Брендинг территорий: облако ассоциаций территории как исследовательская и проектная часть дисциплины на примере магистерской программы НИУ ВШЭ

Знание. Понимание. Умение. 2017. № 2. С. 249–257.

Rodkin P. E.

Area branding is singled out as a separate discipline in the educational programs of many Russian regional and Federal universities, but methodical recommendations on organization of the educational process, in particular the introduction of research and project work are not sufficiently developed. The article describes the successful experience of introducing project work as an important part of the discipline of «Area Branding», for example, the eponymous course which is part of the Master’s programme at national research university «Higher School of Economics».

The article provides a thematic plan of the discipline, consisting of lectures and seminars. The lecture part of the course includes a review of the existing models, methods, and experience of various projects in the field of territorial branding and marketing, based on the screening and subsequent discussion of visual and multimedia material. Within the framework of the seminars project research work is conducted: it is based on building a cloud of associations of the territory; the organization, methodology, tools of creation of that cloud are described in the article. The sequence of lectures and the corresponding project work are associated with the methodology and sequence of actions in the real process of development of an area brand.

The presented approach solves the problem of introducing elements of practical work; it is a necessary tool for training specialists in the field of branding, and has practical significance for the Russian market of intellectual services in general. The research results can be used by trainees and project participants for continuing work in the field of area branding, marketing, design, cultural research, as well as a starting point for further sociological research.

Keywords: проектная работа, магистерская программа, учебная дисциплина, project work, academic discipline, маркетинг территорий, place branding, брендинг территорий, проектная работа студентов, cloud of associations, Master’s programme, облако ассоциаций