Barcelona‘s Reinvention: A Course Examining the ”Barcelona Model” of Urban Development
Barcelona, Spain, is undergoing a dramatic change, mirroring a global shift in economic power from nation-states to individual cities. Just as 19th-century industrialization shaped cities, the rise of the post-industrial economy and globalization are now redefining urban landscapes – and Barcelona is a key case study.
A new course, ”Brand Barcelona: Marketing the Global City” (also cross-listed as MKT338), will delve into the success of Barcelona’s urban redevelopment, often referred to as the “Barcelona Model.” The course will analyze how marketing strategies have evolved to not just sell products, but to actively sell the city itself – a process known as commodification.
The curriculum will critically assess who benefits from this branding and reinvention, and who may be disadvantaged by it. Beyond theoretical foundations, students will engage with current debates surrounding Barcelona’s regeneration. A significant component of the course involves field studies and film analysis,designed to reveal the frequently enough-hidden realities beneath the city’s polished,tourist-friendly image.
Students will be tasked with project work aimed at uncovering and analyzing aspects of Barcelona’s transformation, focusing on how its global promotion is reshaping the city and its identity. The course promises a deep dive into the complexities of urban development in a globalized world,using Barcelona as a compelling example.