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.
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