Artesis Plantijn Hogeschool Antwerpen
Media, Design en IT
JAP : International Brand Activation41141/3630/2627/1/42
Study guide

JAP : International Brand Activation

41141/3630/2627/1/42
Academic year 2026-27
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).
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

Caution

IPMDI/JAP/010

Prerequisites

There are no prerequisites for this course.

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.

Learning outcomes (list)

You will discuss the power and added value of an experiential marketing campaign for a brand
You describe the main pillars of successful brand activation
You describe the operation of a successful brand activation campaign
You implement concept tools to come up with creative brand activation concepts
You present a brand activation campaign in a convincing and professional way in a group
You develop an appropriate creative concept in response to the briefing of a brand activation agency
You apply the principles for developing a brand activation strategy while respecting the brand values based on a briefing from a brand activation agency
You draw up a tactical plan for the brand activation
You draw up KPIs and indicate how the impact of the proposed plan can be measured

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)

Slides (made available at the discretion of the teacher)Mandatory
Experiential MarketingRecommended
  • Author: Smith K. & Hanover D.

Educational organisation (list)

Learning Activities
Collaborative learning12,00 hours
Lectures and / or tutorials12,00 hours
Work time outside of contact hours54,00 hours

Evaluation (text)

First exam period: 100% assignment 

Second exam period: 100% assignment 

Evaluation (list)

Evaluation(s) for first exam chance
MomentForm%Remark
1st examination periodProject assignment100,00
Evaluation(s) for re-sit exam
MomentForm%Remark
2nd examination periodProject assignment100,00