SEM245 - Brand Activation and Experiential Marketing

Subject Title
Brand Activation and Experiential Marketing

Subject Description
Brand Activation & Experiential Marketing examines how corporations that market consumer brands are increasingly incorporating events into their marketing mix to engage their target market in an interactive and multi-sensory brand experience. Students will learn how events are strategically being used by brand marketers to bring the brand personality to life, engage consumers with the brand, and to develop an emotional connection between the brand and the consumer.  The course will examine the rapid growth of brand experiential marketing and the role that social media and other forms of marketing communications have in promoting these events. Students will create and pitch an experiential campaign concept to an industry client.

Credit Status
One credit will be granted upon successful completion of this subject

Learning Outcomes
Upon successful completion of this subject the student will be able to:

Upon successful completion of this subject the student will be able to:

1. Examine the role of marketing agencies in the development and activation of brand experiential marketing campaigns.
2. Compare the objectives, strategies, and results of various ethno-cultural brand experiential campaigns globally, through case analysis and discussion.
3. Develop an inclusive brand experiential concept aimed at a diverse target market, based on the five C’s model (connection, control, content, currency, conversion) of experiential strategy.
4. Explain the ways that a brand activation can reinforce a brand’s positioning strategy and bring a brand's personality to life through a dynamic, targeted event activation.
5. Examine ways that brand marketers are incorporating DEI and sustainability practices into brand experiential campaigns and activations.
6. Recommend promotional strategies to expand the reach of a brand experiential campaign to diverse audiences.
7. Pitch a brand experiential campaign proposal to an industry client that meets the client’s marketing objectives.

Academic Integrity
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Please visit the Academic Integrity website http://open2.senecac.on.ca/sites/academic-integrity/for-students to understand and learn more about how to prepare and submit work so that it supports academic integrity, and to avoid academic misconduct.

Discrimination/Harassment
All students and employees have the right to study and work in an environment that is free from discrimination and/or harassment. Language or activities that defeat this objective violate the College Policy on Discrimination/Harassment and shall not be tolerated. Information and assistance are available from the Student Conduct Office at student.conduct@senecapolytechnic.ca.

Accommodation for Students with Disabilities
The College will provide reasonable accommodation to students with disabilities in order to promote academic success. If you require accommodation, contact the Counselling and Accessibility Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.

Camera Use and Recordings - Synchronous (Live) Classes
Synchronous (live) classes may be delivered in person, in a Flexible Learning space, or online through a Seneca web conferencing platform such as MS Teams or Zoom. Flexible Learning spaces are equipped with cameras, microphones, monitors and speakers that capture and stream instructor and student interactions, providing an in-person experience for students choosing to study online.

Students joining a live class online may be required to have a working camera in order to participate, or for certain activities (e.g. group work, assessments), and high-speed broadband access (e.g. Cable, DSL) is highly recommended. In the event students encounter circumstances that impact their ability to join the platform with their camera on, they should reach out to the professor to discuss. Live classes may be recorded and made available to students to support access to course content and promote student learning and success.

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