FT BUSINESS SCHOOL
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FT Business School Online: Bernd Schmitt of Columbia
In the second online executive education course in partnership with leading business schools, FT.com presents a lecture on experiential marketing by Bernd Schmitt, director of the Center on Global Brand Leadership at Columbia Business School in New York.
The programme is in five parts, with suggested readings to accompany each of the video installments.
In addition, you can enter to win a place on Prof Schmitt’s course at Columbia Business School by completing our quiz online - answers are submitted by email.
Day 1: Watch the video
Professor Bernd Schmitt explains how important it is to provide a great experience for your customers.
Day 2: Watch the video
Professor Bernd Schmitt explains the five ‘Strategic Experiential Modules’ - and how to provide them to the customer.
Day 3: Watch the video
How do you create an experiential marketing platform? Professor Bernd Schmitt explains the framework for managing the customer experience.
Day 4: Watch the video
Implementing the customer experience: Professor Bernd Schmitt takes the a tour of flagship retail outlets in Manhattan that use experiential marketing.
Day 5: Watch the video
In the final installment of a five-part series, Professor Bernd Schmitt describes how experiential marketing affects sales.
Related content and features
Your professor
About Schmit
Bernd Schmitt is Robert D. Calkins Professor of International Business at Columbia Business School in New York where he directs the Center on Global Brand Leadership, the leading global forum on branding issues for researchers and executives.
Elsewhere
Schmitt’s blog
Read Prof Schmitt’s blog on topics such as brands, hair, marketing and Zidane
MeetSchmitt.com
Including further speeches and videos
Quiz
Quiz: Win a place at Columbia Business School
Enter our quiz - and you could be joining Prof Schmitt’s students in New York
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