BRAND ACTIVATION (2/2 CREDITS)

Learning Outcomes:

On successful completion of this course, students will be able to: LO1 – Identify experiential marketing elements in the process of implementing a brand activation strategy; LO2 – Discuss the process of brand activation to create memorable experiences and consumer engagement; LO3 – Design a brand activation campaign plan to create memorable experiences and consumer engagement.

Topics:

1. The Rise of the Costumer Experience in Marketing Communication;
2. The Psychology of Engagement;
3. Anatomy of an Experience;
4. Element of Experience Story Structure;
5. Customer Experience Successful Case Study;
6. Brand Activation to Create Memorable Experience;
7. Brand Activation Process;
8. Brand Activation Strategy: The Idea;
9. Brand Activation Strategy: The Situational and Objectives;
10. Brand Activation Strategy: The Audience and The Message;
11. Brand Activation Strategy: The Channel and Tactics;
12. Brand Activation Measurement and Evaluation;
13. Brand Activation Future Challenge.