The dynamics of marketing and communication have changed over the past 10-15 years. It is no longer a linear approach, and brands understood that, and started reacting accordingly. Brand activations is all about coming closer to your audience, and reaching out in an emotional, approachable way, a way where they would relate to the brand and support it. This course is all about understanding what brand activation is, how to generate ideas for activation programs, how would it all within in an integrated approach in a an Omni-channel world.

Temps présentiel : 17.5 heures

Charge de travail étudiant : 35.5 heures

Méthode(s) d'évaluation : Examen final, Examen partiel, Participation et assiduité, Travail personnel

Référence :
• Simon kemp – The Future of Marketing • Stahlberg, M. & Maila, V. Shopper Marketing • How to Increase Purchase Decisions at the Point of Sale • Paco Underhill – 2009 Why We Buy – The Science of Shopping