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Crafting Brand Experiences with MSc Marketing Students: Nottingham University Business School

By Wavelength Marketing15th November 2015November 15th, 2016News

The divide between theory and practice is often discussed and even disputed in managerial and academic circles, so it was great to be invited by Dr Sally McKechnie to deliver a very practical session on brand experiences to MSc Marketing students at The University of Nottingham Business School.

The highly interactive session gave students an introduction to why emotion trumps function and how the best brands now compete through the delivery of engaging brand experiences.

Paul Fellows, currently studying for his MSc in Marketing at Nottingham, attended the session and noted:

“I really enjoyed how we got to work in groups on a brand of our choice to see how we interpreted their contact points. This made the work a lot more fun and it was interesting to see others point of view. I also really liked how we explored the science behind creating an emotionally charged brand experience, for example, that emotion stimulates the brain 3000 times faster than rational thought. This proves that people are meant to be emotionally charged and tapping into that is vital for any marketing manager.”

Dr. Sally McKechnieAssociate Professor in Marketing at University of Nottingham outlined:

“Our students now have a greater appreciation of the importance of building emotionally charged brand experiences in practice. Darren Coleman’s talk was very well delivered!’

Reflecting on the talk, Darren Coleman notes:

“Nottingham has a special place in my heart. I went back there to study after several years of working as a ‘mature student’. The Business School is superb. It’s also no exaggeration to say that one of Dr McKechnie’s lectures changed my life when she introduced a service branding paper published by Professor Leslie de Chernatony. The topic fascinated me from the outset and a few months later I was fortunate enough to be under the doctoral supervision of Professor de Chernatony and Professor Christodoulides at Birmingham.”

“Although we only had two hours, and it was a group of about 50 students, we managed to cover a lot of ground ranging from the psychology of emotion right through to multisensory branding. As expected, the students were very quick on the uptake and more importantly started to piece together the ideas I was putting across with materials Dr. McKechnie had covered in earlier lectures, which was very pleasing to see.”

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