OUR ACADEMIC DEPARTEMENTS |
Lesson details
EXPERIENTIAL MARKETING | |||
2018-2019 | EnIESEG School of Management
(
IÉSEG
)
| ||
Class code : | 1819-IÉSEG-M1S1-MKT-MA-EI66UE | MARKETING |
Level | Year | Period | Language of instruction |
---|---|---|---|
Master | 1 | S1 | EnEnglish |
Academic responsibility | R.TRISH |
---|---|
Lecturer(s) | Trish Rubin |
- This class exists in these courses :
- IÉSEG > IESEG Degree - Programme Grande École > Semester 1 > 2,00 ECTS
Prerequisites
Basic understanding of marketing theory and practices as well as understanding of how consumer decisions are connected to psychology.
Learning outcomes
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.
Course description
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.
Class type
Class structure
Type of course | Numbers of hours | Comments | |
---|---|---|---|
Independent study | |||
Group Project | 5,00 | ||
Individual Project | 5,00 | ||
Face to face | |||
Interactive class | 16,00 | ||
Total student workload | 26,00 |
Teaching methods
- Presentation
- Project work
- Research
Assessment
Students are assessed on participation, oral and written, individually and in group.
Type of control | Duration | Number | Percentage break-down |
---|---|---|---|
Others | |||
Written Report | 0,00 | 1 | 10,00 |
Group Project | 0,00 | 1 | 30,00 |
Individual Project | 0,00 | 1 | 30,00 |
Continuous assessment | |||
Oral presentation | 0,00 | 1 | 30,00 |
TOTAL | 100,00 |
* This information is non-binding and can be subject to change