In 2010, Professor James Kekanovich was commissioned by Durham College to write a General Education course called "The Brand Experience". This course has been integrated with the 2011 course calendar at Durham College. A PDF of the course is available below.
Course Description: This course illustrates how brands, by customizing the space in which you experience them, relate to your personality and influence your purchase decisions. Students examine spaces such as retail stores, malls, entertainment venues, architecture, exhibits, events and cyberspace in order to create their own projects relevant to the brand experience.
Course Rationale: As consumers, students will expand on their existing understanding of events, exhibits, retail stores, architectural cultural symbols and cyberspace in order to understand how brands become experiences in the experience economy. Business philosophies have evolved to a relationship marketing orientation, where marketers create opportunities for their consumers to interact directly with their brands in temporary and permanent spaces. Within these spaces, brands are staged as events, which appeal to the consumers’ senses in order to command attention and retention. This course will help students understand how they consume brands in their experiences.
You can link to the Durham College program guide here:
The above recommendation from eventscape speaks to James Kekanovich's experience delivering lectures around brand experiences to advertising agencies, interior design firms and architectural firms in Toronto, Montreal, Ottawa, Calgary, Vancouver, New York and Chicago.
