Study Guide

Objectives (course unit)

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 (course unit)

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 (course unit)

None.

Further information (course unit)

Implementation plan.

Assessment criteria, satisfactory (1-2) (course unit)

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) (course unit)

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) (course unit)

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.

Location and time

Sessions will be held according to the schedule in Pakki.

Exam schedules

All the assignments given must be submitted on the given schedule. The schedule will be given in the first class.
Group assignments presentation according to schedule in class.

Assessment methods and criteria

According to TAMK evaluation criteria (0,1-5)
- Knowing
- Doing
- Being

Assessment scale

0-5

Teaching methods

- Lectures
- Flipped classroom sessions
- Inquiry-based learning
- Collaborative learning
- Independent study and research

Learning materials

Smilansky, S. (2017). Experiential marketing: A practical guide to interactive brand experiences. Kogan Page Publishers.
Batat, W. (2019). Experiential marketing: Consumer behavior, customer experience and the 7Es. Routledge.
Additional course material, such as blogs, videos, blogs, and short articles, will be provided in Moodle workspace.

Student workload

According to the TAMK schedule, ECT credits, and Moodle timing instructions: A course of 5 credits will mean a workload of approximately 135 hours.
Students are expected to:
- Attend lessons
- Participate in group assignments and project(s)
- Study materials are given to them on their own time

Content scheduling

Introduction to Experience Marketing
Experiential Branding
Developing an Experiential Strategy
Customer Touchpoints & AI
Designing Memorable Experiences
Immersive Technologies in Experience Marketing
Global Perspectives in Experience Marketing

Completion alternatives

If the student is unable to complete the course in the prescribed manner, they should reach out to the teacher to discuss alternative methods.

Practical training and working life cooperation

Project work/case studies
During the course, the students will work in small groups. The casework may require working with the company representative.

International connections

The course is a part of International Business Studies, so the international aspects are an important part of studying in general. An international point of view is taken into consideration whenever strategic marketing is discussed.