APPLIES TO ACADEMIC YEAR 2014/2015

ELE 3756 Experience Economy: Staging and Designing Experiences

Responsible for the course
Sølvi Lyngnes

Department
Department of Innovation and Economic Organisation

Term
According to study plan

ECTS Credits
7,5

Language of instruction
English

Introduction
The course is an introduction to the experience economy and describes and discusses production, distribution and consumption of experiences in new and traditional business contexts. The focus of the course is on the experience aspect of the experience economy and emphasize how experiences can add value to firms and customers focusing the tourism industry.

Please note!
This course overlaps with a group of subjects in the Norwegian course RLS 3584 Opplevelsesøkonomi (Experience economy), 7,5 credits. Consequently a combination of these courses can not be approved in a Bachelor's degree.

Learning outcome
Acquired knowledge
Students shall acquire insight into and knowledge of the experience economy, both as a concept and in practice. Students shall gain understanding of the producers’ challenges and the customers’ behaviour relating to experience products, in addition to basic theories, models and methodological aspects of the topic.

Acquired skills
Students shall be able to analyze, implement and apply relevant methods and theories in development of experiences in firms in generally and in the tourism industry in specially. Relevant management tools are to be applied to new and existing firms.

Reflection
The students shall be able to understand and reflect on the effects of the experience economy’s effects on customers, firms and destinations. Ethical dimensions such as sustainability and corporate responsibility are emphasized.

Prerequisites
There are no particular prerequisites.

Compulsory reading
Books:
Bosjwijk, A., Ed Peelen & Steven Olthof. 2013. Economy of experiences. 3. utg. European centre for the experience economy.

Articles:
Mossberg, L. 2007. A marketing approach to tourist experiences. Scandinavian Journal of Hospitality and Tourism. 7 (1). pp. 59 - 74. (download BI library)
Mossberg, L. 2008. Extraordinary experiences through storytelling. Scandinavian Journal of Hospitality & Tourism. 8 (3). pp. 195 - 210. (download BI library)
Pine, J. and J . Gilmore. 1998. Welcome to the experience economy. Harvard business review. 76 (4). pp. 97 - 105. (download BI-library)
Poulsson, S. and K . Sudhir. 2004. The Experience Economy and Commercial Experiences. Marketing review. nr. 4. pp. 267 - 277. (download BI- library)

Other:
Lyngnes, S. 2014. The experience room after Mossberg, L (2007) Å skape opplevelser, fra ok til wow. Fagbokforlaget (power-point)
Lyngnes, S. 2014. Tourism management: Introduction. (power-point)


Recommended reading
Books:
Sundbo, Jon and Flemming Sørensen. 2013. Handbook on the experience economy. Edward Elgar
Weaver, David B., Laura Lawton. 2014. Tourism management. 5th ed. Wiley-Blackwell. Cp. 2, 3, 5

Articles:
Pine J. and J.H. Gilmore. 2011. The Experience Economy. Harward Business Rewiev

Other:
Regjeringen. 2007. Valuable experiences in the tourism industry. http://www.regjeringen.no/upload/NHD/Vedlegg/strategier2007/engelsk%20utgave%20-%20hele.pdf4. 70 pages. Free download
Regjeringen. 2012. Destination Norway. National Strategy for the tourism industry. http://www.regjeringen.no/pages/37646196/Lenke_til_strategien-engelsk.pdf. 90 pages. Free download


Course outline

• The experience economy: introduction
• Tourism: system and product
• Value creation: the arenas
• Experiences and senses
• New forms of value creation
• Innovation.
• Designing for experiences:
• The experience room
• Pine and Gilmore: The four experience realms
• Co-creation
• Storytelling
• Experiences as tools in market communication, image and branding