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Reversed City Marketing

Amsterdam University of Applied Sciences

Due to the global coronavirus outbreak, the AUAS summer school 2020 has been cancelled. We hope to offer this course in 2021. Check or subscribe to our newsletter to stay up to date.


City marketing practices together with a physical transformation of the European urban landscape have contributed to enforce  this positive image. Historical inner city centers have been beautifully restored and new districts have emerged as all kind of ‘hubs’ for business, events, ICT or innovation incubators. It is truly an example of the importance of an interconnected world.

In this process we learned about the chances and the challenges we are facing nowadays. The Triumph of the Cities is not only attractive to city dwellers but also to all kinds of visitors.

On the other hand the celebrated Airbnb (advertising as ‘the best way to become a local’) has now become a symbol of the negative effects of touristification. In a way, and as one of our former students rightly noted: ‘sometimes nothing is what it seems to be’.

At this moment in time we feel the need to truly reinvent the way we promote cities,  to make our cities both more prosperous and resilient. This is what we call Reversed City Marketing.

Location Amsterdam, Netherlands
6 Jul 2020 - 17 Jul 2020
level Bachelor / Undergraduate
Credits 4.0 ECTS
Program fee 1,250 EUR
Accommodation fee 420 EUR
Extra information about the fee:
There is a discount of €50 for early bird (apply before 1 April) and for students coming from a partner university or students of the Amsterdam University of Applied Sciences. Housing costs are €420 for a double room and €465 for a single room. Apply before 1 May 2020 to be guaranteed of housing
Application deadline 1 May 2020
Entry requirements:
This summer course is addressed at research oriented Master students and professionals from different disciplines (highly motivated Bachelor students in the final phases of their programme are also welcome). It is designed for those who are already familiar, have experience with and/ or high interest in topics related to urban studies, and would like to gain a better insight into applied research design and practices in our cities. The course programme is developed to combine scientific rigor and reflection with the demands and speed of our contemporary life and wants to help participants to achieve a visible result beneficial for their portfolio. The course needs you to be in good command of reading, writing and speaking in English at upper intermediate level – B2 in the Common European Framework of Reference
Contact information: