Experience Marketing 2600-MSMdz1zmMD

In terms of knowledge:
• Knows and understands at an advanced level the research methodology and terminology related to experiential marketing. (S1_W01)
• Knows and understands at an advanced level the methods and practices of customer experience management, including customer journey mapping as well as designing and shaping customer experiences in the marketing activities of an organization. (S1_W02)
In terms of skills:
• Uses the concepts of experiential marketing to identify and diagnose problems related to shaping consumer experiences and to propose solutions within the marketing strategy of an organization. (S1_U01)
• Independently and in a team prepares analyses and short reports concerning consumer experiences and their impact on customer value, satisfaction and loyalty, using information and communication tools and presenting conclusions in a clear and communicative manner. (S1_U06)
In terms of attitudes:
• Critically evaluates marketing activities related to shaping consumer experiences and their consequences for relationships with customers. (S1_K01)
• Demonstrates readiness to seek innovative and creative solutions in designing consumer experiences in the marketing activities of an organization. (S1_K04)
Adheres to ethical standards in marketing activities aimed at shaping consumer experiences, ensuring responsibility and reliability in relations with customers. (S1_K05)

To obtain a basic pass (3.0):
• Written exam (multiple-choice questions, closed questions, passing threshold 60%)
• Grade: 60-79% is 3.0; 80-100% is 3.5.
To obtain a grade higher than 3.0:
• Written exam (multiple-choice questions, closed questions, passing threshold 60%)
• Group project (mini ethnographic study, report 3000 words +/- 10%, 4-person group, passing threshold 50%)
• Grade: the sum of the grades from the exam and the project
• Exam grade:
o 60-79% is 3.0;
o 80-100% is 3.5.
• Project grade:
o 60-74% - 0.5
o 75-88% - 1.0
o 88-100% - 1.5
The learning outcomes are verified through a final exam and a group project.

Internship is not required as a part of this course

Textbook:
• Dziewanowska K., Kacprzak A., Marketing doświadczeń, PWN, Warszawa 2013.
Additional reading (books):
• Kacprzak A., Dziewanowska K., Skorek M., Gospodarka doświadczeń. Perspektywa polskiego konsumenta, PWN, Warszawa 2015.
• Kacprzak A., Marketing doświadczeń w Internecie, C.H. Beck, Warszawa 2017.
• Pine J.B., Gilmore J.H., The Experience Economy, Harvard Business Review Press, Boston, MA 2011.
• Pine J.B., Korn K.C., Infinite Possibility. Creating Customer Value on the Digital Frontier, Berrett-Koehler Publishers, San Francisco 2011.
• Schmitt B.H., A. Simonson, Estetyka w marketingu. Strategiczne zarządzanie markami, tożsamością i wizerunkiem firmy, Wydawnictwo Profesjonalnej Szkoły Biznesu, Kraków 1999
• Schmitt B.H., Experiential Marketing. How to Get Customer to SENSE, FEEL, THINK, ACT, and RELATE to Your Company and Brands, The Free Press, New York 1999.
Additional reading (articles):
• Berry, L. L., Carbone, L. P. & Haeckel, S. H., 2002. Managing the Total Customer Experience. MIT Sloan Management, 43(3), pp. 85-89.
• Brakus, J. J., Schmitt, B. H. & Zarantonello, L., 2009. Brand Experiences: What Is It? How Is It Measured? Does It Affect Loyalty?. Journal of Marketing, Vol. 73, pp. 52-68.
• Carbone, L. & Haeckel, S., 1994. Engineering customer experiences. Marketing Management, 3(3), pp. 9-19.
• Dziewanowska K. (2013), „Nowe oblicze marketingu – koncepcja marketingu doświadczeń”, PWE, Marketing i Rynek 1/2013, ISSN 1231-7853, s. 16-24.
• Dziewanowska K., Kacprzak A., Skorek M. (2015), Value in shopping experiences in the perception of Polish consumers, International Journal of Business Performance Management, Special Issue on Organization Management Through Value for the Customer, vol. 16, nos. 2/3, s. 149-168.
• Dziewanowska, K. (2015), Dimensions of Real and Virtual Consumer Experiences, UW Faculty of Management Working Papers Series, 9 (4).
• Gentile, C., Spiller, N. & Noci, G., 2007. How to sustain the customer experience: An overview of experience components that cocreate value with the customer. European Management Journal, 25(5), pp. 395-410.
• Pine J.B., J.H. Gilmore, “Welcome to the experience economy”, Harvard Business Review 1998, 76, 4.
• Schmitt B.H., Experiential Marketing, “Journal of Marketing Management” 1999, 15.
• Schmitt, B. H., 2010. Experience Marketing: Concepts, Frameworks and Consumer Insights. Foundations and Trends in Marketing, 5(2), pp. 55-112.

Additional information (registration calendar, class conductors, localization and schedules of classes), might be available in the USOSweb system:

• Description of 2600-MSMdz1zmMD in USOSweb