Explain the role of experiential marketing as a vehicle for building relationships with customers. Evaluate the role and forms of event marketing and sponsorships in a contemporary marketing mix.

Integrated Marketing – Discussion 9

Experiential marketing is a form of marketing that aims to create a personal connection with the target in a tangible, relevant, and meaningful way. To engage with your target in this way requires carefully designed experiences that invite your target to interact with your brand. If you can make that direct connection, you can develop a lasting relationship with your target.

Learning Outcomes
By the end of this module, you should be able to:
⦁ explain the role of experiential marketing as a vehicle for building relationships with customers,
⦁ evaluate the role and forms of event marketing and sponsorships in a contemporary marketing mix,
⦁ assess the criteria that a marketing executive considers before participating in event marketing and sponsorships, and
⦁ explain the key elements in event marketing strategy, planning, and execution.