El lunes 12 de julio, prominentes especialistas sobre Marketing de Ciudades y de Destinos de toda Europa hablarán sobre esta disciplina, y sobre cómo afecta al sector hotelero. Presentamos a Ares Kalandides,, de Inpolis UCE GmbH (Berlín) que hablará de la problemática definición de la identidad de una ciudad, sobre dos casos concretos: Berlín y Bogotá.
El problema de la identidad de lugar: City Marketing entre Berlin y BogotáPlace Marketing, it is often argued, should be grounded into a place's own identity, if it is to be successful. Yet place identity remains an extremely vague concept, and there is no common agreement on a methodology for revealing it. Drawing from two recent cases, Berlin, Germany and Bogotá, Colombia, this presentation will show where the conceptual traps lie and will suggest a combination of methods to deal with place identity.
Ares Kalandides is based in Berlin and has been working as a consultant in place branding and marketing since 1996. As managing director of INPOLIS UCE GmbH, he offers services to cities, neighbourhoods or regions. Central to his understanding of places are the interconnections between urban development, everyday practices and the discursive production of images. His research in urban geography at the National Technical University of Athens includes questions of place identity, local economy and migration.
Ares Kalandides was born in Athens, Greece and moved to Berlin in 1990. He has a degree in French Studies and one in Urban and Regional Planning. His articles have appeared in international journals and he has lectured at universities in Germany, Greece, Italy and the US. He speaks English, French, German, Greek, Italian and Spanish. As a member of the Slow Food movement, he is actively involved in issues of local identities.
El martes 13 de julio presentaremos en el Hotel Híberus de Zaragoza nuestra oferta formativa para el curso 2010-11:
Nada más contemplar la silueta del hotel llama poderosamente la atención su originalísima forma. Si nos fijamos con atención desde diferentes perspectivas veremos que el estudio de arquitectura de Moshe Safdie se inspiró en una baraja de cartas para su diseño.
![[SB10001424052748704629804575325743631458302]](http://s.wsj.net/public/resources/images/OB-IZ923_FIGHTE_F_20100623233408.jpg)
Esta mañana nuestra escuela estuvo presente en el 
