Experiential MarketingLaajuus (5 cr)

Learning objectives

Upon completion of the course, the student is able to:
* Identify key components, types and benefits of experiental marketing
* Outline and measure the ROI and experiential marketing campaign
* Apply and measure different tools for activation of experience marketing campaign
* Elaborate on the topics of marketing mix and sensory marketing
* Evaluate experience marketing plan

Contents

* Key components, types and benefits of experience marketing
* Elements of successful experiential activation
* Experience marketing plan components
* Measuring the ROI of experience marketing campaign
* Experience marketing mix
* Sensory marketing
* Evaluation and prototyping of the potential experience marketing plan
* Experience marketing examples

Starting level and linkage with other courses

No previous studies needed and no binding connections to other courses. This course is part of EXPER path studies.

Implementation methods, demonstration and Work&Study

The learning style of this course can be reached in following ways:
1. Lectures and related assignments
2. Group work on given project
3. Independent work
4. Active participation in discussions .
If you already know the contents of this course, you can show your skills. Ask the teacher of the course for more information. For more information on identifying competencies: https://www.haaga-helia.fi/fi/osaamisen-tunnistaminen-ja-work-study

Assessment criteria - grade 1

When the implementation type of the course is CONTACT, ONLINE or BLENDED it is required that the student is present during those teaching hours that are marked in the study schedule. If you are absent more than 25 %, your grade will be lowered by one. If you are absent more than 50 %, the course is failed.

1. Can sufficiently identify key components, types and benefirst of experience marketing
2. Can sufficiently assess the value of alternative marketing approaches
3. Can recognise elements of experiential marketing campaign
4. Can distinguish different elements of ROI measurement for experience marketing campaign.
5. Can identify experience marketing mix and sensory marketing
6. Can analyse experience marketing plan

Assessment criteria - grade 3

1. Can identify well key components, types and benefirst of experience marketing
2. Can assess the value of alternative marketing approaches
3. Can differentiate elements of experiential marketing campaign
4. Can apply different elements of ROI measurement for experience marketing campaign.
5. Can apply experience marketing mix and sensory marketing
6. Can assess and compare experience marketing plan(s)

Assessment criteria - grade 5

1. Can justify well key components, types and benefits of experience marketing
2. Can elaborate about the value of alternative marketing approaches
3. Can integrate different elements of experiential marketing campaign
4. Can discuss and apply different elements for ROI measurement of experience marketing campaign
5. Can analyse, articulate and apply experience marketing mix and sensory marketing
6. Can synthesise, criticise and integrate experience marketing plan

Assessment criteria, approved/failed

The course is evaluated on a scale (0-5):
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 in Moodle.

Further information

In this course learning activities include a global perspective and internationally recognized resources and concepts are applied.