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IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
Professeur(s) responsable(s)Y.MOYSAN
Intervenant(s)Yvon MOYSAN

Pré requis

Students must have a knowledge of marketing and branding concepts.

Objectifs du cours

At the end of the course, the student should be able to:
- Evaluate the level of experientiality of a brand, as well as the quality of the experience delivered
- Develop a marketing plan to deliver an experience
- Develop a research plan to examine consumers' experiences with a brand

Contenu du cours

The objective of this course is to give students the conceptual and methodological tools for managing consumers' experiences with products and brands. The course is interactive in nature and consists of several parts: class lectures, group project, in-class exercise, and an in-class group case study. Lectures will cover the following topics:
1) The basics of experiential marketing;
2) Models of experiential marketing;
3) Research methods in experiential marketing;
4) Frontiers in experiential marketing.
In the group project, students will have to analyze the experience offered by a given company/brand, suggest how to implement it, and select the right channels to that scope. In the in-class exercise and group case study students will deal with real-life examples, that they will have to analyze and for which they will have to propose a solution applying the concepts discussed in class. Throughout the course an active and critical approach is required.

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class18,00  
Independent study
Group Project10,00  
Estimated personal workload8,00  
Charge de travail globale de l'étudiant36,00  

Méthodes pédagogiques

  • Project work
  • Interactive class


Students will be evaluated based on class participation (10 percent), in-class exercise (15 percent), case study (15 percent), and a group project (60 percent).

Type de ContrôleDuréeNombrePondération
Continuous assessment
Individual Project0,00160,00
Written Report0,00115,00
Case study0,00115,00
TOTAL     100,00


  • Schmitt, Bernd H. and David Rogers (eds.) (2008), Handbook on Brand and Experience Management, Boston: Elgar Publishing. -

  • Schmitt, Bernd H. (1999), Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, Relate to Your Company and Brands. New York: The Free Press. -

  • Pine, Joseph B., II, and James H. Gilmore (1999), The Experience Economy: Work Is Theatre and Every Business a Stage, Cambridge, MA: Harvard Business School Press. -

Ressources internet

* Informations non contractuelles et pouvant être soumises à modification
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