EXPERIENTIAL MARKETING
Année du cours : 1 année(s)
Etablissement : IÉSEG School of Management
Langue : English
Formation(s) dans laquelle/lesquelles le cours apparait :
Période : S1
Basic understanding of marketing theory and practices as well as understanding consumer behavior decisions are connected to and are important to the course. In addition, basic experience with digital and social marketing tools are important.
At the end of the course, the student should be able to:
– Understand why & how Experiential Marketing is evolving from the “event marketing vertical”.
– Determine how digital and social consumer engagement through Experiential Marketing can impact brand loyalty.
– Identify how brands are employing “Phygital “ strategies to balance face to face branded experiences with online experiences.
– Audit Experiential Marketing agency plans to inform understanding of the experiential customer journey.
– Distinguish quality research around Experiential Marketing to use in class presentation aimed at customer success..
*General objectives:
– Construct expert knowledge from cutting-edge information (5.B.)
– Employ state-of-the-art management techniques (5.C.)
– Thoroughly examine a complex business situation (6.A.)
The ultimate goal of the Experiential Marketing course is to highlight how brand loyalty is grown in a time of empowered customer engagement. Today, face to face branded experiences and digital and social experiences are part of engaging modern consumers across cultures and demographics who are in search of personalization. Students will use a framework of the “4 C’s Context/Customers/Competition/ Capabilities” to examine new “edge dwellering” trends/trends in Experiential Marketing , and be introduced to a global agency perspective of EM that is attracting big brand and small brands in a competitive marketplace. The student will also realize how to grow their own brand and marketing professional profile using experiences to form a personal professional brand.
