Experiential Marketing Course

Lesson 1 • Defining Experiential Marketing

Clarifies what experiential marketing is and how it differs from conventional promotion. Establishes shared vocabulary used throughout the course.

Lesson 2 • Stakeholder Ecosystem Overview

Maps the key players involved in planning and executing experiential campaigns. Prepares students to navigate agency, client, and vendor relationships.

Lesson 3 • Consumer Psychology in Experiences

Introduces psychological drivers behind audience engagement and memory. Grounds campaign design decisions in behavioural science fundamentals.

Lesson 4 • Core Principles and Strategic Value

Examines the principles that make experiences effective and measurable. Connects strategic intent to tangible brand and business outcomes.

Lesson 1 • Cultural and Contextual Sensitivity

Addresses how cultural context shapes audience expectations and experience preferences. Prevents missteps and improves relevance across diverse markets.

Lesson 2 • Psychographic and Behavioral Segmentation

Moves beyond demographics to values, lifestyles, and behaviours as segmentation criteria. Enables more precise targeting for immersive experiences.

Lesson 3 • Research Methods for Audience Understanding

Covers qualitative and quantitative tools used to gather audience intelligence. Connects research outputs to strategic campaign decisions.

Lesson 4 • Building Audience Personas

Teaches construction of detailed personas that represent target segments. Personas serve as reference tools throughout campaign development.

Lesson 1 • Selecting the Right Experience Format

Evaluates pop-ups, roadshows, stunts, virtual events, and hybrid formats against strategic criteria. Matches format selection to audience, budget, and objectives.

Lesson 2 • Aligning Experiences with Brand Strategy

Connects experiential campaigns to broader brand positioning and business goals. Ensures every activation reinforces brand identity and strategic priorities.

Lesson 3 • Setting SMART Experiential Objectives

Applies the SMART framework to experiential marketing goals for clarity and accountability. Distinguishes awareness, engagement, conversion, and loyalty objectives.

Lesson 4 • Competitive and Market Landscape Analysis

Assesses competitor experiential activity and white-space opportunities in the market. Informs differentiation strategy and creative positioning.

Lesson 1 • Concept Presentation and Pitching

Develops skills to present creative concepts persuasively to clients and internal teams. Covers visual storytelling, verbal delivery, and handling feedback.

Lesson 2 • Storytelling and Narrative Architecture

Structures the experience around a compelling brand story with a clear arc. Teaches narrative techniques that make experiences memorable and shareable.

Lesson 3 • Ideation Techniques for Experiences

Introduces structured brainstorming and creative thinking methods suited to experiential briefs. Builds a toolkit for generating diverse, high-quality concepts quickly.

Lesson 4 • Designing the Experience Journey

Maps the participant's journey from pre-event awareness through post-event follow-up. Ensures every touchpoint reinforces the campaign narrative and emotional arc.

Lesson 1 • Budget Planning and Cost Control

Builds skills in creating, tracking, and reconciling experiential campaign budgets. Covers contingency planning and cost-saving strategies without compromising quality.

Lesson 2 • Run-of-Show and On-Site Execution

Develops the run-of-show document and on-site management skills for flawless execution. Covers real-time problem-solving and team communication during live events.

Lesson 3 • Project Management for Activations

Applies project management principles to the unique demands of experiential production. Establishes timelines, workstreams, and accountability structures.

Lesson 4 • Health, Safety, and Risk Management

Identifies safety obligations and risk mitigation strategies for live events. Prepares students to create risk registers and emergency response plans.

Lesson 5 • Venue Selection and Site Management

Covers criteria for selecting venues and managing site logistics from load-in to teardown. Addresses permits, access, and site-specific constraints.

Lesson 1 • Hybrid and Virtual Event Execution

Designs experiences that engage both in-person and remote audiences simultaneously. Addresses platform selection, production quality, and audience equity.

Lesson 2 • Influencer and Creator Partnerships

Identifies and activates influencers to amplify experiential campaigns authentically. Covers briefing, contracting, and measuring influencer contribution.

Lesson 3 • Earned Media and PR Amplification

Generates press coverage and earned media through newsworthy experience design. Teaches media pitching and journalist relationship management for activations.

Lesson 4 • Technology-Enhanced Experience Design

Integrates AR, VR, AI, and interactive technology into physical and digital experiences. Evaluates technology choices against audience fit and production feasibility.

Lesson 1 • Calculating Experiential ROI

Applies financial and non-financial frameworks to quantify campaign return on investment. Addresses the unique attribution challenges of experiential marketing.

Lesson 2 • Social and Digital Analytics

Measures the digital footprint of experiential campaigns across social and owned channels. Connects online engagement data to live event performance.

Lesson 3 • Data Collection Methods On-Site

Covers tools and techniques for capturing attendee data during live activations. Addresses consent, data quality, and real-time collection challenges.

Lesson 4 • Reporting and Insight Communication

Structures post-campaign reports that communicate results clearly to diverse stakeholders. Translates data into strategic recommendations for future campaigns.

Lesson 1 • Client and Agency Relationship Management

Develops skills to manage complex client relationships and lead high-performing agency teams. Covers trust-building, conflict resolution, and scope management.

Lesson 2 • Building a Multi-Campaign Experience Portfolio

Plans a coordinated portfolio of activations that build brand equity over time. Balances short-term impact with long-term audience relationship development.

Lesson 3 • Global and Multi-Market Campaign Management

Addresses the complexity of scaling experiential campaigns across multiple markets. Balances global brand consistency with local cultural relevance.

Lesson 4 • Strategic Roadmap Development and Presentation

Synthesises all course learning into a multi-year experiential strategy roadmap. Prepares students to present and defend strategic recommendations at the executive level.