To achieve the grade 12, students
should meet the following learning objectives with no or only minor
mistakes or errors: At the end of the course the excellent student
is expected to be able to:
1. Structure, describe and discuss central theoretical constructs
and frameworks in the service, marketing and experience economy
literature dealing with the constructs of value and value creation.
2. Describe, illustrate and explain a variety of approaches for
analysing and designing value creation experiences in a consumer
and marketing context.
3. Apply and integrate different theories about consumer
experiences such as theories of perceptual and cognitive fluency,
curiosity, virtuosity, escapism, space & place, social and
identification theories.
4. Translate, argue and apply theories about consumer experiences
to a self-chosen complex and realistic case and thereby create a
plan for how to manage consumer’s experiences in a real
setting. |
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Consumers
Experiences and Design:
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| Exam
ECTS |
7,5 |
| Examination form |
Oral exam based on written product
In order to participate in the oral exam, the written product
must be handed in before the oral exam; by the set deadline. The
grade is based on an overall assessment of the written product and
the individual oral performance. |
| Individual or group exam |
Individual oral exam based on written group
product |
| Number of people in the group |
max. 4 |
| Size of written product |
Max. 10 pages |
| Assignment type |
Synopsis |
| Duration |
Written product to be submitted on specified date and
time.
20 min. per student, including examiners' discussion of grade,
and informing plus explaining the grade |
| Preparation time |
No preparation |
| Grading scale |
7-step scale |
| Examiner(s) |
Internal examiner and second internal
examiner |
| Exam period |
Spring |
| Aids allowed to bring to the exam |
Closed book |
| Make-up exam/re-exam |
Same examination form as the ordinary exam
Make-up/re-exam will take place in
the Fall with a report submission deadline in October. If the
student did not pass the regular exam, a new or a revised project,
cf. advice from the examiner of the ordinary exam, must be handed
in by the new deadline.
* if a student is absent from the oral exam due to documented
illness but has handed in the written group product she/he does not
have to submit a new product for the re-take. However the group
product must be uploaded once again on Digital Exam.
* if a whole group fails the oral exam they must hand in a revised
product for the re-take.
* if one student in the group fails the oral exam the course
coordinator chooses whether the student will have the oral exam on
the basis of the same product or if he/she has to hand in a revised
product for the re- take.
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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.
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. There seems to be a
growing penetration where even SME’s build experiences into their
services, while larger and more innovative companies are prepared
to attempt to transform their customers and user; that is change
the character of need satisfaction 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. In particular, companies in the
cultural industry, culinary experiences, travels and education
attempt to build a platform of acquired taste, where the users and
customers are educated and expected to climb a ladder of more
superior quality perception of the offerings. Other 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. This course rests on basic assumptions of consumers
are living “embodied experiences” where body and mind or cognition
and emotions are integrated and where every experience is
“embedded” in physic and cultural environments that make them
authentic, local and global at the same time. 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 consumer and company
contexts.
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