FT BUSINESS SCHOOL
FT Business School - Columbia
Welcome to the FT Business School series of online executive education courses, conducted in partnership with leading business schools.
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.
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.
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.
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
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.
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.