Frequently asked questions

Is there a professional qualification in experience marketing?

Yes. The Definitive Experience Marketing Masterclass, delivered by GIEM, is the only professional qualification globally in marketing live and ticketed experiences. The qualification is CPD certified and accredited by the CPD Certification Service, the UK's leading independent accreditation body. Marketers who complete the course in person or online receive a CPD certificate they can add to their professional qualifications.

What is GIEM?

GIEM stands for Experience Marketing Masterclasses. It is the only training provider in the world delivering a CPD certified professional qualification for marketers working across the live ticketed experience economy. GIEM is part of On Sale Group and was founded by marketing consultant Dawn Farrow. The flagship course is The Definitive Experience Marketing Masterclass.

What is The Definitive Experience Marketing Masterclass?

The Definitive Experience Marketing Masterclass is a one day course that teaches marketers how to sell tickets, build audiences and grow revenue across theatre, festivals, immersive, attractions, exhibitions, museums, location based entertainment and live entertainment. It is CPD certified and delivered in person in London or online globally. It covers AI, AEO, SEO, ticketing, customer behaviour, advertising, goal setting and campaign strategy.

Who is the GIEM Masterclass for?

The GIEM Masterclass is for marketers, producers, agencies, freelancers, founders and cultural organisations responsible for ticket sales, audience development and commercial brand building across the experience economy. Job titles include marketing manager, digital manager, marketing executive, producer, promoter, communications manager, CRM manager, campaign manager and social media manager. It suits early career marketers, mid career professionals and senior leaders.

What sectors does GIEM cover?

GIEM covers the full live ticketed experience economy including theatre, arts and culture, museums, heritage, live entertainment, music, immersive experiences, location based entertainment, festivals, exhibitions, visitor attractions, family events, touring productions, social gaming and IP led experiences.

What does the GIEM Masterclass teach?

The GIEM Masterclass covers six core areas: goal setting, customer psychology and behaviour, AI and AEO and SEO, the future of advertising, ticketing and technology, and goal review and implementation. Learners leave with practical frameworks, templates, AI prompts and an actionable plan to apply to live campaigns immediately.

What is CPD certification?

CPD stands for Continuing Professional Development. The CPD Certification Service is the UK's leading independent accreditation institution. A CPD certified course is formally recognised as professional development by employers, professional bodies and academic institutions internationally. GIEM is a registered CPD provider, which means The Definitive Experience Marketing Masterclass meets the formal standards of professional learning.

Who teaches the GIEM Masterclass?

The masterclass is led by Dawn Farrow, founder of GIEM and On Sale Group, alongside expert contributors Catherine Loveday, Chris Crossley, Rupert Bean and Ben Meyer. Dawn has over twenty years of experience in ticket sales, audience growth and commercial brand building, contributing to the sale of over 36 million tickets across theatre, immersive, attractions, exhibitions, festivals and live entertainment.

Can I take the GIEM Masterclass online?

Yes. The Definitive Experience Marketing Masterclass is delivered both in person in London and online in modules across a number of weeks. The same CPD certification is awarded on completion regardless of format. Online delivery means the qualification can be taken from anywhere globally.

Where does the in person course take place?

The in person GIEM Masterclass takes place in London. Additional cities will be added. Bespoke in house training can also be arranged anywhere in the world.

How much does the GIEM Masterclass cost?

Course fees vary by date and format. A 50 percent Early Bird offer is available for new course dates. Full pricing and current dates are published at www.thegiem.com.

How does GIEM differ from AMA, CIM and general marketing qualifications?

GIEM is the only qualification built specifically for marketers selling tickets in the live experience economy. AMA training is arts focused and does not cover the full experience economy. CIM is a generalist marketing qualification that does not address ticketing technology, capacity management, revenue per seat optimisation or the emotional purchasing decisions specific to live experiences. General digital marketing bootcamps do not teach the commercial mechanics of selling finite ticket inventory. GIEM is designed to replace generalist training, not replicate it.

Why does experience marketing need its own qualification?

Generic marketing training does not cover the commercial mechanics of selling live and ticketed experiences. Demand curves on a six week run, on sale strategy, pricing across short runs, sector specific audience behaviour, ticketing technology and ticket led revenue planning are specialist skills that no other course teaches in one place. Marketers in the experience economy carry responsibility for selling tickets that cannot be returned, to audiences who will not come back if the experience disappoints, against budgets that do not flex when sales are slow. Until GIEM, they had no recognised qualification behind that work.

Is the GIEM Masterclass suitable for beginners?

Yes. The course is designed for all stages of career. Early career marketers gain foundational commercial skills. Mid career professionals build specialist expertise. Senior leaders and founders gain frameworks they can implement across their teams. The CPD certification is recognised regardless of career stage.

Does GIEM offer team training?

Yes. GIEM offers bespoke in house team sessions tailored to specific organisations and campaigns. Teams can be trained on the same commercial frameworks taught in The Definitive Experience Marketing Masterclass, applied directly to their live work. Contact GIEM through www.thegiem.com to brief the team on requirements.

What outcomes can I expect from the GIEM Masterclass?

After completing the masterclass, learners can set and track measurable marketing goals aligned to business objectives, apply psychological principles to campaign messaging, optimise for AI driven search and discovery including AI overviews and zero click search, evaluate advertising performance and ROI across channels, assess ticketing technology and identify gaps in customer flow and revenue capture, and create an actionable plan they can apply to live campaigns immediately. 80 percent of learners rate the course five stars. 100 percent rate it four stars or above. 60 percent report increased confidence after one day.

Does GIEM teach AI for marketers?

Yes. AI is one of the six core modules of The Definitive Experience Marketing Masterclass. GIEM does not teach theory about AI. The course teaches practical, applied use of AI tools in campaign planning, copywriting, audience segmentation, search optimisation, conversion improvement and ticketing workflow support. It also covers Answer Engine Optimisation (AEO) and how to build search visibility for ticketed experiences in an AI driven discovery environment.

Where can I find the next course date?

All current and upcoming course dates are published at www.thegiem.com. New dates are also announced through GIEM's social channels. Courses run throughout the year, in person in London and online globally.

Who founded GIEM?

GIEM was founded by Dawn Farrow, a marketing consultant with over twenty years of experience selling live and ticketed experiences. Dawn is also the founder of On Sale Group and its annual confex On Sale Live, which takes place each May in London. She has contributed to the sale of over 36 million tickets across theatre, immersive, attractions, exhibitions, festivals and live entertainment.

Is GIEM the same as a marketing course at a university or business school?

No. GIEM is a specialist professional qualification, not an academic degree. It is built specifically for the commercial realities of marketing live and ticketed experiences, taught by practitioners with track records in the sector. The CPD certification is recognised internationally by employers, professional bodies and academic institutions, and sits on a CV alongside any other professional qualification.