Country Marketing and Nation Branding

A complete course in marketing places, built for individuals, government bodies, tourism boards, agencies, marketing professionals, trainers and people moving into the field. It starts from zero and goes all the way to the methods used by experienced country brand teams.

You will learn why a country's reputation is worth real money, how people form their picture of a country, the ideas behind nation branding and soft power, and how to read the main country rankings. You will learn to research how the world sees a place and who it really is, find its competitors and audiences, and build a position, a brand story, a message house and a brand system that agencies and citizens can share.

The course then covers why policy is the real product, how tourism works, choosing source markets, destination campaigns, events and sport, the visitor experience, sustainable tourism, investment promotion, exports and "Made in" labels, students, talent and the diaspora, culture and soft power, PR, digital and AI search, citizens as ambassadors, and crisis recovery. It ends with measurement, budgets, running a programme over many years, cities and regions, careers, seven real country cases, a full country brand plan, and a toolkit of templates and sources. Along the way it covers how country marketing differs from marketing a product or yourself, the psychology behind how people choose places, and the mindset and soft skills the work needs.

The examples lean on Africa, and every method works anywhere in the world. 41 lessons in 8 modules, with charts and tables throughout.