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Activation Marketing
Scholar Year: 2023/2024 - 2S
| Code: |
MGM09 |
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Acronym: |
AM |
| Scientific Fields: |
Marketing |
Courses
Teaching language
Portuguese
Intended learning outcomes (Knowledges, skills and competencies to be developed by the students)
After the course unit is expected to know how to develop actions that allow the development of products with its target group:
• Propose the communication variables that are more adjusted to the development of the brand at the point of sale;
• Propose "customer contact hot spots" through which the brand's relationship with its target group is built and developed.
It is also intended that they develop competencies of:
• Evaluate multiple data sources, realizing their uses and limitations;
• Constructively criticize, draw conclusions and make strategic and / or operational recommendations;
• Propose decisions in complex organizational environments and change, applying their technical knowledge;
• Performance (execution) in several environments, often in contexts of some uncertainty and insufficient information, focused on achieving the defined objectives.
Syllabus
1. From brand activation to activated customers
2. Customer profiles and patterns in brand activation
3. Brand activation techniques
4. The measurement of brand activation activities
Demonstration of the syllabus coherence with the UC intended learning outcomes
The syllabus aims to respond to the need to identify the brand activation variables most suited to brand development (points 1 and 2), as well as to develop customer contact actions, identifying the "hot spots" through which to build and develop the brand's relationship with its target group, implementing the actions best suited to this purpose (point 3). Finally, it is important to measure the effectiveness of the branding plan (point 4).
Teaching methodologies
In the instruction model, the inverted class model will be used, in particular using Team-Based Learning, in B-learning format.
Team-Based Learning is an evidence-based collaborative teaching and learning strategy designed around instructional units known as “modules”, which are taught in a three-step cycle: preparation, readiness testing classroom and application-focused exercises.
According to this model, the student is required to prepare individually prior to class, with subsequent discussion within and between groups. Finally, it culminates in a group-led challenge.
Continuous evaluation:
- Individual readiness tests: 30%
- Group readiness tests: 20%
- Application exercises: 20%
- Final plan: 30%
Final evaluation:
• Written exam (100%)
Demonstration of the teaching methodologies coherence with the curricular unit's intended learning outcomes
The syllabus aims to respond to the need to identify the brand activation variables most suited to brand development (points 1 and 2), as well as to develop customer contact actions, identifying the "hot spots" through which to build and develop the brand's relationship with its target group, implementing the actions best suited to this purpose (point 3). Finally, it is important to measure the effectiveness of the branding plan (point 4).
Assessment methodologies and evidences
Continuous evaluation:
- Individual readiness tests: 30%
- Group readiness tests: 20%
- Application exercises: 20%
- Final plan: 30%
Final evaluation:
• Written exam (100%)
Attendance system
Required attendance to 4 classes to carry out continuous assessment.
Bibliography
• McKay, Alex; Brown, Graham; Skalberg, Neale (2016). Brand Activation: Implementing the Real Drivers of Sales and Profit. Fontaine Publishing Group.
• Rossman, J. Robert; Duerden, Mathew D.; Pine, B. Joseph (2019). Designing Experiences. Columbia Business School Publishing.
• Batat, Wided (2019). Experiential Marketing: Consumer Behavior, Customer Experience and The 7Es. Routledge
Observations
NA
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