1. Demonstrate knowledge of tactical experiential marketing and digital marketing strategies alongside current and emerging practitioner applications
Knowledge and Understanding

2. Develop an experiential marketing tactical plan.
Knowledge and Understanding

3. Use practical communication and information technologies to plan and implement experiential marketing plans.
Communication

The assessment should be based on a live case study.
Element 1 ; Group Presentation 20% covering the outline marketing communications plan for the organisation selected. Covering LO 3
Element 2 ; A Group Report 80% covering a full marketing communications plan, covering use of digital media and a full costing of the plan. Covering LOs 2 & 3

PLEASE NOTE ALTERNATIVE ASSESSMENTS FOR Semester 2 2020/21 DUE TO COVID-19 AS FOLLOWS ON CAMPUS ONLY:
Assessment 1: 10-minutes Video Presentation (weighted at 20%) will be a recorded submission;
Assessment 2: Individual Report of 2000-words (80%)

This module introduces an integrated approach to the study of societal values, culture, lifestyles, ethics, consumption and marketing in the experience economy.

The module establishes a theoretical underpinning in society’s consumption of leisure experiences, using a range of academic and management concepts. It introduces the antecedents and contemporary drivers of consumer behaviour, and the challenges of managing it in an environment that increasingly emphasises the ethical and sustainable dimensions of people’s leisure behaviour and consumption patterns. The module emphasises the experiential element of leisure consumption and introduces students to the particularities of marketing experiences as opposed to the more conventional marketing of products and services. Indicative content includes:

An Experiential Revolution – The Accelerating Transformation of Business and Marketing
Millennials, Brand Experiences and Social Media
The Experience Economy
Concept Stores, the Future of Retail and Pop-Ups
Artificial Intelligence in Marketing and Merged Realities
The BETTER Creative Model – How to Create Unique Experiential Marketing Ideas
TWO: SET MESSAGE – An Activation Framework for Your Experiential Marketing Strategy
The experiential marketing plan

Tutor led sessions will follow a general pattern of introduction of a topic and provision of frameworks and models for student learning, followed by application by students to appropriate data or online resources. Students will be expected to perform set exercises, these will include the analysis, discussion and presentation of case based work both individually and as part of a learning group. Students will be expected to obtain supplementary information from a number of paper or electronic sources as part of their preparation, as recommended by the tutor. Guest speakers from Experiential Marketing Agencies will be brought in to present real life case studies.

Mikunda, Christian (2004), Brand Lands, Hot Spots & Cool Spaces: Welcome to the Third Place and the Total Marketing Experience, London: Kogan Page.
Smilansky, S., 2017. Experiential marketing: A practical guide to interactive brand experiences. Kogan Page Publishers.
Open Textbook Library (free online)

VLE learning support material to be provided for independent /self-directed learning.

Module handbooks

Open Textbook Library

Selected contemporary problem/practice based case examples

Create and manage customer experiences and learn how these are driven by brand values and brand image. Successful marketing is increasingly built on a positive customer experience. Consumers seldom purchase products for their features or functionality alone. Instead they look for a brand experience. This module allows you to explore how to create and manage the customer experience and how this is related to brand values and brand image.