Experience Marketing 2600-MSMdz1zmMD

In terms of knowledge:
• Has an in-depth understanding of research methodology and terminology in the field of experience marketing. (K_W01)
• Possesses advanced knowledge and understanding of complex processes and phenomena occurring in various types of organizations and their surrounding environment, utilizing experience marketing theory to recognize, diagnose, and resolve issues related to key organizational functions and their integration within the organization's strategy. (K_W02)

In terms of skills:
• Can employ experience marketing theory to identify, diagnose, and solve complex and atypical problems related to key organizational functions and their integration within the organization's strategy, selecting appropriate sources and adapting existing methods or developing new ones. (K_U01)
• Is capable of independently and collaboratively preparing analyses, diagnoses, and reports concerning complex and atypical issues related to the functioning of organizations, sectors, and the entire economy, and can effectively present them, including in the English language, using advanced information and communication tools. (K_U03)
• Possesses the ability for self-learning, further skill development, and supporting others in this regard. (K_U06)

In terms of attitudes:
• Is ready to assess and critically approach complex situations and phenomena associated with the functioning of organizations, sectors, and the entire economy. (K_K01)
• Is prepared to think and act entrepreneurially at both the national and global levels. (K_K02)
• Is willing to adhere to and promote professional ethical standards. (K_K03)

The learning outcomes are verified through a final exam and a group project (optional).

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
• Class participation:
o 1 class participation = 1.25%, total = 10%

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