City branding beyond Iconic Architecture

The best professors combined with real executive challenges from Rotterdam’s most innovative businesses, in fully accredited Erasmus University summer schools. Together with Jungle Gym Learning, Rotterdam Partners and RHV (Erasmus School of Economics: Research Institute for Urban, Port and Transport Economics), you will conduct research on and develop new strategies for citybranding. Besides the academic and professional activities mentioned above, an extensive social program is included.

With true urban icons as the Markthal, the Timmerhuis, The Rotterdam, its Erasmus Bridge and the central train station, the city of Rotterdam has gained global recognition as hotspot for modern architecture. As phrased in the 2016 Lonely Planet: “The Netherlands’ second- biggest metropolis is a veritable open-air gallery of modern, post-modern and contemporary construction”. Not surprisingly the home base of famous designers like Rem Koolhaas, Winy Maas, Daan Roosegaarde and Adriaan Geuze, Rotterdam gained press attention in 2015 from Le Monde to New York Times and from Rough Guide to the Financial Times. In this course we will take you through all the secrets and strategies that made this happen.

But what’s next? Summer School “City Branding beyond Iconic Architecture” focuses on new strategies for Rotterdam. The two key questions are: How will the city keep its innovative and surprising character, without building extravagant icons every couple of years? And how will the ‘brand value’ of Rotterdam really trigger economic growth and social inclusiveness?

In a two-day Executive Challenge powered by Rotterdam Partners participants will explore the city from the inside out and develop new strategies for city branding beyond iconic architecture. Bringing the economy of Rotterdam to a new level, building upon its existing assets as cultural heritage, the water, neighborhood identities, and civic entrepreneurship.

Course leader

Prof. dr. Frank van Oort & Eric Braun

Target group

The course is open to students with a completed Bachelor degree, Master students, PhD candidates and young professionals (0-5 years of working experience) with an interest in innovation, strategy, branding, regional economics and urban development.

Course aim

The course program is a combination of lectures, expert keynotes and group work, all related to an executive challenge facilitated by the case-partner. Please visit the website for more information