【Lecture】 Principles of Spatial Marketing: Theories, Methods and Case Studies

Time: 3.6 (Wednesday) 18:00-19:30

Lecture Location: Qianhu 53211 Multimedia Classroom

Presenter Profile:
Prof. Hans Weber, Ph.D., Albert Ludwig University, Germany, Professor and Head of International Teaching and Learning at Steinbeis University, Berlin, Germany, and Researcher at the Institute of Educational Research, Shanghai International Studies University (SISU). He has held teaching and research positions at renowned academic institutions such as the University of Heidelberg, the University of Freiburg, and the University of Kiel, and is undertaking research in the field of spatial branding funded by the German Research Foundation (DFG).

Lecture content:
In his lecture, Prof. Hans Weber will delve into the concept of spatial branding and its theoretical underpinnings, and explain the process of branding cities and regions. Using the city branding of Berlin, the capital of Germany, as a case study, the lecture combines theory and practice, analyzes the key principles of city branding, and discusses about the durability of spatial narratives. Perspectives on city marketing from the theoretical perspectives of Giddens and Bourdieu illustrate how brand narratives evolve and persist across time.