Benefiting from over 30 years’ experience, this Online Diploma in Experiential Marketing course features:
Event Management Planning
The Key role of the Event Manager in the Planning Team, Outlining Core Roles and
Responsibilities, Team Dynamics, Task and Event Timelines, Managing Event Planning Schedules; Feasibility Studies, Identifying Event Goals and Listing Objectives, Event Organisational Charts, Duty Rosters, Record Keeping Mechanisms, Recruitment, Reviewing Event Contracts and Agreements, Troubleshooting Event Co-ordination, Creation and Presentation of Proposals to Clients.
Developing Creative Elements, Scheduling Entertainment, Site Planning and Inspection,
Analysis and Management of the Registration and Admission Process, Providing Adequate Event Security, Planning Event Protocol Requirements, Coordinating Event Speakers with additional Entertainment for maximum effect, Identifying Appropriate Food and Beverage Menus, Event Contingency Planning.
Event Planning Documentation
Event Contracts and Agreements, Troubleshooting Event Co-ordination, Preparing a SWOT Analysis to Identify the Vulnerable and Promotional Elements of the Event, Creation and Presentation of Proposals to Clients.
The Experience as the Brand
Experiential Objects, Live Brand Experiences, Your Brand becoming the Experience, Mark of the Brand, The Experience as the Brand; the Brand as the Experience, Creating positive word-of-mouth, Making friends with your Brand.
Experiential Marketing Frameworks
Framework for Managing Consumer Experiences, Experiential Marketing Framework, Strategic Experiential Models, What is an Experience, Experiences as Typologies of the mind, Strategic underpinning of Experiential Marking, Types of Experiences: Sense, Feel, Think, Act, and Relate.
Experiential Marketing Campaigns
Authentic Campaigns, Guerrilla Marketing, Buzz Marketing, Brand Ambassadors, Brand Evangelists, The Flash Mob, Promotional Techniques, Promotional laws (generic) and codes of practice.
Developing Experiential Marketing Campaigns
Experiential Marketing’s place in the Marketing Mix, How is Experiential Marketing used in Campaigns, Elements of an Experiential Marketing Campaign, Experiential Objectives, Identify Target Markets, Selection of Live Media types, Cycle of the project, Strategy Development.
Measuring Campaign Effectiveness
Experiential Benefits, Meaningful benefits to the customer, Measurement, Brief Introduction to Research, Systems and Mechanisms for Measurement, Systems for Measuring Effectiveness, Real-time reporting, Flexibility & Change Management Solutions, Evaluation Post-Campaign, Measuring Return on Investment.
Reaching the Target Audience
Identify Target Audience, Analyse the target audience for Experiential Marketing, One on one communication, Getting Personal with Consumers, Product Placement, Context of where and when, Context Is the Experience, Keeping it real, Authenticity.
Prosumer and Co-creation
Empower the Consumer, The Prosumer, What is Co-creation, Developing Co-creation in an Organisation, Marketing Co-creation.
The Consumer Experience
Who is the Consumer, Understanding the Consumer Experience, The Experiential Platform, Developing Brand Experience, Customer Experience Management, Innovation and Imagination, Strategy and Implementation.
Marketing Event Principles
Needs and Motivations of Event Customers, The Market Research Process, Effectively Collect and Analyse Market Data, Reporting the findings to the Team and Client, Elements of the Marketing Mix (Product, Price, Promotion and Place), The Pricing Process and How to Establish a Pricing Plan for your Market, Target Marketing Channels, Promote and Develop a Website and Direct Marketing Strategy.
Marketing the Event
Planning the Event Proposal Strategy, Preparing the Event Proposal, Sending Invitations,
Budgeting and Buying Advertising, Publicising the Event;; Organising Contests, Merchandising, Packaging and Sales Promotion, Formulating a Public Relations Strategy, Conducting Market Research, Methods of Measuring Marketing Activity.
Determining Potential Sponsorship Market based on the Event Type, Time, Location, Assessing Selling Points of the Event, Determining Sponsorship Fulfillment Responsibilities, Research and Set Sponsorship Pricing based on Market Factors and Event Exposure.
Sponsorship, Internal PR functions, Corporate Image, Press and Broadcast Media Relations, Client Relationships, Internal PR, Commissioning and Briefing Photographers, Supplying Material to the Press/Getting Material onto TV and Radio, Organising Seminars, Exhibitions and Conferences, Audio/Visual Aids, Writing Skills (Press Releases, Writing Feature Articles for the Press, In-house Journals and Newsletters), Crisis Management, Corporate Advertising, Brochures and Printing.
Online PUBLIC RELATIONS
The Social Media Landscape
Blogs, Microblogs, Chatrooms, Delicious, Email, Flickr, Twitter, Instant messaging, Message Boards, Mobile Internet , New Media Releases, Online Conferencing, Online Surveys, Pay per click, Podcasts, RSS, Search Engines, SEO, Social Networking Service Sites, Video Sharing, Virtual worlds, VoIP, Wiki and Widgets.
The Internet as a Media
Commercial Implications of the Internet, Social Interaction with the Internet, Web 2.0 and its Implications, Internet Convergence, the Network Effect, Internet Information Exchange, Internet Audience Size and Exposure, Internet Culture and Communication, Transparency and the Internet.
Online PR building blocks
Online Communications Platforms, Online Communication Channels, Online Communication Mediums, Interactivity and Application of Communication Channels, Policy, Optimisation, Monitoring and Evaluation of Online Communications Channels, Online Communications Channels Planning and Implementation.
Social Media and PR strategy
Local versus Global Communication, Landscaping Platforms, Channels and context, Online PR Organisational Analysis and Segmentation, Developing Online PR Strategies, Online PR Tactics and SEO considerations, Online PR Planning, Managing Online PR Risk and Opportunities.
Online Influences on present PR practices
Internet influence on News, Internet Journalists, Economics of Online News Production, Internet Critics and other influences, the PR Practitioner as an Online Publisher, Ethical Internet PR, Truthfulness and Duty of Care, Online Ethics, Debate, Guidelines and Best Practice. Monitoring and Evaluation of Social Media Discourse, Trends and Value. Policy Influences, corporate speak. Implications of Social Media for Corporate Social Responsibility.
Preparation and Research, Speech Content, Subject Matter and Objectives, Speech Delivery and Variety, Body Language, Eye Contact, etc., Presentation Aids e.g. Visuals, etc., Management of Locations and Audiences, Presentation Structure.
The project is an important part of the course. Each course participant is given a project brief. Participants are asked at the end of the course to produce an Experiential Marketing Proposal with their recommendations to the examiners. This gives participants the opportunity to use the knowledge they have obtained during the course in a focused way and develops proposal-writing and creative skills.
Online Lecture Modules, Subject Expert Feedback Sessions after each Module, practical case studies, end of module assignments. etc.
The Institute maintains a panel of qualified subject experts.
Anyone interested in developing skills or a career in Experiential Marketing. Early application is advisable as places are booking up fast.
Successful candidates qualify for the Diploma in Experiential Marketing. The Diploma is awarded at Distinction, Credit or Pass level.
On successful completion of this course you will receive a Diploma level qualification that is certified and awarded by the ICM (Institute of Commercial Management)
The Institute of Commercial Management was founded in 1979 and is one of the leading Professional Examination and Certification Bodies in the world today. Fitzwilliam Institute have developed and provided practical skills training courses in liaison with the Institute of Commercial Management qualifications and certifications framework for over 25 years. The Institute of Commercial Management certifications and continual professional development training awards are recognised by leading industries, bodies and professions.
Duration: You will have full access to online resources and subject expert support for one calendar year. However, you can complete the course in as little as 4 - 6 months, by dedicating 6-8 hours of study per week.
Course Fees: 795.00 GPB
To secure your place on the course the full fee is required. All fees must be paid in full before the course begins. Please note, the full course fees are inclusive of all course materials and certification costs.
Enrolment intake is strictly limited on this course. Early application is advised. Places are allocated on a first come first served basis.
Fitzwilliam Institute closes on Bank Holidays and for a number of days at Christmas and New Year. Fitzwilliam Institute reserves the right to postpone, cancel or alter courses without notice or to change any of the details in this brochure. Fees are not refundable unless the course is cancelled by Fitzwilliam Institute. Distance Learning courses are provided by Fitzwilliam Institute BGLS Ltd.
Year on year, we have the pleasure of training students from top UK and international companies. See where our most recent students come from and find out what they have to say.