Universidade Nova de Lisboa

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Instituto Superior de Estatística e Gestão de Informação

Marketing Experimental

Code

42128

Academic unit

Instituto Superior de Estatística e Gestão de Informação

Credits

7,5

Teacher in charge

Cristina Isabel Galamba de Oliveira da Costa Marreiros

Weekly hours

2

Teaching language

Portuguese. In case there are any Erasmus students the class will be in English

Objectives

This course will look to provide students with a critical understanding of experiential marketing, as well as review its role as fundamental to the future success of organisations. Through a combination of theory, practical learning and case study analysis, students will be introduced to the challenges ahead and look to understand the key benefits of:

  • Discovering how experiential marketing can add value, differentiate products and brands, and build customer loyalty
  • Learning the frameworks and tools of CEM - a management approach to creating and managing experiences
  • Building an experiential platform for brands; including a positioning, value promise and implementation theme
  • Creating and organizing firms' structures, processes and human resources to strategically develop coustumer experiences
  • Analysing, designing and implementong CEM in the organizations.

Subject matter

I ; Experiential Marketing

1. A new approach to costumers

a) From products to experiences

b) A framework for managing costumer sexperiences

2. Types of experiences

a) Sense

b) Feel

c) Think

d) Act

e) Relate

3. Structural, strategic and organizational issues

a) Organizational orientations

b) The CEM framework

II - Customer Experience Management

4. Analysing the experiential world of the customer

a) Blueprinting

b) Quality and satisfaction

5. Building the experience

a) Constructing the experiential platform

b) Designing the brand experience

c) Structuring the customer interface

d) Managing physical evidences

e) Building loyalty
f) Managing human resources

Bibliography

Shaw, C. (2004), “Revolutionize Your Customer Experience”. Palgrave Macmillan.
Schmitt, B. (2003), “Customer Experience Management: A Revolutionary Approach to Connecting with Your Customers”. John Wiley & Sons.
Wheeler, J. (2002) “Experiential Marketing Managing the Customer Experience: Turning Customers into Advocates”. Financial Times, Prentice Hall.
Zeithaml, V.; Bitner, M. J.; Gremler, D. (2005). “Services Marketing”. 4th International Edition. McGraw-Hill.
Lovelock, C.; Wirtz, J. (2007). “Services Marketin

Teaching method

Presentations, cases, examples and class discussion - a blend of theory and practical application. Team work and group assignments are fundamental to promote discussion and sharing of professional experiences.

Evaluation method

40% for final exam
45% for group project
15% for case studies

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