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Experiential Marketing

Module Details
Audience: VP level and manager/director level
Duration: 2 – 4 hours
Location: Miami Herbert Business School, University of Miami


Consumers are met with more product options than ever before. This means the consumer can ask for more. They are no longer looking to buy goods and services, rather they want experiences. Whether that experience is the feeling of “Just Doing It” as they slip on their running shoes or the ability to wear black leather and feel like a rebel for a short period of time in the case of Harley Davidson, that is what gets consumers of all products and services not just to purchase but to fully engage and be loyal to a brand.

This course will discuss why and how every product and service needs to be engaging in experiential marketing. It will discuss the two-way communication and engagement that is facilitated and capitalized upon by experiential marketing. We will also cover the top strategies and best practices that can be implemented in both the short-term and long term including:

Case studies will focus on successful companies from a broad array of industries highlighting the strength of this new positioning technique for all firms to show how experiential marketing really works.


Claudia Townsend

Claudia Townsend is an associate professor of marketing at the University of Miami, Miami Herbert Business School. She performs research on consumer behavior and decision-making. Specifically, she examines how people make choices with a focus on how the visual presentation of information influences judgment and choice. She has published in leading marketing journals including the Journal of Consumer Research, the Journal of Marketing Research, and the Journal of Marketing. Dr. Townsend is on the Editorial Review Board of the Journal of Consumer Research as well as the Journal of Business Research. Dr. Townsend also has industry experience in market research and economic consulting. Dr. Townsend received her PhD at UCLA’s Anderson School of Management and B.A. from Brown University graduating magna cum laude with honors.
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