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2011/2012  KAN-SMC_SM59  Consumer's Experiences and Design

English Title
Consumer's Experiences and Design

Course Information

Language English
Point 7,5 ECTS (225 SAT)
Type Mandatory
Level Full Degree Master
Duration One Semester
Time Table Please see course schedule at e-Campus
Study Board
Study Board for MSc in Economics and Business Administration
Course Coordinator
  • Tore Kristensen - Department of Marketing
Main Category of the Course
  • Marketing
Last updated on 29 maj 2012
Learning Objectives
At the end of the course the excellent student is expected to be able to:
1. Be familiar with theories about value creation in a modern marketing service perspective as well as theories of experience economy.
2. Be able to discuss the differences- and confront a variety of approaches against each other.
3. Be able to apply particular theories about consumer experiences such as theories of perceptual and cognitive fluency, curiosity, virtuosity, escapism, space & place, social and identification theories.
4. Be able to apply the theories to a self chosen complex and realistic case.
Consumer's Experiences and Design :
Assessment Oral with Written Assignment
Marking Scale 7-step scale
Censorship Internal examiners
Exam Period Spring Term
Aids Please, see the detailed regulations below
Duration 20 Minutes

Individual oral exam (20 minutes per student including assesment) based on a group synopsis (max. 7 standard pages), which has been worked out in a group of 2-4 students. There is no supervision for the writing of the synopsis. The gradereflectsanoverall assessmentof the written materialand oral presentation. The students are solely responsible for forming groups and for informing the secretary about their groups. The regular exam takes place in April.
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.

Course Content
The first part of the course outlines a framework for understanding 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. The course consists of a few workshops where is expected, that the students prepare both theoretical readings and empirical work by observations and experiments. 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 and transformation perspective in the design of new concepts
- Monitoring and evaluating experience oriented strategies and concepts
- Understanding the meaning of embodiment in practical crafting


Progression
This course is related to the courses ‘Marketing, Creativity and Innovation’ (in the first semester) and ‘Strategic Leadership and Brand Management’ (in the second semester) in that it present and discuss a new perspective on consumers’ experiences and interaction with firms’ market offerings.

The first part of the course outlines a framework for understanding 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. The course consists of a few workshops where is expected, that the students prepare both theoretical readings and empirical work by observations and experiments. 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 and transformation perspective in the design of new concepts
- Monitoring and evaluating experience oriented strategies and concepts
- Understanding the meaning of embodiment in practical crafting

Progression
This course is related to the courses ‘Marketing, Creativity and Innovation’ (in the first semester) and ‘Strategic Leadership and Brand Management’ (in the second semester) in that it present and discuss a new perspective on consumers’ experiences and interaction with firms’ market offerings.
Teaching Methods
The course consists of lectures, seminars and case-works.
Literature
  • Design - A Very Short Introduction(2005), John Heskett, Oxford University Press
  • Authenticity - What Consumers Really Want(2007) James H. Gilmore & B. Joseph Pine ll
Harvard Business School Press
  • The Experience Economy(1999), Joseph B Pine and James H Gilmore, HBS Press
  • 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 in the field of consumers’ experiences and design
  • 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
  • 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