Experiental MarketingLaajuus (5 cr)
Course unit code: HBM21510
General information
- Credits
- 5 cr
- Teaching language
- English
Objective
The students understand the significance of marketing strategy as a business development tool and are able to plan activities according to strategic goals in realation to Events and other Experience oriented activities. In the management of activities, they are able to take into account the influences on the strategic choices and value choices made. The students have an opportunity to think out of the box while planning marketing strategies.
Content
The concept of Experience Industry including Events, the concepts of strategy, strategic partnerships, strategic thinking, co-branding, competitive strategies, opportunities of new media.
Qualifications
Students are able to devise strategic plans on marketing and operative plans for sales as well as planning for PR and SP in various media. Students understand the basics of brand management and brand marketing.
Assessment criteria, satisfactory (1)
Assessment is based on knowledge, skills and competence in accordance with the National and European Qualifications Framework, Level 6. The assessment criteria for individual courses are given in an annex to the implementation plan of the course.