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Media & Strategy · MS elective · 3 credit hours · 16 sessions

Immersive Marketing with AR/VR and Experiential Media

Experience is the new currency. This futuristic course explores how brands can use Extended Reality (XR) to create memorable interactions. Students will move beyond 2D screens to design “Phygital” campaigns—blending physical events with digital overlays. The curriculum covers Augmented Reality (AR) product try-ons, Virtual Reality (VR) brand worlds, and the rise of the Metaverse in marketing.

§ 01 By the end you can
  1. Analyze the "Experience Economy" and the shift from services to transformations
  2. Design AR Filters (Spark AR/Lens Studio) for brand engagement
  3. Create VR concepts for immersive product demonstrations or training
  4. Understand "Phygital" marketing: QR codes, NFC, and Projection Mapping
  5. Evaluate the ethical implications of biometric data and privacy in XR
§ 02 Sixteen sessions

The whole semester.

  1. 01The Experience Economy: Staging Experiences
  2. 02The XR Spectrum: AR, VR, and MR defined
  3. 03Augmented Reality: Filters & Social AR
  4. 04Virtual Reality: Brand Storytelling in 360
  5. 05WebAR: Immersive experiences without apps
  6. 06"Phygital" Marketing: Blending Online/Offline
  7. 07Virtual Goods & NFTs as Marketing Tools
  8. 08 · MidtermMidterm Examination
  9. 09Virtual Showrooms & Retail 3.0
  10. 10Gamification in Marketing
  11. 11Projection Mapping & Spatial Design
  12. 12The Metaverse: Hype vs. Opportunity
  13. 13Haptic Technology: Marketing you can feel
  14. 14Experiential Events: Pop-ups & Activations
  15. 15Ethics & Privacy in Immersive Tech
  16. 16Final Project: The Immersive Brand Activation Pitch

Midterm around session 8. Final project briefed at session 8 or 9 and developed in stages until the juries.

§ 03 Final project

Final Project: The Immersive Brand Activation Pitch

How it’s judged

Recommended reading
  1. Marketing in the Metaverse by Cathy Hackl
  2. The Experience Economy by B. Joseph Pine II and James H. Gilmore
  3. Augmented Human by Helen Papagiannis
  4. Reality Check: How Immersive Technologies Can Transform Your Business by Jeremy Dalton
  5. Infinite Reality by Jim Blascovich and Jeremy Bailenson
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