The aim of this course is to offer an understanding of the key concepts of experiential marketing. To introduce the fundamental methods and tools for researching and defining experiences from both the consumer side and the side of businesses operating in the cultural sectors such as, museums, theaters, festivals, archives, publishing houses, audiovisual and film production companies, creative and cultural tourism companies. The course aims to provide students with the ability to analyze and develop strategies on how consumers advance through key moments in the journey and how businesses can build detailed and where possible personalized experiences. The course will enable students to critically evaluate the role of experiences within organizations in both physical and digital contexts.