Experiential Marketing is a Marketing Strategy that Invites an Audience to Interact with a Business in a real Word Situation: Strategic Services Marketing Assignment, CCT, Ireland

Assessment Task

This paper requires a critical style of writing with evidence of external research. Based on individual research and group class discussions, answer both of the following questions: 

1. Experiential marketing is a marketing strategy that invites an audience to interact with a business in a real word situation. By being innovative an organization can develop the customer experience (CX) as one way to differentiate their brand and create a competitive advantage. Marketing teams must work to develop a unified brand vision and align resources to connect the brand promise with the customers’ perceptions and actual experience to create emotional connections and lasting memories.

Critically analyse how marketers can develop CX as an approach when marketing and differentiating their service offering. Highlight how the CX can promote brand engagement and build up long term relationships. (approx. 750 words) (MLO1 & 2)

2. Critically evaluate, using Disney as case study how Disney have been innovative in creating the customer experience in their theme parks and analyse how this may contribute to the overall Disney brand (approx. 750 words) (MLO 1, 2&4).

Both questions are quite broad to allow students to really debate and analyse the issues. It is important to demonstrate critical thinking with strong research links to theory, concepts and topics discussed in class, do not simply describe Disney and their theme parks.