Artesis Plantijn Hogeschool Antwerpen
Media, Design en IT
JAP: Brand Activation34216/3076/2324/1/83
Study guide

JAP: Brand Activation

34216/3076/2324/1/83
Academic year 2023-24
Is found in:
  • International programmes Media, Design and IT
This is a single course unit.
Study load: 4 credits
Teaching staff: Gemoets Ann
Languages: English
Scheduled for: Semester 1
This course unit is marked out of 20 (rounded to an integer).
Possible deadlines for learning account: 15.10.2023 ()
Re-sit exam: is possible.
Possibility of deliberation: This course unit is eligible for deliberation according to the criteria as determined by the degree programme you are enrolled in.

Short description

This course gives an overview on experiential marketing including theory, cases and a group assignment.

Experiential marketing, the use of live, face-to-face engagements to connect with audiences, create relationships and drive brand affinity. The course will explain how to develop an experiential strategy and what the anatomy is of an experiential marketing campaign should look like. How the measure the impact of an experiential campaign will be further explained. Students will participate in a group assignment developping an experiential marketing campaign for an advertiser.

Prerequisites

There are no prerequisites for this course.

Course content

This course offers a global view on brand activation or experiential marketing. The course includes theory, many cases and a group work.

Theory:

- the rise of the experience
- the psychology of engagement
- developing an experiential strategy
- anatomy of an experiential marketing campaign
- performance and measurement

Cases

Group work: the students work as a group on a briefing for an experiential marketing campaign.

Guest speaker if possible.

Evaluation (text)

First exam period: 70% written exam / 30 % group assignment

Second exam period: 100% written exam