Pós-graduação Placebrand e Placemarketing

Place and Corporate Brands_

In the current global era, marked by uncertainty and intensified by the challenges of Artificial Intelligence (AI), both Countries, Regions, Cities and Companies must compete internationally to gain and expand visibility and trust, in order to attract and increase customers and partners to Companies; qualified residents and tourists to Places; talent, investment, employment, demographic rejuvenation, exports, and other economic growth and internationalization drivers to Places and Companies. It is proven that any Place or Company - regardless of it size, location or resources - has unique characteristics that can deliver exclusive benefits to specific markets. This includes turning weaknesses and problems into opportunities for positive differentiation, through the conception of a competitive, global and sustainable brand that also integrates the benefits of AI. If you are a policymaker who wants to learn how to create a Place Brand perceived as added value that also encompasses corporate potential; or if you are an entrepreneur looking to increase profits by leveraging the business opportunities provided by Placebranding; or if you wish to become specialize in these subjects—this Postgraduate Program is for you!

Type
Postgraduate

Calendar
February to June | 6 months

Schedule
Classes 6:30 pm to 10:30 pm (Tuesdays) l Webinars 6:30 pm to 8:30 pm (Thursdays)

Language
English

Faculty

Denise Henriques
José Crespo de Carvalho

Investment
3.990€

1st phase of applications | 15% discount
3.391,50€

Why choose this postgraduate course_

Topical Content

Multidisciplinary and disruptive in Higher Education and Executive Training, due to the innovation and relevance of the subject matter, as well as the practicality of the classes and webinars, taught by experts and field professionals who share their extensive international experience with participants.

Methodology

Focused on real and current cases, disseminating best international practices through after-work schedulle with: 1) E-learning classes; 2) Online webinars led by top international experts in Placebranding and Place Marketing, CEOs, and political-institutional decision-makers; 3) In-person moments including a Networking Welcome Meeting, Field Visit and Immersive Weekend.

Networking

Offers a unique networking experience among participants and experts in Placebranding and Place Marketing, political-institutional decision-makers, top managers, entrepreneurs, and investors established in Portugal, the Portuguese diaspora network and Portuguese-speaking countries.

Immersive weekend

Includes an immersive weekend where participants present their Project on Place and Corporate Brand Management, applying the knowledge acquired. The weekend also features a lively gathering where participants are challenged to cook dinner in a show cooking session using excellent Portuguese products and wines, guided by a Chef.

Faculty Expertise

Includes some of the most experienced and renowned professionals in Placebranding and Place Marketing.

Speaker Expertise

Features internationally recognized foreign experts in Placebranding and Place Marketing, as well as top decision-makers and managers.

Find out more about the programme and book a meeting_

Interested in finding out more?

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To whom?_

Designed for those, regardless of their academic or professional background, want to:

Turn a place into a brand that attracts investment, talent, residents, tourism, and other benefits;

Make a company increasingly competitive internationally by leveraging placebranding;

Enhance the symbiosis between place and corporate brands by integrating AI and creating a competitive, global, and sustainable identity that drives growth and internationalization.

Partners_

Faculty and Speakers_

Structure of the Program_

Fundamentals of Place Branding and Place Marketing

Intelligent Places: Public Policies and Public-Private Models

Design Thinking: AI in Place and Corporate Branding

From Local to Global: Product Internationalization Strategies

Identity and Corporate Image of Smart Places

Intelligent Marketing for Placebranding

Competitiveness and Strategic Selling of Cities, Regions, and Nations

Digital Communication of Places and Smart Places

AI and Sustainable Management of Place and Corporate Brands

Portugal Country Brand Sells

Spain Country Brand: Challenges and Opportunities

Brand(s) of Portugal: Practical Case Applications

Webinar 1 | Competitive Identity & Inteligent Places
Webinar 2 | Brands, Leadership and Artificial intelligence

Webinar 3 | Lusophone Brands: from Tradition to AI

Webinar 4 | Placebranding 3.0
Webinar 5 | Diaspora empowering Smart Places and Businesses

Webinar 6 | Inter Regional Inteligent Placebrand
Webinar 7 | Brand(s) (of) Portugal l

Webinar 8 | Designed in Portugal with AI

Webinar 9 | Soft Power
Webinar 10 | Talent Atraction

Directors_

José Crespo de Carvalho

Denise Henriques

Tuition and Payment Schedule_

Tuition fee_

- The investment in the program is 2.000€
  This amount includes:
  - _Access to ISCTE-IUL library;
  - _Access to ISCTE-IUL VPN.

Payment Schedule_

Application fee - 100€

Registration fee - 190 €

Payment Schedule	Date	Percentage
1ª Installment	Upon registration	25%
2ª Installment	March 2026	25%
3ª Installment	April 2026	25%
4ª Installment	May 2026	25%

Applied Online | Postgraduate
Placebrand and Place Marketing

Advanced Skills Set.

Place and Corporate Brands_