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Taught by: Bernd H. Schmitt
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The three-part Brand Leadership series is structured around three hot topics in the business world today:
What makes a strong brand, and how does it provide value?
How should we manage global brands and the experiences they provide?
How can we bring more creativity into business—for internal as well as external branding?
In e-seminar 2, Experiential Branding, Professor Bernd Schmitt of Columbia Business School argues that it's not enough for marketers to promote the "features and benefits" of their brands. With so many products of similar purpose and quality on the market, managers need to provide customers with desirable "experiences." Using examples from successful marketing campaigns, he describes the five types of experiences—SENSE, FEEL, THINK, ACT, and RELATE—and the alternatives for providing them, including television and print advertising, retail environments, and Web sites.
The e-seminar looks at a number of strategic issues related to experiential marketing, including managing the online experience, extending the brand, and building brand relationships. It also features a guest speaker from the private sector.
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| 3-5 hours |
| Anytime |
| Not-for-Credit |
| None |
| None |
| FREE
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Note: Columbia students, faculty, staff, and alumni will need to use their University Network ID (UNI) to access e-seminars.
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E-Seminar Objectives | Outline | Instructor's Background | Recommended Reading | Technical Requirements
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Understand the types of campaigns marketers use to create desirable customer experiences.
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Learn the options for instantiating these experiences.
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Consider several strategic issues related to experiential marketing.
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Analyze a particular brand's experiential approach (optional assignment).
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1. Features vs. Experience
2. Types of Experience
3. Experience Providers
4. Strategic Issues
5. People as Brands
6. Conclusion and Assignment
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Bernd Schmitt (Ph.D., Cornell University) is Professor of Business at Columbia Business School in New York and the Executive Director of the Center on Global Brand Leadership with offices at Columbia Business School, the University of Munich, ESADE in Barcelona, and the University of Hong Kong.
Schmitt's best-selling books have been translated into fifteen languages. He is the author of Experiential Marketing: How to Get Customers to SENSE, FEEL, THINK, ACT and RELATE to Your Company and Brands (The Free Press, 1999). He is the coauthor of Marketing Aesthetics: The Strategic Management of Brands, Identity and Image (The Free Press, 1997) and most recently, Build Your Own Garage: Blueprints and Tools to Unleash Your Company's Hidden Creativity (The Free Press, 2001). In addition, he is the author and coauthor of more than fifty articles in marketing, management, and psychology journals.
Schmitt is a frequent keynote speaker at national and international conferences. He has worked with numerous clients around the world, including the Absolut Company, Ahold, American Home Products, Asatsu-DK, Avon, Cadbury-Schweppes, Cathay Pacific, Chandon Estates, Chubb Corporation, Clarica Life Insurance, Eli Lilly, Electronic Arts, Ericsson, Estee Lauder, Ferragamo, Ford, Gabelli Funds, Genesys, Glaxo Wellcome, Hearst Corporation, Henkel, Hilton Hotels, Kimberly-Clark, Landor, LVMH, McKinsey & Co., M&M Mars, Motorola, Ogilvy & Mather, Pacific Corp., Philip Morris, Pfizer, Porter Novelli, Procter and Gamble, R. R. Donnelly, SAP, Seagram, Sephora, Siemens, Sony, Sunstar, Tata Industries, Telefonica, 24/7 Media, Unilever, UNICEF, Vogue magazine, Volkswagen, Volvo and Wheelock (among others). He has appeared on CNN, CNNfn, BBC, CNBC, CNBC-Asia, NHK and other TV stations around the world and has contributed articles on business issues to the New York Times, the Financial Times, and the Asian Wall Street Journal.
For more information, please visit www.MeetSchmitt.com.
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Schmitt, Bernd H. Experiential Marketing: How to Get Customers to SENSE, FEEL, THINK, ACT, and RELATE to Your Company and Brands. New York: Free Press, 1999.
Pine, B. Joseph, and James H. Gilmore. The Experience Economy: Work is Theatre & Every Business is a Stage. Boston: Harvard Business School Press, 1999.
Rosen, Emanuel S. The Anatomy of Buzz: How to Create Word-of-Mouth Marketing. New York: Doubleday/Currency, 2000
Schmitt, Bernd H. . New York: Wiley, December 2002 (forthcoming).
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You will need to use a computer with Internet access to complete this course. We recommend the following minimum
configurations:
IBM-COMPATIBLE PC
Windows 95, 98, 2000, XP, or NT
64 MB of RAM (128 recommended)
Monitor: 800x600 resolution recommended
Connection: Internet service and 56K modem minimum
Browser: Internet Explorer 4 or above (Internet Explorer 5 strongly recommended) or Netscape 4.7 or above
Sound Card (if you can hear audio you have a sound card)
Plug-ins: RealPlayer 7 or later; Flash Player 5 or later; Acrobat Reader 5 or later
(all plug-ins are free)
MACINTOSH
MAC OS 8.6 or higher
64 MB of RAM (128 recommended)
Monitor: 800x600 resolution recommended
Connection: Internet service and 56K modem minimum
Browser: Internet Explorer 5 or above or Netscape 4.7 or above
Sound Card (if you can hear audio you have a sound card)
Plug-ins: RealPlayer 7 or later; Flash Player 5 or later; Acrobat Reader 5 or later
(all plug-ins are free)
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