exponentially.

This wide-ranging course will be led by a team of academics with industry experience working in cities and countries in North America, Europe, Africa and the UK. Embedded in the degree will be access to world-leading professionals and firms, agencies, government bodies, DMOs and people working in the field from all over the world. It will encompass four core modules and a major project. There will be an opportunity to work towards a real-world client problem or brief for credit.

Graduates of this course will gain a Masters of Arts in a discipline that offers diverse employability prospects, while professionals seeking further academic training will learn transferable skills ideal for further career development, while also deepening awareness and understanding of the pressing issues facing cities, regions, countries and even neighbourhoods today.

Careers

Diverse career pathways are available in both private and public sectors, fulfilling branding, communication, public relations, community engagement, stakeholder management, political and public administration roles.

Marketing positions exist across the tourism and hospitality sector, as well as in cultural institutions, museums, galleries, attractions, and promotional agencies. There’s also potential expansion for new roles to be found in the public sphere – BIDs (Business Improvement Districts), Boroughs, Councils small towns and distinct urban centres and neighbourhoods.

The private sector offers opportunities such as advertising and PR agencies pursuing place-related clients, as well as the property management and development sectors. Finally, opportunities exist within the broader scope of festivals/events, public art, culture and retail development.