MKTU9DM - Digital and Experiential Marketing (Spring, Elective)

MODULE CODE:                 MKTU9DM

Semester:                         Spring

Credit Value:                     20

Module Coordinator:         Dr Markus Wohlfeil

Contact Hours:                  22 Lectures, 8 Seminars

Assessment:                     100% coursework

Module Overview:

This is a newly developed module that reflects on current trends in contemporary marketing theory and practice. This module is an optional module offered as part of the Stirling Management School’s undergraduate module portfolio. Although it would best complement the content of the BA (Hons) Marketing and BA (Hons) Retail Marketing programmes, the module would also be very relevant to other business and management students who are interested in marketing and contemporary consumer culture.

The main aim of this module is to introduce students to the latest developments in both experiential marketing and digital marketing, which are grounded in professional advances and current research.  In addition to examining the key ideas and theoretical foundations behind traditional experiential marketing strategies such as retailscapes, event-marketing and brand lands, the module will also explore the role and growing importance of social media and digital marketing in creating unique brand experiences for consumers. A variety of topics will be covered, including: birth of the “experience society”, retailscapes, event-marketing & brand lands, the “digital” consumer, viral WoM campaigns, social media, co-created brand experiences, and netnographic market/consumer research.

 Learning Outcomes: 

  1. A critical appreciation of the theoretical foundations underlying experiential marketing and digital marketing strategies alongside current and emerging practitioner applications, including marketing decisions, consumer behaviour and market research methods
  2. An understanding the development of appropriate experiential and digital marketing strategies within a changing environment to meet various business, marketing and stakeholder demands
  3. A critical appreciation of customers including customer expectations, service and orientation
  4. The theoretical and practical ability to use relevant communication and information technologies in the design, planning and implementation of experiential and digital marketing campaigns in business and marketing
  5. An ability to work constructively with other students in a team and to practice multiple cooperative management skills including communication, problem-solving, delegation & coordination, time-management, independent action, creative initiative and teamwork
  6. A critical and practically-applied appreciation for further contemporary and pervasive issues in the development of successful experiential marketing campaigns, such as creativity, collaboration, innovation, responsibility, commercial awareness and entrepreneurship


  • Dahl, Stephan (2015), Social Media Marketing: Theories and Applications, London: Sage
  • Mikunda, Christian (2004), Brand Lands, Hot Spots & Cool Spaces: Welcome to the Third Place and the Total Marketing Experience, London: Kogan Page.
  • Belk, Russell W. & Rosa Llamas (Eds.) (2013), The Routledge Companion to Digital Consumption, Abingdon: Routledge.
  • Tuten, Tracy L. & Michael R. Solomon (2013), Social Media Marketing, New Jersey: Pearson.
  • Richardson, Brendan (2013), Tribal Marketing, Tribal Branding: An Expert Guide to the Brand Co-Creation Process, Basingstoke: Palgrave Macmillan.
  • Schmidt, Bernd (1999), “Experiential Marketing”, Journal of Marketing Management, 15 (1-3), 53-67.
  • Pine II, B. Joseph & James H. Gilmore (1998), “Welcome to the Experience Economy”, Harvard Business Review, 76 (4), 97-105.
  • Wohlfeil, Markus & Susan Whelan (2005), “Event-Marketing as Innovative Marketing Communications: Reviewing the German Experience”, Journal of Customer Behaviour, 4 (2), 181-207.


This module information is representative of what is included in the module in a given year. Details of actual reading, lectures and coursework may vary year to year and will be available at the beginning of the semester.

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