Pós-graduação Placebrand e Placemarketing

Places and Business Brands empowerment_

In the global and digital era, both countries, regions and cities, as well as companies, have to compete worldwide to achieve, maintain and increase the visibility and trust that attract, and retain, customers and partners to companies; qualified residents and tourists to places; talent, investment, employment, demographic rejuvenation and exports, among other benefits that generate growth, in both cases. It is proven that any place or company - regardless of its size, location or resources - has unique characteristics that allow it to provide exclusive benefits to certain markets, which includes transforming weaknesses and problems into opportunities for positive differentiation, through the conception of a competitive brand. If you are a political decision-maker, or an institutional board, and want to know how to create a place brand, which is perceived as an added value and also encompasses the potential of companies; if you are a entrepreneur and want to increase profits by taking advantage of the business opportunities brought by the place brand; or if you want to become specialized in these topics, this Postgraduate degree is for you!

Type
Postgraduate

Calendar
February to May | 4 months

Schedule
6:00 pm to 10:00 pm (Tuesdays) l 6:00 pm to 8:00 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_

Current content

Disruptive and multidisciplinary, different from the existing training offer in higher education due to the innovation and relevance of the subject and because, in addition to practical classes, it presents webinars and meetings where those who are on the ground bring their vast experience of Portugal, the countries of the Lusophone diaspora and Portuguese-speaking countries to the participants.

Methodology

Learning focused on real and current cases, disseminating best practices at international level, through: 1) e-learning classes; 2) Webinars in online format, organised by political and institutional decision-makers; CEOs and CFOs; large, small and medium-sized entrepreneurs; international investors; designers and marketeers; 3) face-to-face moments that include a Network Welcome Meeting, a Field Trip and an Immersive Weekend.

Networking

It offers a unique networking experience between participants and experts in Placebrand and Place Marketing, political and institutional decision-makers, top managers, entrepreneurs and investors based in Portugal, in the Portuguese diaspora network and in Portuguese-speaking countries.

Immersive weekend

It involves an immersive weekend, during which the Place and Corporate Brand Management Project is presented and the participants apply the knowledge they have learnt, as well as a lively get-together in which, through show cooking, the participants are challenged to cook dinner with excellent Portuguese products and wines, under the guidance of a chef.

Faculty Expertise

Its lecturers are some of the most experienced and reputable professionals in the field of Placebrand and Placemarketing.

Speaker Expertise

Speakers include some of the most recognised experts in the field, as well as top decision-makers, managers, entrepreneurs and investors.

Find out more about the programme and book a meeting_

Interested in finding out more?

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To whom?_

Aimed at anyone who, regardless of their training or area of work, wants to learn how to turn a place into a brand that attracts investment, talent, residents and tourism, among other added values, make a company increasingly competitive internationally by making the place brand profitable and boost the symbiosis between place brands and corporate brands, in a mutual leverage that gives them a global, digital and sustainable competitive identity.

Partners_

Faculty and Speakers_

Estrutura prevista do programa_

Fundamentals of Placebranding and Placemarketing

Public Policies and Public-Private Models of Place Branding - (studies in Portugal and abroad and Benchmarking)

Sustainability Management for Places and Companies

Management and Internationalisation of Place and Corporate Brands

Corporate and Place Identity and Image

Placebranding Positioning

Competitiveness of Places, Cities and Countries: Brand Perspective

Structural Elements of Place Sales

Digital Communication for Places and Smart Places

Design Thinking Approaches

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.

Places and Business Brands empowerment_