Doctoral course: Branding and Marketing Destinations During Crisis

Doctoral course: Branding and Marketing Destinations During Crisis

by Prof. Eli Avraham from Haifa University (Israel)

The course will deal with key issues in the fields of marketing and branding destinations, and of crisis communication. While presenting examples from around the world, the course will examine the use of public relations strategies, advertising campaigns, and promotion and marketing techniques that marketers use to improve their image in the international media. Special emphasis will be placed on image repair strategies that destinations adopt to deal with tourism crises, such as those that occur due to acts of terrorism, natural disasters, crime waves and epidemics, and which can cause the collapse of the tourism industry. To prevent this, the decision makers and marketers must find creative ways to market the message that the place is safe and “business as usual”, after the negative media exposure the place received. In addition, we will try to understand how European countries dealt with the terrorist events, how US-based destinations combated natural disasters, and how countries in Asia, Africa and the Middle East dealt with stereotypes and negative perceptions towards them that prevented the arrival of tourists. Image repair strategies chosen by destinations throughout in the world to deal with the Covid-19 virus will receive particular focus.

Schedule 

12-hour course over 3 days (September 5, 6 and 7, from 8.30 am to 12.30 pm).

The course is worth 2 ECTS

Registration 

Eli Avraham bio (from Haifa University)

Eli Avraham (PhD) received his B.A in International Relations from The Hebrew University in Jerusalem in 1988, and his M.A and PhD in communication in 1998. He is one of the founders of the “strategic communication and public relations program” and also the “ambassadors online program”. Prof. Avraham is head of the Comper Center for the Study of Antisemitism and Racism at the University of Haifa. 

Research Interests: Public Relations and Marketing Strategies, Marketing Places, Media representation of Minorities, Advertising and Society, Crisis communication Journalism and News Production.