Teaching Responsibility

LJMU Schools involved in Delivery:

Liverpool Business School

Learning Methods

Lecture
Online
Seminar

Module Offerings

5002LBSMK-SEP-MTP

Aims

To understand and analyse experiential marketing as a concept, including how brands and consumers interact and the mechanisms for co-creation, experience and connection.

Learning Outcomes

1.
Discuss and critique how contemporary marketing concepts are effectively integrated into brand campaigns
2.
Develop a critical view of the role of experiential marketing
3.
Understand and appreciate the significance of user experience (UX)

Module Content

Outline Syllabus:Culture of consumption – what drives consumption Brand culture – organizational perspective Experiential approach offline (Postmodern/ stealth) Experiential marketing online (digital communities) Introduction to UX UX Research methods Psychology of UX Conducting & analysing UX research
Module Overview:
This module enables you to understand and analyse experiential marketing as a concept, including how brands and consumers interact and the mechanisms for co-creation, experience and connection.
Additional Information:In addition to the aim of understanding co-creation and connection through the brand, the course will also consider the role of the user experience in shaping and developing future brand approaches.

Assessments

Artefacts
Artefacts