The course aims at students of Regional Planning and Development as well as students of Architecture, and this year focuses on location development with the necessary brand development. The students are gaining insights into the theoretical and methodological basics of brand development coming from business administration. Based on national and international case studies, they are presented with practical applications of branding in the object-, location- and regional development, among others in: - Donaucity; - Seestadt Aspern; - Clements-Galerie Solingen; - Carrée Darmstadt - IBA Emscherpark In the course they have to apply everything they have learned on a Viennese case. They develop either (a) a marketing-strategy of their own (b) or define precise measures for the implementation of an existing marketing-strategy. The course objective is to enable students in their future role as representatives of the public sector, to participate in brand development in projects with players from the private sector, or initiate as "private real estate developers" projects and involve institutional investors.
- Theories and methods of brand development - internationl case studies of brand development in real estate- or regional development - application of models, methods and theories on Viennese case studies Guest speaker : DI Thomas Jakoubek, BAI, WED.
Schulte, Karl-Werner; Bone-Winkel, Stephan (Hrsg.) 2002: Handbuch Immobilien-Projektentwicklung. 2. Auflage. Köln: Ruldorf Müller
Schulte, Karl-Werner 2008 (Hrsg.) 2008: Immobilienökonomie. Band I-IV. München: Oldenbourg
