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2010/2011  KAN-SMC_SM54  Managing Consumer’s Experiences

English Title
Managing Consumer’s Experiences

Course Information

Language English
Point 7,5 ECTS (225 SAT)
Type Mandatory
Level Full Degree Master
Duration One Semester
Course Period Spring
Time Table Please see course schedule at e-Campus
Study Board
Study Board for MSc in Economics and Business Administration
Course Coordinator
Tore Kristensen
Main Category of the Course
  • Marketing
Last updated on 29 maj 2012
Marking Scale 7-step scale
Exam Period Spring Term
Individual oral exam (20 minutes per student including votation) based on a group synopsis (max. 5-7 A4 pages), which has been worked out in a group of 3-4 students, cf. the General Degree Regulation § 27 S. (4). There is no supervision for the writing of the synopsis. The report and the oral presentation and discussion of issues and concepts dealt with in the report form one part of the examination. Another part of the examination relates to the student’s overall insight into other aspects of the curriculum not dealt with in the report. The assessment is internal and will be made by a teacher and an internal censor, cf. the General Degree Regulation § 25 S. (1) no.1. The students are solely responsible for forming groups and for informing the secretary about their groups. The regular exam takes place in April 2011. The make-up/re-exam takes place in May-June. If a student is ill during the regular oral exam, s/he will be able to re-use the group synopsis at the make-up/re-exam. If the student was ill during the writing of the synopsis and did not contribute to synopsis, the make-up synopsis can be written individually or in groups (provided that other students are taking the make-up/re-exam). If the student did not pass the regular exam a new or revised project, confer advice from the examiner at the regular exam, must be handed in to a new deadline specified by the SMC secretariat
Oral individual examination based on a synopsis report (5-7 A4 pages), which has been worked out in a group of 3-4 students. The report and the oral presentation and discussion of issues and concepts dealt with in the synopsis form one part of the examination. Another part of the examination relates to the student’s overall insight into other aspects of the curriculum not dealt with in the synopsis.
Prerequisites for Attending the Exam
Course Content

Aim of the course
In the service management literature, the many aspects that influence customers’ experiences with a service provider, e.g. a hotel or a retail bank has long been stressed. Recently, however, the core ideas from this literature have begun to appear in frameworks that deal with ‘goods marketing’ as well. In essence, it is proposed that marketing, irrespective of industry and market (b-t-b or b-t-c) is evolving into a logic oriented on creating meaningful experiences. In the business world a growing amount of innovative companies are now building portfolios of experiences to support their products and services, and above all, to build brands. Thus, it is becoming more and more recognized that experiences create strong emotional ties and that managing experiences is important for brand equity and differentiation. According to ‘the experience logic’, the equity of a product, a brand, or a relationship is assessed by the consumers on the basis of value experienced and defined in various use as well as non-use situations. One implication of adopting this view is that marketing, product and brand managers need to incorporate consumptions and post-purchase situations in their field of attention, learning and action. Two others implications are that consumers (whether they are end-users in a household or in a company) are regarded as co-creators of experiences, and that their assessment of value relates to situations and events that engage not only their cognitions but also their sensory experiences. In accordance with the other courses, the objective is here to develop the students’ abilities in initiating theoretical concepts and frameworks, and in making them work in various industrial and company contexts.

The first part of the course outlines a framework for managing consumer experiences. Additionally, we explore the meaning of aligning and developing ‘an experience perceptive’ on the value, the brand and the relationship equity concepts. During the second part of the course, measuring, monitoring and evaluating the results of different experience oriented strategies is emphasized. Thus, we return to the issue of marketing’s influence on the creation of shareholder value, as discussed in the first course. However, our scope and level of analysis is different. In short, the course deals with the following themes:

Understanding consumer experiences as a basis for market creation
Adopting an experience perspective in the design of new concepts
Monitoring and evaluating experience oriented strategies and concepts

This course is related to the courses ‘Market Creation Management’ (in the first semester) and ‘Strategic Market Management’ (in the second semester) in that it present and discuss a new perspective on innovation and strategic market management.

Teaching Methods
The course consists of lectures, seminars and case-works.

The Experience Economy, 1999, Joseph B Pine and James H Gilmore, HBS Press
Customer Experience Management, 2003, Bernd Schmitt, Wiley
Strategic Market Creation – A New Perspective on Marketing and Innovation management, 2008, editors: Karin Tollin and Antonella Carú, Wiley, Chichester.

A selection of influential academic articles:
Kubovy, M. (1999). Pleasures of the mind. In D. Kahneman, E. Diener & N. Schwarz (Eds.), Well-being (pp. 134-154). New York, NY: The Foundations of Hedonic Psychology. 
The article can be found: "http://ftp.virginia.edu/pub/mk9y/Pleasures_of_the_Mind.pdf" http://ftp.virginia.edu/pub/mk9y/Pleasures_of_the_Mind.pdf
Bäckström, K., & Johansson, U. (2006). Creating and consuming experiences in retail store environments: Comparing retailer and consumer perspectives. Journal of Retailing and Consumer Services, 13(6), 417-430.
Jones, M. A. (1999). Entertaining shopping experiences: An exploratory investigation. Journal of retailing and consumer services, 6(3), 129-139.
The articles can be found at CBS on-line library:
Schwarz, Norbert (2004) Meta-cognitive Experiences in Consumer Judgements and Decision Making The Journal of Consumer Psychology
Kubovy, Michael (1999) Pleasures of the Mind in Reber, Rolf, Norbert Schwarz & Piotr Winkielman (2004),
Kahneman, Daniel, Krueger, Schkade, Schwarz and Stone (2004) A survey Method for Characterizing Daily Life Experience: The day Reconstruction Method Science Vol 306 3 December 2004 1776 – 1780 + supporting online material