Ce cours apparaît dans les formations suivantes :
• IÉSEG > IESEG Degree - Programme Grande École > Semester 1 > 2,00 ECTS

Pré requis

Basic understanding of marketing theory and practices as well as understanding of how consumer decisions are connected to psychology.

Objectifs du cours

At the end of the course, the student should be able to:
Understand how young marketing professionals can use this current, marketing discipline, Experiential Marketing, that is evolving from the “event marketing vertical” powered by digital and social consumer engagement. Students will identify how brands are learning to balance face to face branded experiences with online experiences. Students will present their observations of how powerful, current strategies and tools of Experiential Marketing help a brand to differentiate.

Contenu du cours

The ultimate goal of Experiential Marketing is to support brand equity. Today, face to face branded experiences and digital and social experiences are part of engaging the modern consumer in search of personalization. Students will examine the new “edge dwellering” trends in Experiential Marketing . The student will also realize how to grow their brand and marketing professional profile using experiences to form a personal professional brand.

Modalités d'enseignement

Organisation du cours

Méthodes pédagogiques

• Presentation
• Project work
• Research

Évaluation

Students are assessed on participation, oral and written, individually and in group.