Extent: 3-ECTS (81 h)
Timing: Period 1 & 2
Level: Professional studies
“Work is Theater and Every Business a Stage”. Providing customers with extraordinary Experiences is the goal of managers in all sectors of hospitality and tourism. Experiences are increasingly seen as a source of competitive advantage. The claim that the Experience economy, which are define as those that charge for admission, have outstripped goods and services in growth and value, and that this demonstrates that competitive advantage can only be gained by giving the customer unique and memorable Experiences. This is done through treating 'work as theatre and every business a stage'. Indeed, “All the world's a stage, And all the men and women merely players: …”
On successful completion of this course students should be able to:
› understand the theoretical frameworks of Experience management;
› analyse the consumer experiences from two perspectives, the managerial, which focuses on staging and performance, and the consumer, which sees experience as an emotional flow laden with symbolic meaning; and
› use and utilise the understanding of Experience models in the hospitality and tourism organisations.
This course addresses the following topics:
› welcome to the Experience economy
› setting the stage
› the show must go on...
› get your act together
› surprise, surprise!
› work is theatre
› act, act, act!
› the end
Cooperation with the business community
Students will take part in learning activities about selected local partner organisations or local community members.
In this course taught in English it is ensured that the learning activities include a global/ international perspective. The facilitator is Portuguese and infuses international elements into the learning content and international resources are used in the courses readings. The facilitator also uses instructional methods appropriate to a culturally diverse student population.
Learning and teaching methods
In this course two main learning methods are used: (1) directed learning; and (2) self-directed learning. Directed learning is used in form of assignments. Self-directed learning is also an important part of this course, and students are encouraged to develop the ability to learn on their own and thus take more responsibility for setting the objectives of their learning. Students should put emphasis on text review and vigorous reflection and debate. This is particularly important to explore and develop ideas from specific texts and evaluate issues related to Experience Management. Reading texts support the learning activities. In short:
› 80 hours of directed and self-directed learning
› The assessment of one’s own learning 1 h
Course assessment and grading
In this course students’ learning is assessed as follows:
› 10% written individual learning assignment 1
› 15% written individual learning assignment 2
› 15% written individual or pairs learning assignment 3
› 15% written individual learning assignment 4
› 15% written individual or pairs learning assignment 5
› 15% written individual learning assignment 6
› 15% written individual learning assignment 7
The course is evaluated on a scale excellent (5), very good (4), good (3), satisfactory (2), fair (1), fail (0). The assessment criteria is presented on a scale 1 - 3 - 5, where 1 = min. 45%-pts, 5 = min. 85%-pts
Handouts and essential reading list posted in Moodle
Course Management System (CMS)
The Course Management System used in this course is MOODLE
Feedback and Development
The facilitator will provide students with feedback, and students will be asked to complete an anonymous feedback form at the end of this course. The course will be improved based on student feedback.
Recognition of Prior Learning, RPL (in Finnish AHOT)
Studies completed at other educational institutes and/or work experience are not accredited as such towards the HAAGA-HELIA studies directly, but the required competences can be demonstrated by a ‘skill test’, individually agreed with the facilitator.
Dr. Mário Passos Ascenção | firstname.lastname@example.org | 040 4887 203