- 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.
Weekly - Available soon
Total - Available soon
Portuguese. If there are Erasmus students, classes will be taught in English
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
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.
60% final exam.
40% group project.
Programs where the course is taught: