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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.

Related content and features

Video lectures

Experiental Brands Are Everywhere


Part 1 Contents
1. Why creating a customer experience is important.
2. The concepts of experiential brands.
3. Prof Schmitt’s experience from various brands in his home.
4. Closing thought: Managing the experience.

Key Concepts of Experiential Marketing


Part 2 Contents:
The two key concepts:
1. Strategic experiential modules (SEMs) and the five types of experiences you can create for your customers: Sense, feel, think, act and relate.
2. Experience Providers (ExPROs) Communicating the experience in a unified way.
3. Closing thought: You must create the right experience through the right experienctial providers in a unified and integrated way.

Customer Experiences


Part 3 Contents:
A 5-step framework for managing the customer experience:
1. Understanding the experiential world of the customer.
2. Building the experiential platform.
3. Implementing the brand experience.
4. Structuring the customer interface.
5. Engaging in continuous innovation.
6. Closing thought: Summary

Video lectures continued

Experiential Marketing in New York


Part 4 Contents:
Prof Schmitt takes a tour of flagship outlets in Manhattan:
1. Nike Town.
2. Victoria Secret.
3. Abercromblie & Fitch.
4. Apple Store.
5. Closing thought: There are examples in all industries.

Does Experiental Marketing Work?


Part 5 Contents:
Prof Schmitt examines experiential research. Can experiental brands:
1. Provide price premium?
2. Effect consumer behaviour?
3. Effect the levels of awareness?
4. Impact choice behaviour?
5. Closing thought: Research supports the theory.

Your professor

About Schmit

Bernd Schmitt

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.

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