Strategic Management for cities and regions

The course examines the strategies implemented by cities and regions around the world to retain residents and attract a growing number of tourists, businesses, and investors. The seminar consists of sessions devoted to various areas of analysis: 

- The “Governance” Focus: Any city or region seeking to develop a strategy to enhance its territorial attractiveness must be based on a solid structure or organization. The purpose of this first focus area is therefore to analyze the type of governance in place in the case studies that will be presented and examined. The analysis will draw on the various approaches to governance discussed during the course. 

- The “Strategy” Focus: A regional attractiveness strategy cannot succeed without an in-depth analysis of the various stakeholders, both within the governance structure and among the target groups (residents, tourists, investors, talent, and businesses). Students will therefore be required to understand and present the vision, mission, and main objectives of case studies. 

- The “Communication” Focus: Any regional attractiveness strategy includes a significant communication component. This third focus will involve a presentation of the functions and rules of communication, as well as the specific characteristics of regional attractiveness initiatives. Using existing frameworks, students will evaluate the communication strategies of European cities and regions. 

- Gain knowledge in the field of study (regional attractiveness)

- Become familiar with official publications and consultant reports

- Master the tools and methods needed to develop a strategy

- Conduct an analysis of communication in the public sector

- Develop skills in synthesizing information and creating visual representations

- Take a critical look at current practices

Required and Corequired knowledge and skills

N/A

- Lectures
- Guest lectures
- Practical exercises 
- Oral presentations
- Open discussions/exchanges

References, bibliography, and recommended reading

Cudny, W. (Ed.). (2019). Urban events, place branding and promotion: Place event marketing. London, UK and New York, NY: Routledge. 
Dinnie, K. (2011). City branding. Theory and Cases. Houndsmills. 
Mabillard, V., Pasquier, M., & Vuignier, R. (2024). Place branding and marketing from a policy perspective: Building effective strategies for places. London, UK and New York, NY: Routledge.
Oliveira, E., Sevin, E., & Björner, E. (Eds.). (2025). Elgar Encyclopedia of City and Place Branding. Cheltenham, UK: Edward Elgar. 
Taecharungroj, V. (2025). Strategic City Branding: Insights from Asian Cities. London, UK and New York, NY: Routledge. 

Course notes

• Université virtuelle

Contacts

Prof. Vincent Mabillard (vincent.mabillard@ulb.be)

Campus

Solbosch

Method(s) of evaluation

• Oral examination

Oral examination

Presentation of a reading during the course
Discussion of the presentation
Oral exam

Mark calculation method (including weighting of intermediary marks)

Presentation of a reading during the course (20%)
Discussion of the presentation (10%)
Oral exam (70%)

Language(s) of evaluation

• english