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OEBU 2220A - Redesigning Marketing: Brand Experiences in the digital age

Type d'enseignement : Elective

Semester : Autumn 2018-2019

Number of hours : 24

Language of tuition : English



Course Description

This course will aim to connect core marketing concepts to the needs of today's Marketing specialists with concrete examples, case studies and external speakers from the field. Whether emerging or established, brands have an increasing amount of touch points with their audiences which requires marketers to understand the impact of the digital transformation of business on customer relationships as well as an array of new disciplines: data driven marketing, social media, storytelling, brand content, neuroscience, mobile marketing. This course is for all students who intend to connect the dots between textbook marketing and what it means when consumers attention is decreasing.


ZIBI, Carole (Director, Product Marketing and Content, EMEA LinkedIn)

Pedagogical format

We will devote each class to a theme and invite marketing experts, entrepreneurs, creative thinkers, strategic planners and marketing directors to share their experiences, doubts and certainties, as well as address any pragmatic questions students may have. Students will be asked one team work presentation on a brand deep dive with 2 other team members and two creativity/marketing exercises. They will also be asked to prepare questions for the speakers when they are announced in advance.

Course validation

As part of the program, students will be asked to work in teams on a brand they will choose to study from an innovation and consumer experience perspective. They will be evaluated on: individual class participation (20%), group work (30%) and two individual exercises (50%).


12 seminars of two hours each (24 hours). Credits: 4.

Required reading

  • Creative Confidence – David Kelley
  • Fast Company (app)

Additional required reading

Thinking fast and slow - Daniel Kahneman