This course is dedicated to anyone interested in the crossings of communication and marketing with international relations, diplomacy, and security studies. This course offers a theoretical and practical understanding of Nation Branding and the corresponding concepts. The course aims to apply the concepts to the current geopolitical climate and struggles and offers insight into image management possibilities for countries and nations. First, the course introduces students to soft power, public diplomacy, and nation branding following the framework of the foremost thinkers and practitioners such as Keith Dinnie, Simon Anholt, and Robert Govers, and others. The course then offers an understanding of different image struggles and approaches to them, focusing also on image management in conflicts and other reputational crises, while also focusing on ethical aspects and issues that are often associated with the concept. To transfer more practical experiences, the course invites various practitioners from different fields and expertise to introduce the students to their daily work, strategies, and issues they might be facing. The course is also focused on strengthening students’ soft skills such as writing, public speaking, creative thinking, and working in teams.
- Teacher: Denisa Hejlová
- Teacher: Martina Kolská