Level: 3
Unit type: Internal
Guided learning hours: 60
Unit in brief
Learners plan and manage a customer immersion event for a selected product or service and evaluate its success.
Unit introduction
The marketing of products and services no longer relies on traditional audience interactions but instead on the emotional and physical connections that are formed with consumers. Marketeers are therefore implementing methods to align with consumers on a personal level, encouraging human interaction, excitement and engagement through unusual and creative experiences and events. Products and services that implement creative and innovative experiential events are more likely to improve sales and recognition by capturing consumers through emotions and experiences.
In this unit you will investigate how customer experiences are used in campaigns through experiential marketing. Using your findings, you will develop and manage an experiential marketing event for a selected product or service. Based on the success and feedback of your event you will evaluate the success of experiential marketing and make suggestions for improvements.
This unit will help you to progress to employment in marketing and events management roles. It will also help you to move on to further study in higher education and to professional qualifications related to marketing, promotion and events management.
Learning aims
In this unit you will:
A. Investigate the marketing of customer experiences for different products and services
B. Plan and deliver a customer experience to meet objectives
C. Reflect on the success of the customer experience in meeting set objectives.
