Experiential Marketing


The course aims to provide a critical understanding of experience marketing, as well as analyze their its role in the success of organizations. Through a combination of theory, practice and case studies, students will be faced with the challenges and benefits of:
  • Discover how the experiential marketing can add value, differentiate products and brands, and build customer loyalty;
  • Meet the frameworks and tools of CEM - an approach to the creation and management of customer experiences;
  • Build a platform of experiences for brands, including the issues of positioning, value promise and implementation;
  • Realize how to create organizational structures and processes as well as human resource policies, appropriate to create strategically planned experiments;
  • Analyze and develop action plans for the implementation of CEM in organizations.

General characterization





Responsible teacher


Weekly - Available soon

Total - Available soon

Teaching language

Portuguese. If there are Erasmus students, classes will be taught in English


not applicable


Schmitt, Bernd H. (2011); Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act; Smilansky, S. (2009); Experiential Marketing: A Practical Guide to Interactive Brand Experiences; 0; 0; 0

Teaching method

The course is based on theoretical and practical classes. In addition to the recommended readings and exposure of the subjects in the classroom, discussions and exercises will be promoted in the classroom. The practical part is focused on the analysis and development of case studies and practical work group. Importance will be attached to the group work to encourage structured discussion and sharing of experiences.

Evaluation method

60% final exam.
40% group project.

Subject matter

Customer Value in the Experience Economy:  The role and importance of service as a key differentiator

Breadth and Scope of Experiential Marketing:  Applying a customer-centric vision

Frameworks for Managing BCE:  Features and benefits of customer experiences

Mutual Relationships:  Customer vs. Corporation role; ‘Brand Love’ 

Experience-Oriented Organisation:  Managing ‘Touch-Points’ and ‘Channels’.