Experience Marketing: Have basic knowledge of the experience marketing theory
To achieve this unit a learner must:
1. Have basic knowledge of the experience marketing theory
2. Be able to understand, identify and explain experience concepts
3. Be able to give informative and inspirational input to experience concepts
B: Content
1. Experience marketing theory:
Definitions of experience and experience marketing
The progression of economic value: from commodities to experiences
Generations of experience: staged, co-creation and daily life experiences
Multisensory: the role of the 5 senses in creating an experience
The experience flow: the dramatic structure of an experience
Experience domains: the 4 E?s of experience marketing
Design principles for experience concepts
Conshuman needs and motivations: the role of perception in human behaviour
Fundamental future developments: with respect to the experience economy
The imagination process for experience concepts: the creative leap
2. Understand, identify and explain experience concepts:
Experience examples: all theoretical aspects of experience marketing will be explained by using lots of examples from a broad variety of businesses
Experience cases: in depth explanation of different experience cases, of which some will be visited
In-module assignments: during and in between the courses students look for, identify and explain experience examples and present them to each other
Experience journey: students prepare their own experience journey to and through a city, where they will visit different experience concepts in small teams. They make a presentation of this trip in which they combine theory and practice
3. Give input to experience concepts:
Look at (new) concepts and give/use the following input:
1. Relevant theoretical information
2. Relevant experience examples form other businesses, based on what they have experienced themselves
Give input to different stages of the imagination process
Present the input in an informative and inspiring way
C: Outcomes and assessment criteria
Outcomes
1) Have basic knowledge of the experience marketing theory
To achieve each outcome a learner must demonstrate the ability to:
a) Explain the theory and topics of experience marketing
b) Connect experience examples/cases to the experience theory
Outcomes
2) Be able to understand, identify and explain experience concepts
To achieve each outcome a learner must demonstrate the ability to:
a) Find and explain experience examples
b) Analyse experience concepts by using the experience theory
Outcomes
3) Be able to give informative and inspirational input to experience concepts
To achieve each outcome a learner must demonstrate the ability to:
a) Provide (new) concepts with relevant experience input
b) Present this input in an informative and inspiring way
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