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B.P3 Produce an outline plan including immersion experiences for an experiential marketing event that will promote a selected product or service
Unit 10: Customer Immersion Experiences
Level: 3
Unit type: Internal
Guided learning hours: 60
Un i t in brief
Learners plan and manage a customer immersion event for a selected product or service and evaluate its success.
Unit i ntr od uct io n
The marketing of products and services no longer relies on traditional audience interactions but instead on the emotional and physical connections that are formed with consumers. Marketeers are therefore implementing methods to align with consumers on a personal level, encouraging human interaction, excitement and engagement through unusual and creative experiences and events. Products and services that implement creative and innovative experiential events are more likely to improve sales and recognition by capturing consumers through emotions and experiences.
In this unit you will investigate how customer experiences are used in campaigns through experiential marketing. Using your findings, you will develop and manage an experiential marketing event for a selected product or service. Based on the success and feedback of your event you will evaluate the success of experiential marketing and make suggestions for improvements.
This unit will help you to progress to employment in marketing and events management roles. It will also help you to move on to further study in higher education and to professional qualifications related to marketing, promotion and events management.
Learning aims
In this unit you will:
A Investigate the marketing of customer experiences for different products and services
B Plan and deliver a customer experience to meet objectives
C Reflect on the success of the customer experience in meeting set objectives.
Assessment criteria
Pa ss Mer i t Dis t i n c t io n
Learn i n g aim A: Investigate the marketing of customer experiences for different products and services
A . D1 Evaluate the importance of customer immersion experiences in the promotion of different products/ services to achieve successful outcomes.
A . P1 Explain the purpose of using customer experiences in marketing campaigns.
A . P2 Describe the use of customer immersion experiences in the promotion of different products/ services.
A . M1 Analyse the effectiveness of customer immersion experiences in the promotion of different products/ services.
L earn i n g aim B: Plan and deliver a customer experience to meet objectives
B . D2 Implement a comprehensive plan including well-developed immersion experiences to effectively promote a selected product or service.
C . D3 Evaluate the importance of the detailed customer experience plan and immersion experiences in the effective promotion of a selected product or service, justifying suggestions for improvement.
B . P3 Produce an outline plan including immersion experiences for an experiential marketing event that will promote a selected product or service.
B . P4 Produce a basic budget and timescale for an experiential marketing event.
B . P5 Demonstrate relevant management and marketing skills when running an experiential event and gathering audience feedback.
B . M2 Produce a detailed plan including appropriate immersion experiences with detailed research, budgeting and timescales that will promote a selected product or service.
B . M3 Demonstrate effective management and marketing skills when running an experiential event and gathering audience feedback.
L earn i n g aim C: Reflect on the success of the customer experience in meeting set objectives
C . P6 Review the success of the customer experience in meeting aims and objectives.
C . M4 Analyse the success of planning and use of immersion experiences in promoting a product or service effectively, outlining relevant areas for improvement.
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