Students work for place branding of INCULTUM Pilots


img. sourced from Copenhagen Business School website

In the context of the Place Branding elective BA course by Prof. Carsten Humlebæk at Copenhagen Business School, a case study session on 7th November 2022 was fully dedicated to INCULTUM.

The project and the 10 Pilots were presented to the class, composed of 35 students (half of them from Denmark, and the other half are exchange students from all over the world – Australia, USA, UK, Spain, Mexico, Italy, Japan, Indonesia, Netherlands, Belgium…), and the assignment and scope was to help the Pilots brand the chosen product/innovation.

Students were split them into groups and each group had to focus on one Pilot, so to come with recommendations. Students provided good interaction and came with many good ideas as to how to market the product that each of them had chosen to focus on, to whom (target groups), how these visitors were supposed to get to the pilot site/area and how there were supposed to move around the area.

Results of the session were then transferred to the respective INCULTUM Pilots, which showed great interest in the students’ recommendation and thoughts.



Leave a Reply

Related Articles

INCULTUM in Denmark: meeting the Association for Tourism Researchers
Partner CBS Copenhagen Business School participated in the meeting of Association for Tourism Researchers in Denmark presenting INCULTUM project on Friday 9th June 2023. The meeting meeting discussed common challenges and different solutions in the sustainable development of territories and was also occasion of networking with the many experts and scholars, including researchers from Zealand. Zealand Academy of Technologies and Business is a self-governed public Academy under the supervision ...
INCULTUM master thesis between Denmark and Portugal
text by Viktor Smith, Copenhagen Business School Following a call for master thesis in summer 2022, partner CBS Copenhagen Business School is supervising students interested in cultural tourism, including the work done with the H2020 project INCULTUM. One of the thesis was specifically focused on the INCULTUM Pilot set in Portugal, with title "Attracting Danish tourists to Portugal: A case study of Campina de Faro" by Nickoline Rugaard. >>> Access the thesi...
INCULTUM calls for master thesis in Denmark
Before summer 2022, partner CBS Copenhagen Business School published an advertisement for the project and the possibility of writing the Master thesis in collaboration with INCULTUM on two sites of CBS, which reach far beyond the university itself: and The posting was very successful with many international students applying or asking for information as they consider writing their thesis in the project. In particular, contacts came from 15-20 Master students, ...
INCULTUM in Denmark: networking with stakeholders
  INCULTUM collaboration partner Geopark South Funen Archipelago organized on October 14 2022 a workshop focused on “Co-design of Geotourism” with a number of stakeholders in the territory. In the workshop, prof. Carsten Humlebæk (Copenhagen Business School) was invited to present the work ongoing in the project and particularly in the innovations explored in the INCULTUM Pilots. Although still mid-term in the project and thus not completely ready yet for the market, the IN...