Instructor (s): Oliver Sutton Email: suttono@arcadia.edu Course Title: Brand Barcelona: Marketing the City in a Globalized World Course Code: BARC BUSP 370 Subject: Marketing, Business, Communications Credits: 3 Semester/Term: Spring Fall Summer Course Description: Brand Barcelona is a 45- hour course, which aims: To critically examine how the city manages its image To critically examine why cities at this juncture in history need to convert themselves into globally recognizable brands To involve the students in primary research into some of the urban redevelopment projects, managed as private/public partnerships, which are currently shaping the future of the city. Just as industrialization in the 19th century determined the development and role of the city during the modern period, so the advent of the post- industrial economy and globalization is transforming the cities of the post- modern period. As economic control slips from the grasp of nation states, it is left to cities to compete amongst themselves for the investments and incomes that are necessary in order to replace their vanishing industrial base. What s more, in an age characterized by the mobility of both workers and businesses alike and the global reach of traditional and social media, cities are forced to transform and re- brand themselves as they try to adapt to this new geographical, economic and symbolic environment. Brand Barcelona: marketing the city in a globalized world examines this geographical, economic and symbolic environment and critically examine the success of the Barcelona Model of urban redevelopment, paying particular attention to the way in which marketing has extended its sphere of influence from the selling of commodities to the branding of places. This will involve a review of the emerging field of city branding focusing on how it has influenced urban redevelopment strategies. Students will carry out research into one of the current redevelopment projects that the city council of Barcelona is carrying out in conjunction with the private sector. Students will be encouraged to understand how these pubic- private partnerships work and the influence they have over such things as the built environment and urban practices. Arcadia University The College of Global Studies 1
Course Requirements: As well as providing a solid foundation in theory the course will also consider contemporary debates over the regeneration of Barcelona and will involve students in a first- hand examination of the business friendly way in which the city is represented both through promotional material and events as well as through development priorities and transformations to the built environment. Students will be made aware of how economic, cultural and symbolic considerations are united in the modern city as it seeks to turn itself into an engine for economic growth. Required Text Anholt, S. 2010. Places: Identity, Image and Reputation. Basingstoke: Palgrave Macmillan. ISBN: 0230239773; Cost: To Be Determined Belloso, J. 2011. The City Branding of Barcelona: A Success Story. In: Dinnie, K. eds. 2011. City Branding: Theory and Cases. Basingstoke: Palgrave Macmillan, pp. 118-123. ISBN: 9780230241855; Cost: To Be Determined Calavita, N. and Ferrer, A. Citizen Movements and Planners Power, in Marshall, T. (ed.) Transforming Barcelona (London: Routledge, 2004), 47-65. ISBN: 041528841X; Cost: To Be Determined Dinnie, K. City Branding, Theory and Cases (London: Palgrave Macmillan, 2011), 118-123. ISBN: 9780230241855; Cost: To Be Determined Harvey, D. The Condition of Postmodernity (Oxford: Blackwell, 2000), 66-98. ISBN: 0631162941; Cost: To Be Determined Kotler, P., Haider, D. and Rein, I. 1993. Marketing Places. New York: Free Press. ISBN: 074323636X; Cost: To Be Determined McNeill, D. Urban Change and the European Left: Tales from the New Barcelona, (London: Routledge, 1999). ISBN: 0415170621; Cost: To Be Determined Articles Florida, R. 2002. The Rise of the Creative Class, Washington Monthly, 34 (5), pp. 15- - 26. Friedman, A. Build it and they will pay; a primer on Guggenomics, The Baffler, Nov. 2002, Vol. 15, pp. 51-56. Kavaratzis, M. From city marketing to city branding: Towards a theoretical framework for developing city brands, Place Branding, Vol. 1, 1, 2004, 58 73. Arcadia University The College of Global Studies 2
Marshall, T. 1996. Barcelona fast forward? City entrepreneurialism in the 1980s and 1990s. European planning studies, 4 (2), pp. 147- - 165. pemb.cat. 2013. Visión 2020 «PEMB. [online] Available at: http://www.pemb.cat/es/vision- 2020/ [Accessed: 16 Sep 2013]. Zukin, S. 1995. The cultures of cities. Cambridge, MA: Blackwell. Assignments Course Requirements Percentages 1. Forum 10% 2. Attendance/participation 10% 3. Mid- term Exam 25% 4. Research paper 20% 5. Collaborative mixed media presentation 10% 6. Final Exam 25% Total 100% Fieldwork requirements and any required research papers or projects. There will be three field studies that will be carried out during class time: Field Study to Port Vell to study the Maremagnum port redevelopment. Field study to Barcelona Activa the business incubation centre where students will meet Jordi Sacristian of the city council s communication department. Field Study to the Raval to study the effects of gentrification. There will be one field study involving an overnight visit to another city to examine the city branding / urban redevelopment of that city. Field study to Bilbao including visit to the Guggenheim museum and the surrounding area. In addition each student will have to complete a paper before the midterm exam relating to the topic areas of the course and they will also be required to research in groups one of the city s current redevelopment projects and present it to the rest of the class. Arcadia University The College of Global Studies 3
Learning Outcomes and/or Expected Student Competencies: During the semester the students will attend a talk by representative of the communication department in the Barcelona town council and they will watch the documentary, A Requiem for Detroit? as well as several shorter extracts from documentaries or news reports. On completion of the course, students should be able to: Learning Outcomes 1. Identify key issues facing post- industrial cities of developed countries. 2. Discuss the entrepreneurial turn in city governance and be able to explain why this requires that cities be marketed to a global audience. 3. List the broad policy objectives being pursued by the Barcelona city council in conjunction with various bodies representing the private sector. 4. Outline and discuss in detail at least one of the major public / private projects that are currently underway in the city. 5. Compare and contrast major public / private partnership that has been used by another city in Spain as a way of projecting an updated image of itself Course Outline: Session/ Date Session 1 Session 2 Session 3 Session 4 Topic Introduction to Course: Can places be brands? Activity: Lecture and class discussions Critical analysis of Juan Carlos Bellosos s chapter from City Branding. Fordism. Activity: In class reading, videos, information share Reading: Harvey, D. The Condition of Postmodernity, ps. 125-140 The post- industrial challenge faced by cities. Film: A Requiem for Detroit? Activity: Lecture, group discussion and documentary Reading: Borja, J. and Castells, M. The Local and the Global, ps.1-6 Barcelona s protest movements, the beginning of a participative movement? Activity: Video, lecture, class discussion Reading: Calavita, N. and Ferrer, A. Behind Barcelona s Arcadia University The College of Global Studies 4
success story, Transforming Barcelona, ps. 47-61 Session 5 Session 6 Session 7 Session 8 Session 9 Session 10 Session 11 Session 12 Session 13 The origins of place marketing and flagsip redevelopments Activity: Class discussion, listen to radio debate, examine case studies Reading: Kotler, P. et al; Marketing Places; Attracting Investment, Industry, and Tourism to Cities, States and Nations, ps. 21-45 Field Study 1: Port Vell From managerialism to entrepreneurialism in city governance: Barcelona s Olympic Challenge Activity: Lecture, class discussion, information share Reading: Marshall, T. Barcelona- Fast Forward? City Entrepreneurialism in the 1980s and 1990s; ps. 147-152 Barcelona 2000 strategic plan: Barcelona s Entrepreneurial turn Activity: Group discussions, lecture, class discussion Reading: Marshall, T. Barcelona- Fast Forward? City Entrepreneurialism in the 1980s and 1990s; ps. 152-160 22@, the knowledge economy and world city rankings Activity: Information share, class discussion, short videos Reading: Students will be assigned research topics Guest Speaker: Jordi Sacristian Activity: Guest speaker + Field study to Barcelona Activa Reading: Students to research Barcelona Activa Midterm Exam The rise of city branding 1: The corporate brand as model for the City Brand Activity: Lecture, class discussion Reading: Kavaratzis, M. From city marketing to city branding: Towards a theoretical framework for developing city brands The rise of city branding2: the Barcelona brand Activity: Student information share, class discussion Arcadia University The College of Global Studies 5
Reading: Students assigned research materials Session 14 Session 15 Session 16 Session 17 Session 18 Session 19 Session 20 Session 21 Field Study to Bilbao Activity: Tour of the city to asses its tourist offer Presentation by staff- member of the Guggenheim museum Visit to the Guggenheim museum and surrounding area Reading: Friedman, A. Build it and they will pay; a primer on Guggenomics. Vision 2020: the current strategic plan (Students select a project from the current strategic plan of the city to examine in depth and report back to class) Activity: Class discussion and analysis of the current Barcelona strategic plan (Vision 2020) Reading: Students to research the current strategic plan making use of City Council online materials Richard Florida, the creative class and gentrification Activity: Class discussion, lecture Readings: Florida, R. The Rise of the Creative Class Field study: the Raval and Gentrification Activity: Field study Reading: Zukin, S. The Cultures of Cities, ps. 11-24 Examination of the plan for the use of the Ciudad Vella and other elements of the current strategic plan Activity: Viewing of interview and class discussion Reading: Zukin, S. The Cultures of Cities, ps. 1-11 Field study to the Born Reading: Zukin, S. The Cultures of Cities, ps. 24-25 Student presentations of results of their examination of a project from the current strategic plan Reading: Students finish their presentations Class discussion and Final Exam Reading: Belloso, J. C. The City Branding of Barcelona: A Success Story in City Branding, ps 118-123 Arcadia University The College of Global Studies 6
Prerequisites: None Arcadia University The College of Global Studies 7