Visualisation plan de cours
2026 / 2027
EM4W5M04
Creating Immersive & Memorable Brand Journeys
Programme
PGE PGE5 Marketing, Brand & Customer Experience
Semestre
A
Coefficient
3
Volume horaire
Face à face : 25 H
Travail personnel indicatif : 50 H
Discipline
Marketing
Nombre de places
45
Cours ouvert aux étudiants visitants
Oui
Langue d'enseignement
Anglais
Responsable
ROEDERER
Liste des intervenants
| Intervenant(s) | Volume horaire | ||
|---|---|---|---|
| Claire ROEDERER | claire.roederer@em-strasbourg.eu | 25 h CM |
Discipline
Marketing
Descriptif
Creating Immersive & Memorable Brand Journeys is a course focused on how brands can design meaningful, engaging, and lasting experiences for their audiences across digital and physical touchpoints. It explores the evolution of consumer behavior, the role of storytelling and technology in shaping perception, and the strategies brands use to build trust, loyalty, and emotional connection. Through case studies, creative workshops, and hands-on analysis, students will learn how to craft brand journeys that go beyond transactions to deliver impact, resonance, and long-term value. We live in an “experience economy,” and business students trained to develop and execute rich experiences will have better job opportunities and career trajectories awaiting them.
Intelligence artificielle
Ce cours intègre des contenus relatifs à l'intelligence artificielle (concepts, enjeux, applications, méthodes ou impacts de l'IA), au-delà de la simple utilisation d'outils d'IA comme support pédagogique
MAC
Co-concevoir des solutions managériales pour un objectif durable/Co-design managerial solutions to achieve sustainable o
6 ECTS
Contribution pédagogique du cours au programme
Develop impactful management using the latest knowledge and tools in the fields of management |
|---|
| Determine a strategic and managerial vision in a complex, uncertain and changing environment |
| Design solutions adapted to organizational problems by applying relevant methodologies |
Develop advanced managerial skills for responsible leadership |
| Recommend critical decision making to drive change in organizations |
| Defend own ideas effectively, both orally and in writing, with a professional attitude |
| Adopt a responsible leadership attitude by taking an active role in one's own development and that of one's teams |
Objectifs pédagogiques - COGNITIVE DOMAIN
A l'issue du cours, l'étudiant(e) devrait être capable de / d'...
- appraise the specifics of experiential marketing
- justify the selection of psychological principles for specific experiential marketing contexts.
- develop a good understanding of the science and psychology of experiential marketing
- design experiential marketing strategies that integrate relevant scientific and psychological principles.
- develop experiential marketing solutions aligned with defined brand and consumer objectives.
Objectifs pédagogiques - AFFECTIVE DOMAIN
A l'issue du cours, l'étudiant(e) devrait être capable de / d'...
- display several examples of good (and bad) experiential marketing executions
- question the relevance of experiential marketing strategy to develop a competitive advantage
Objectifs pédagogiques — Objectifs de développement durable (ODD)
ODD portés par la politique RSO de l'EM.
Plan / Sommaire
Class 1 - 12 Nov : Introduction & Course Overview • Syllabus • What is Experiential Marketing? • Immersion and Brand Journeys • Introduction to the Strasbourg Christmas Market project
Class 2 - 12 Nov : The SCENE Experiential Framework • Understanding the SCENE rubric • Applying SCENE to experiential spaces • Project briefing
Class 3 - 13 Nov : Storytelling in Experiential Marketing • The five-point scenic structure • Creating meaningful customer journeys
Class 4 - 13 Nov : SCENE – Sensory Elements• Designing multisensory experiences • Atmosphere, sound, lighting, smell, and aesthetics
Class 5 - 19 Nov : SCENE – Cognitive & Engagement Elements • Participation • Interaction • Emotional and cognitive engagement
Class 6 - 19 Nov : SCENE – Narrative Essentials • Narrative coherence • Theming • Symbolism • Preparing the field observation
Class 7 - 27 Nov : Onsite – Strasbourg Christmas Market • Field visit • Observation and data collection using the SCENE model • Analysis of the market as a temporary themed experiential environment
Class 8 - 27 Nov : Workshop & Debrief • Group discussion • Organizing observations • Connecting field data to experiential marketing concepts • Preparing presentations
Class 9 - 2 Dec : Group Presentations • Presentation of SCENE analyses • Discussion of marketing outcomes • Feedback and course wrap-up
Class 2 - 12 Nov : The SCENE Experiential Framework • Understanding the SCENE rubric • Applying SCENE to experiential spaces • Project briefing
Class 3 - 13 Nov : Storytelling in Experiential Marketing • The five-point scenic structure • Creating meaningful customer journeys
Class 4 - 13 Nov : SCENE – Sensory Elements• Designing multisensory experiences • Atmosphere, sound, lighting, smell, and aesthetics
Class 5 - 19 Nov : SCENE – Cognitive & Engagement Elements • Participation • Interaction • Emotional and cognitive engagement
Class 6 - 19 Nov : SCENE – Narrative Essentials • Narrative coherence • Theming • Symbolism • Preparing the field observation
Class 7 - 27 Nov : Onsite – Strasbourg Christmas Market • Field visit • Observation and data collection using the SCENE model • Analysis of the market as a temporary themed experiential environment
Class 8 - 27 Nov : Workshop & Debrief • Group discussion • Organizing observations • Connecting field data to experiential marketing concepts • Preparing presentations
Class 9 - 2 Dec : Group Presentations • Presentation of SCENE analyses • Discussion of marketing outcomes • Feedback and course wrap-up
Prérequis nécessaires
Connaissances en / Notions clés à maîtriser
Marketing Basics/ Consumer BehaviorSupports pédagogiques
Mandatory tools for the course
- Other :Moodle platform
- Upload of class documents- Interface to submit coursework
Adossement à la recherche
Ce cours est adossé à la recherche.
- Research-led (par les contenus)Le cours mobilise des connaissances issues de la recherche académique récente.
- Research-oriented (par les méthodes)Le cours initie les étudiants aux méthodes, outils ou raisonnements de recherche (collecte/traitement de données, ateliers méthodes, exercices de protocole, etc.).
Bibliographie/références académiques
cf. course on Moodle Reading listTravaux de recherche de l'EM
Mourey J.A and Edler R S (2019) Dynamic by Design: How Incorporating Dynamism in Advertising Affects Evaluations,JACR, volume 4, number 4. Published online September 6, 2019. http://dx.doi.org/10.1086/70503. Roederer C and Revat R (2019) Experiential Staging in the Urban Space : Video Mapping of Places and Non-Places, International Journal of Art Management, 21, 2, 15-26. Filser M. and C. Roederer C. (2023) coord. Experience as an academic object and managerial realities, EMS.Modalités d'évaluation
Liste des modalités d'évaluation
Evaluation finale 1
Séance n° 9
Compétence mesurée
ILO1.1-PGE, ILO1.3-PGE
Seconde chance
Séance n° 9
Compétence mesurée
ILO1.1-PGE, ILO1.3-PGE
Evaluation finale 2
Compétence mesurée
ILO1.1-PGE, ILO2.2-PGE, ILO2.3-PGE
Seconde chance
Compétence mesurée
ILO1.1-PGE, ILO2.2-PGE, ILO2.3-PGE