Olet täällä

Developing and Managing Experiences

Developing and Managing Experiences

 

Code: REG3RY023

Scope: 5 ECTS (135 hours)

Timing: Period 1 and 2 (Jan-May)

Language: English

Curriculum: Palveluliiketoiminnan johtamisen koulutus, restonomi (ylempi amk)

Course level: Advanced Professional Studies, Master

Course type: Elective

 

Dates for 2019:

In this course, students will have four contact learning days/sessions (9:15-16:45):

 

Rationale:

Consumer are guests to organizations, and they want Experiences, not products and services. The turn of the twenty-first century brought us domains such as the experience economy, the dream society, the attention economy, customer experience management, experience design, and alike. In the experience economy, Pine and Gilmore defend work becomes theater and every business is but a stage for offering economic experiences. And, in the dream society, Jensen envisages how the commercialization of emotion and the shift from information to imagination will transform business. Today, businesses are explicitly designing their brands not only to enhance the guest's experience but also to turn the brand itself into an experience fulfilling complex mixture of feelings, emotions, and dreams. For the Longinotti-Buitonis, selling dreams is already a reality as consumers eagerly pay €1,500 for a 20-course gastro-sensory meal, €15,000 hotel rooms and $250,000 to reserve a place on a suborbital trip organized by Virgin Galactic. In this course, I contend that in order to operate in the today’s economies, businesses need to conceptualize, develop and sell stages of dreams for their guests. This is done by acknowledging, work is theatre and every business a stage.

 

Description:

The socio-cultural fabric that surrounds people determines the way in which they perceive products and services, and it is no new thing to observe that society has changed significantly over the past decades. Experiences are important periods in people’s lives, as they possess the potential for catharsis. Managers have typically lumped experiences in with services, but experiences are a distinct economic offering, as different from services as services are from goods. Nowadays consumers unquestionably desire experiences, and more and more businesses are responding by explicitly developing and managing them. As experiences are increasingly seen as a source of competitive advantage, providing guests with meaningful and memorable experiences should be the purpose of present-day managers. For those who want that continuous be at the cutting edge in business, this course encourages constant imagination and creativity to develop extraordinary experiences, and lucrative business models. As participants progress through this course, they will acquire deeper understandings of how to apply experience development related competences to increasingly complex management contexts.

 

Learning outcomes:

In this course participants will be able to:

  • analyze the emergence and development of the experience economy;
  • apply key concepts and theoretical frameworks of experience development, design and management;
  • apply experience models into different types of organizations and contexts;
  • apply tools and methodologies of experience development and design;
  • analyze experiences from two perspectives - the managerial and the guest perspective
  • dramatize experiences;
  • digitalize of experiences;
  • judge the various research perspectives to study experiences;
  • measure the authenticity and memorability of experiences;
  • apply mass customization principles to personalize experiences; and
  • develop and evaluate business models.

 

Content:

The course content has relevance to participants pursuing a variety of different career goals in virtually any type of organization (public or private, large or small, doing business offline or online). The course addresses the following topics:

  • Origin and history of the experience economy;
  • Concepts and deep dive into the experience economy;
  • Frameworks for experience development;
  • Dramatization of experiences;
  • Digitalization of experiences;
  • Authenticity and memorability in experiences; 
  • Research perspectives on experience economy;
  • Mass customization of experiences; and
  • Business models for experiences businesses and concepts.

 

Co-operation with the business community:

Participants will take part in learning activities about selected local partner organizations or local community members.

 

International aspects:

In this course it is ensured that the learning activities include a global/international perspective. The Facilitator infuse international elements into the learning content and international resources are used in the course readings. The facilitator also use instructional methods appropriate to a culturally diverse audience.

 

Learning and teaching methods:

This course uses blended learning pedagogical approaches, such as flipped classroom, supported by three main learning forms: (1) contact learning; (2) directed learning; and (3) self-directed Learning. A proportion of the course hours provide the opportunity for learning contact between students and experts (the facilitator and industry partners). Four contact learning days are available to participants via interactive learning methods (e.g. LEGO® SERIOUS PLAY® method). Forms of directed learning used are individual and team learning activities. 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 to take more responsibility for setting the objectives of their study work. This course uses Moodle as the course’s virtual learning environment. In short, this course provides:

  • 32-hours for contact learning
  • 102-hours for directed and self-directed learning
  • 1-hour for assessment of one’s own learning

 

Assessment criteria:

Participants’ learning is assessment via:

  • individual assignments and group project work

 

Passed courses are assessed on a scale of 1 to 5. The assessment criteria are presented for grades 1 - 3 – 5

 

Grade 5

  • the students can analyze the emergence and development of the experience economy;
  • the students can apply key concepts and theoretical frameworks of experience development, design and management;
  • the students can apply experience models into different types of organizations and contexts;
  • the students can apply tools and methodologies of experience development and design;
  • the students can analyze experiences from two perspectives - the managerial and the guest perspective
  • the students can dramatize experiences;
  • the students can digitalize of experiences;
  • the students can judge the various research perspectives to study experiences;
  • the students can measure the authenticity and memorability of experiences;
  • the students can apply mass customization principles to personalize experiences; and
  • the students can develop and evaluate business models.

 

Grade 3

  • the student understands the emergence and development of the experience economy;
  • the student understands the key concepts and theoretical frameworks of experience development, design and management;
  • the student understands how the experience models can be applied into different types of organizations and contexts;
  • the student understands the tools and methodologies of experience development and design;
  • the student understands how to analyze experiences from two perspectives - the managerial and the guest perspective
  • the student understands how to dramatize experiences;
  • the student understands how to digitalize of experiences;
  • the student understands the various research perspectives to study experiences;
  • the student understands how to measure the authenticity and memorability of experiences;
  • the student understands how the mass customization principles can be used to personalize experiences; and
  • the student understands of how to develop and evaluate business models.

 

Grade 1

  • the student is aware of the emergence and development of the experience economy;
  • the student is aware of the key concepts and theoretical frameworks of experience development, design and management;
  • the student is aware of the experience models can be applied into different types of organizations and contexts;
  • the student is aware of tools and methodologies of experience development and design;
  • the student is aware of how to analyze experiences from two perspectives - the managerial and the guest perspective
  • the student is aware of how to dramatize experiences;
  • the student is aware of how to digitalize of experiences;
  • the student is aware of the various research perspectives to study experiences;
  • the student is aware of how to measure the authenticity and memorability of experiences;
  • the student is aware of the mass customization principles to personalize experiences; and
  • the student is aware of how develop and evaluate business models.

 

Resources:

The course will draw on a fair amount of both conceptual and empirical readings. It requires a high degree of personal study, and participants are expected to read widely. A modest amount of reading prior to each day/session is to be expected. Below, participants can find five publications, which serve as background to the course. Other resources relevant for this course will be available in the module’s Moodle page.

  • Boswijk, A., Peelen, E. & Olthof, S. 2012. Economy of Experiences. 3rd Edition. European Centre for the Experience Economy. Amsterdam.
  • Kuiper, G. & Smit, B. 2014. Imagineering: Innovation in the Experience Economy. CABI Publishing. Wallingford.
  • Pine, B. J. & Gilmore, J. H. 2011. The Experience Economy. Updated edition. Harvard Business School Press. Boston.
  • Pine, B. J. & Korn, K. C. 2011. Infinite Possibility: Creating Customer Value on the Digital Frontier. Berrett-Koehler Publishers. San Francisco.
  • Tarssanen, S. (Ed.) 2009. Handbook for Experience Stagers. 5th Edition. LEO, Lapland Center of Expertise for the Experience Industry. Rovaniemi.

 

Facilitator:

LEO certified Experience Expert | LEGO® SERIOUS PLAY® certified facilitator | SDN Accredited Master Trainer | Mario.Ascencao@haaga-helia.fi | +358-40-4887203