3 ECTS credits
75 h study time

Offer 1 with catalog number 8020301GNR for all students in the 2nd semester at a (G) Postgraduate - preliminary level.

2nd semester
Enrollment based on exam contract
Grading method
Grading (scale from 0 to 20)
Can retake in second session
Taught in
Faculty of Social Sciences & SolvayBusinessSchool
ES Academische eenheid
Educational team
Decaan ES (course titular)
External teachers
Keith Dinnie
Activities and contact hours
6 contact hours Lecture
10 contact hours Independent or External Form of Study
Course Content

The following topics will be covered:

  • Country branding and public diplomacy: two sides of the same coin?
  • Assessing country image and country brand equity
  • Country branding for trade, investment and tourism
  • Country branding and diaspora engagement
  • Digital public diplomacy
  • Coordination of the key actors in country branding strategy
  • Evaluation of country, region and city branding strategies
  • Internationalization of region brands
  • Citizen ambassadors in place branding strategy
Additional info
  • Dinnie, K. (2022), ‘Nation Branding  - Concepts, Issues, Practice’, Third Edition, Routledge
  • Dinnie, K. (Ed.) (2011), ‘City Branding – Theory and Cases’, Palgrave Macmillan.
Learning Outcomes

General Competences

The purpose of this course is to make students acquainted with detailed knowledge of current practice in the field of country, region and city branding. This knowledge will be underpinned by the most important and useful concepts from both academic theory and real world practice in country, region and city branding.

Throughout the course, students will be encouraged to develop their analytical, creative and practical skills. This is designed to enhance students’ professional skill sets and to enable them to make a significant impact within their organizations.


The final grade is composed based on the following categories:
Other Exam determines 100% of the final mark.

Within the Other Exam category, the following assignments need to be completed:

  • Paper with a relative weight of 100 which comprises 100% of the final mark.

Additional info regarding evaluation


Allowed unsatisfactory mark
The supplementary Teaching and Examination Regulations of your faculty stipulate whether an allowed unsatisfactory mark for this programme unit is permitted.

Academic context

This offer is part of the following study plans:
Postgraduate Certificate Economic Diplomacy: Standaard traject
Postgraduate Certificate Flagship Programme in Economic Diplomacy and International Business: Standaard traject