LE HAVRE, France

Experiential Marketing & AI Influences in a Phygital World

when 28 June 2024 - 12 July 2024
language English
duration 2 weeks
credits 6 EC
fee EUR 1250

- Raise students’ awareness of the key role of experience and influence in Marketing and Sales.
- Teach participants how consumers are influenced by AI during their decision process.
 - Develop open-mindedness about the complementary approach of AI and Experiential approach in marketing.
 - Illustrate theories and practices through real case simulations and examples drawn from various sectors.
 - Improve performance through digitalization by using a transformation initiative.

Course leader

For any information, please contact short-term@em-normandie.fr

Target group

Courses are open to Undergraduate and Graduate students
To facilitate understanding, students should have basic notions of sales and communication, consumer behavior and social media. No additional knowledge is required.
For non-native speakers of English, B2 (CEFR) or equivalent (TOEFL IBT 72, IELTS 5.0, TOEIC 750) is highly recommended.

Course aim

Participants should be able to:
 - To know when and how to apply cognitive and sensory components to influence purchase decisions.
 - To define a differentiated experiential marketing strategy
 - To implement AI-based influencer communication and trigger positive WOM for their brand
 - To develop and implement predictive models for social media engagement
- To understand how consumers are impacted by conversational AI and adjust their brand strategy
 - To integrate transformative AI tools in the brand strategy and lead their target audience in a desire direction

Credits info

6 EC
6 ECTS Credits
30 class-hours + Independent learning hours

Fee info

EUR 1250: Early bird for application before 30, April 2024 : € 1100 (regular fee)
EUR 890: Partner University fee (please contact us : short-term@em-normandie.fr) to check eligibility.
Early bird for application before 30, April 2024 : € 690 (Partner University fee)