Experience MarketingLaajuus (6 cr)

Learning objectives

Upon completion of the course, the student is able to
• understand alternative methods of marketing, e.g. guerrilla marketing, event marketing, content marketing, movie marketing, product placement, game marketing, music marketing, sponsorship
• evaluate the value of alternative marketing approaches
• plan and execute experiential marketing campaign
• apply sensory marketing to experiential marketing campaign
• evaluate experiential marketing campaign through various tools

Contents

• Genealogy of the concept of marketing
• New forms of marketing (Experience Marketing)
• Experience strategic marketing
• Experience marketing mix
• Experience operational marketing
• Experience marketing plan
• Sensory perception
• Evaluation of the experience marketing plan

Starting level and linkage with other courses

Recommended to be studied after the course Marketing and Personal Selling.

Implementation methods, demonstration and Work&Study

The learning goals of this course can be reached in the following ways:

a. Lectures and related assignments as full-time studies
b. Participation in a working life project or another project
c. Learning assignment(s)

Assessing one’s own learning is a compulsory part of the course.

Assessment criteria - grade 1

Grade 1
The student can interpret alternative methods of marketing. S/he can sufficiently evaluate the value of alternative marketing approaches. S/he can understand the planning process and sufficiently execute experiential marketing campaign. Student can apply sensory marketing to the project and sufficiently evaluate the campaign through various tools provided.

Assessment criteria - grade 3

Grade 3
The student can interpret and justify alternative methods of marketing. S/he can evaluate the value of alternative marketing approaches. S/he can plan the process and execute experiential marketing campaign. Student can apply sensory marketing to the project and evaluate the campaign through various tools provided.

Assessment criteria - grade 5

Grade 5
The student can justify alternative methods of marketing. S/he can draw conclusions about the value of alternative marketing approaches. S/he can critically plan and lead the process as well as outstandigly execute experiential marketing campaign. Student can develop sensory marketing experience as a part of the project and critically evaluate the campaign through various tools provided.

Assessment criteria, approved/failed

The course is evaluated on a scale excellent (5), very good (4), good (3), satisfactory (2), fair (1), fail (0). The assessment criteria is presented on a scale 1 - 3 - 5.

Learning materials

All materials will be provided during the course.

Further information

Industry visits, industry guest lectures and industry project