Enroll in an exciting course offered remotely.
Undergraduate students interested in this intensive course, may directly enroll in Albert for the January-term as a unique and remote intersession option.
Non-Product Branding: The Case of Places & Nations
Ambassador Ido Aharoni - POL-UA 9795, College of Arts and Science - 4 points (undergraduate)
Monday to Friday, the daily schedule will vary. Students should be available from 9 am to 12:30 pm daily.
This course will count toward the NYU Politics major or minor as an elective. There are no prerequisites.
Note: Students who have already taken the POL-UA 9795 course during a prior J-term in DC are not eliglble to enroll in this class.
Non-Product Branding: The Case of Places & Nations – course description
Borat is no laughing matter, especially if you are the proud nation of Kazakhstan. In this class participants will learn how Borat taught us all a very important lesson in modern diplomacy and international relations.
The combination of the end of the Cold war, globalization and internet hyper-connectivity – all greatly contributed to the rise of highly competitive national and urban landscape. The competition is not limited to for-profit entities. It takes place between nations, cities, communities, ideas, movements, religions, ideologies, concepts and organizations. These entities compete over our attention, financial resources and emotional bandwidth.
This highly competitive international arena also gave rise to the practice of ‘place branding’. Place branding has become a pillar of modern diplomacy. Places aspire to improve their overall positioning in the world by upgrading their performance in the areas that matter such as trade, commerce, tourism, foreign policy, culture and many more. To that end, marketing and branding methodologies are being routinely implemented by governmental and municipal actors.
In this class participants will be given insights into the practice of place branding and learn how a place can improve its positioning and uniqueness vis a vis its competition. Participants will learn about how modern diplomacy is shifting from the traditional model of advocacy to a more proactive model based on marketing insights. The cases of Brand New York, Brand Spain and Brand Israel will be prominently featured.
Participants will be given an opportunity to hear from some of the most esteemed practitioners in the areas of advertising, branding marketing strategy, messaging, market research and public relations.
Ambassador Ido Aharoni -- biography
Ambassador Ido Aharoni is one of a few practitioners in the highly specialized field of place and nation branding.
He is the founder and the driving force behind the Brand Israel program which he jump-started in New York in 2002 with the inclusion of Israel in the Brand Asset Valuator (BAV, maintained by Y&R) and the creation of the Brand Israel Group (BIG).
Between the years 2007-2010 Aharoni served as the founding director of his country's first brand management team out of Jerusalem. In that capacity, he developed the overall strategy for Israel as a brand and managed its implementation. Ambassador Aharoni has served as Israel’s Consul General in New York for six years (2010-2016). He has lectured about places as brands in dozens of universities in North America.
Dates: January 3 - 21, 2022
Tuition (4 credits): $6332
Students enrolled in a JTerm course may qualify for forms of assistance through the Office of Financial Aid.
How to Enroll:
Students will be charged by the University Bursar for tuition, and fees. Final payment is due November 30, 2021. Learn more about payment deadlines and refund schedules.