Study Guide

Objectives

The course aims to introduce the experience marketing and focuses on customer-oriented marketing of experience products and services. The aim is to learn skills needed for planning and implementing marketing and for using a multitude of integrated marketing mix tools, also in digital environment.

After completing the course, the student will be able to:
• understand features and tools of marketing experience products and services.
• analyze factors influencing marketing and be familiar with planning, implementing and monitoring marketing.
• apply marketing strategies, planning principles and integrated marketing mix tools.
• identify online business possibilities and technological solutions.

Content

The contents include the followings:
• Which are the customer needs and requirements for experience products and services?
• Which decisions are important to make in integrated marketing mix and branding?
• How is planning and implementation of marketing conducted, including digital marketing?
• What kind of media and technological solutions exist for interactive marketing of experience products and services and what online business possibilities there are for experience marketing?
• How to design a marketing plan?

Prerequisites

None.

Assessment criteria, satisfactory (1-2)

Student is able to define the basic concepts and specific features of experience marketing. Student can explain the marketing planning, implementing and monitoring process.

Assessment criteria, good (3-4)

Student is able to apply marketing planning process for making a marketing plan. He/she applies aspects of experience marketing in a creative way.

Assessment criteria, excellent (5)

Student masters the concepts and principles of experience marketing. Student is able to develop a fluent and well justified marketing plan in a creative and innovative way and has good capabilities to apply the learning in the experience context.

Further information

Implementation plan.