Academic year
2025-26
Is found in:
- International programmes Media, Design and IT
This is a single course unit.
Study load:
4 credits
It is not possible to enrol in this course unit under
- exam contract (to obtain a credit).
- exam contract (to obtain a degree).
Teaching staff: Gemoets Ann
Languages: English
Scheduled for: Semester 1
This course unit is marked out of 20 (rounded to an integer).
Prerequisites
There are no prerequisites for this course.
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.
Total study time: 78,00 hours
Short description
This course gives an overview on international 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 international experiential strategy and what the anatomy of an experiential marketing campaign should look like. How to 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.
Course content
This course offers a global view on brand activation or experiential marketing on an international level. 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 international experiential marketing campaign.
Guest speaker if possible.
Study material (list)
Experiential MarketingMandatory- Author: Smith K. & Hanover D.
Slides (made available at the discretion of the teacher)Mandatory Educational organisation (list)
Evaluation (text)
First exam period: 100% assignment
Second exam period: 100% assignment