Experiental & Digital Marketing

Objectives

First, we’ll take a brief look at the marketing approach, before presenting a few elements of consumer behavior. We will also try to understand how consumption evolves and identify the guidelines that guide consumer behavior. Finally, we will present the changes that marketing is undergoing today, focusing on the development of sensorial marketing and the impact of the Internet on marketing strategy.

This last point will be considered in greater detail in the second presentation. The aim of this presentation is above all to make students aware of the new marketing approaches linked to so-called "digital" channels (website and e-commerce, email, social networks, mobile) and the adjacent technical complexities.

Course outline

1. Introduction: reminders of the marketing approach – Illustrations: small boat, Puma
2. Consumer behavior
3. The consumer of yesterday, today and tomorrow
4. From experiential to sensorial marketing
5. E-marketing

Prerequisites

None