|Module / ECTS / Path / Specialisation||Module :Experiential Marketing : 5 ECTS.|
|Discipline||Sales and Marketing|
|Open for visitors||yes (5 ECTS)|
|Working language :||English|
|Volume of contact hours :||27 h|
|Workload to be expected by the student :||81 h|
Track : Attendance
|LEARNING GOAL 1 : Students will master state-of-the-art knowledge and tools in management fields in general, as well as in areas specific to the specialized field of management.|
|Students will identify a business organization’s operational and managerial challenges in a complex and evolving environment.|
|Students will understand state-of-the-art management concepts and tools and use them appropriately.|
|Students will implement appropriate methodologies to develop appropriate solutions for business issues.|
|LEARNING GOAL 2 : Students will develop advanced-level managerial skills.|
|Students will work collaboratively in a team.|
|Students will participate in a decision-making process in a critical way.|
|Students will communicate ideas effectively, both orally and in writing, in a business context.|
Few concepts from consumer behaviour studies have raised such interest as that of experiential consumption. Two publications in particular have contributed to the popularity of this notion: Holbrook and Hirschman's article in the Journal of Consumer Research in 1982, and Pine and Gilmore's book, published in 1999, which focused on the strategic challenges of experiential consumption for marketing practices by organisations.
The course presents experiential consumption as well as experiential marketing. This year, the course focuses on the museum experience, around a field research day at ZKM in Karlsruhe Germany.
- Present the main components of Holbrook and Hirschman's model
- Give example(s) that illustrate Pine and Gilmore experience realms matrix
- Contrast analytical models of consumer behavior (eg. Howard and Seth ) with experiential models.
- Describe experiential contexts that are available for a brand to implement a successful experiential strategy
- Summarize the dimensions of an experience from the consumer's perspective
(1) Experiential marketing : an introduction (Schmitt, 1999) + A&F case study
(2) The experience economy : what it is, why it matters (Pine & Gilmore, 1999)
(3) Turning ordinary products into extraordinary experiences : emotions and value (Lasalle & Britton, 2003)
(4) Positive psychology and experience : happy customers everywhere ? (Schmitt & Van Zutphen, 2012)
(5) designing the customer journey
(6)+ (7) Field work : group work
(8) creating experiences in the experience economy (Sundbo & Darmer, 2008)
(9) student presentations
HIRSCHMAN, E. and HOLBROOK, M. (1982), Hedonic Consumption: Emerging Concepts, Methods and Propositions, Journal of Marketing, 46, 92-101.
HIRSCHMAN, E. and HOLBROOK, M. (1986), Expanding the Ontology and Methodology of Research on the Consumption Experience, In: Perspectives on Methodology in Consumer Research (D. Brinberg & R. Lutz, eds), Springer Verlag, New-York.
HOLBROOK, M. (1982), Some Further Dimensions of Psycholinguistics, Imagery, and Consumer response, Advances in Consumer Research, 9, 1, 112-117.
HOLBROOK, M. (1986), Emotion in the Consumption Experience: Toward a New Model of the Human Consumer In: The Role of Affect in Consumer Behavior: Emerging Theories and Applications (R. A. Peterson, Hoyer, W.D and Wilson W.R. , ed.), Lexington Books, Lexington.
HOLBROOK, M. (1987), What is Consumer Research, Journal of Consumer Research, 14, 1, 128-132.
HOLBROOK, M. (1999), Introduction to Consumer Value, In: Consumer Value: A framework for analysis and research (M. Holbrook, ed.), Routledge, London, 1-28.
HOLBROOK, M. (2000), The Millennial Consumer in the Texts of our Times: Experience and Entertainment, Journal of Macromarketing, 20, December, 178-192.
HOLBROOK, M. and HIRSCHMAN, E. (1982), The Experiential Aspects of Consumption: Consumer Fantasies, Feelings and Fun Journal of Consumer Research, 9, 2, 132-140.
KOZINETS, R., SHERRY, J., DEBERRY-SPENCE, B., DUHACHEK, A., NUTTAVUTHISIT, K. and STORM, D. (2002), Themed flagship brand stores in new millennium: theory, practice, prospects, Journal of Retailing, 78, 1, 17-29.
KOZINETS, R. V., SHERRY, J. F., STORM, D., DUHACHEK, A., NUTTAVUTHISIT, K. and DEBERRY-SPENCE, B. (2004), Ludic Agency and Retail Spectacle, Journal of Consumer Research, 31, December, 658-672.
LA SALLE, D. and BRITTON, T. A. (2003), Priceless: Turning Ordinary Products into Extraordinary Experiences, Harvard Business School Press, Boston.
PINE, J. B. and GILMORE, J. H. (1998), Welcome to the experience economy, Harvard Business Review, 76, 4, 97-105.
PINE, J. B. and GILMORE, J. H. (1999), The Experience Economy: Work is Theatre and Every Business a Stage, Harvard Business School Press, Boston.
SCHMITT, B. H. (1999a), Experiential marketing, Journal of Marketing Management, 15, 53-67.
SCHMITT, B. H. (1999b), Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act and Relate to Your Company and Brands, The Free Press, New-York.
SCHMITT, B. H. (2003), Customer Experience Management: A Revolutionary Approach to Connecting With Your Customers, Wiley, New-York.
SCHMITT B (2010) Experience marketing : concepts, frameworks and consumer insights, Foundations and trends in marketing, 5, 2, 55-112.
SCHMITT,B.H. and VAN ZUTPHEN, G. (2012), Happy customers everywhere: how your business can profit from the insights of positive psychology, Palgrave MacMillan, New York.
SUNDBO, J. & DARMER, P. (eds) (2008) Creating experiences in the experience economy, Cheltenham, Edward Elgar;
cf. article in student handout
Roederer, C. (2013) Marketing and experiential consumption, EMS, Cormelles le Royal
Such behaviors as...
... may lead to expulsion from classes.