Event & Experiential Marketing: Practical Workshop

Course Introduction

Whether you are new to Event & Experiential Marketing or refining existing skills, this workshop-based course gives you a structured path through the subject as it applies to brand, digital channels and campaign performance, guided by instructors who have worked in the field.

Training Objectives

• 01Describe how Event & Experiential Marketing is defined, governed and measured in international practice
• 02Work through typical situations in brand, digital channels and campaign performance using structured Event & Experiential Marketing techniques
• 03Recognise common risks, errors and non-conformities linked to Event & Experiential Marketing — and how to prevent them
• 04Choose the right indicators and records to monitor Event & Experiential Marketing over time
• 05Translate the course learning into a realistic plan agreed with your line manager

What You Will Take Away

• Benchmarks and KPIs to track your own results
• A negotiation and communication cheat-sheet
• Worked examples using realistic regional scenarios

Who Should Attend

• Marketing Managers & Executives
• Brand & Digital Marketing Specialists
• Business Development Officers
• Communication Teams

Prerequisites: Open to all levels; participants are encouraged to bring a real work challenge.

Training Methodology

This is a hands-on workshop: short briefings followed by extended exercises, simulations and group activities, with most time spent applying rather than listening. Case material and examples are drawn from brand, digital channels and campaign performance.

Day-by-Day Programme (5 Days)

• Day 1
  Getting oriented: the landscape of Event & Experiential Marketing

  Scope, terminology and the standards and regulations that shape Event & Experiential Marketing in brand, digital channels and campaign performance.

• Day 2
  Core concepts and methods

  The principles, codes and best-practice approaches that leading organisations rely on for Event & Experiential Marketing.

• Day 3
  Applying it on the job

  Hands-on exercises using tools and templates for Event & Experiential Marketing, built around realistic situations in brand, digital channels and campaign performance.

• Day 4
  Cases, risks and lessons learned

  Case studies, typical pitfalls and the risk and compliance issues that arise with Event & Experiential Marketing.

• Day 5
  Bringing it together

  Consolidation workshop, personal action planning and a closing knowledge check on Event & Experiential Marketing.

Upcoming Sessions