Experience Marketing (6cr)

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

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.

Learning materials

All materials will be provided during the course.

Starting level and linkage with other courses

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

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.

Further information

Industry visits, industry guest lectures and industry project