Høst 2026

BED-2821 Experience and experiential marketing - 7.5 stp

The course is administrated by

Handelshøgskolen ved UiT

Type of course

This course can be taken as a singular course.

Course contents

The experience society is upon us, it has also been described as the experience economy. We have seen economic shifts from the industrial economy to the service economy and from the service economy to the experience economy. People engage in and search for experiences as part of their daily lives, as well in a vacation context. This course gives insight into this change in society and how experience development takes place. As a foundation for this is the recognition of experiences as an economic offering, being the essence of what consumers want and providing potential for future economic growth. Experiences are crucial in marketing but also relates to experiences of nature, goods, sports activities, and culture. In this course, co-creation of experiences is essential, where the co-creators (provider, consumer, setting) together are part of forming the experience. Creating value and acknowledging which elements and actions that forms the experiencescape is a central aspect of this course. The course also addresses consumption of lifestyle products, identity, and culture of the consumers. The concept of value will also be debated. Moreover, businesses worldwide face a fundamental change in the ways that consumers interact with each other, and consumers now have a stronger voice. Their attitudes and recommendations give them considerable power over marketers and brands, and organizations therefore need to pay attention to their influence.

Admission requirements

Nordic applicants: Generell studiekompetanse

Application code: 9199 (Nordic applicants).

International applicants: Higher Education Entrance Qualification and certified language requirements in English.

A list of the requirements for the Higher Education Entrance Qualification in Norway can be found on the web site from the Norwegian Agency for Quality Assurance in Education (NOKUT). For language requirements we refer to NOKUT's GSU-list.

If you find this course interesting, we also suggest that you consider applying for the following three courses, as the four courses seamlessly form a Specialization in Marketing, and will strengthen your knowledge in the field.

BED-2820 Retail Management

BED-2822 Service Management and Innovation

BED-2825 Tourism Management

Objective of the course

Knowledge:

After completion of the course the candidate will know how:

To define and give examples of the experience concept.
To develop experiences as a tool for business development.
To explain the basics of experience development and experiential consumption.
To give an account of relevant theory in the field of experience development.
To use experiences to co -create consumer value.
Experience development can be applied to various business contexts.
To recognize consumers influence on the different aspects of experiences
To refer to the challenges of intercultural aspect of experiences.
encourage customer engagement and participation in experiences and have insights into the effective competitive business and marketing strategies in the era of the experience economy.

Skills:

After completion of the course the candidate will be able to:

Use relevant theory to analyze consumer products, services, and experiences.
To identify how experiences can be used as tool for business development and increased consumer value.
Apply relevant theories to understand experiential consumption.
Give examples of and discuss relevant challenges related to experience consumption.
Discuss relevant concepts in the experience economy, e.g. authenticity, interpretation, storytelling.
Address issues of importance related to marketing from an experience perspective.

General competence:

After completion of the course the candidate will be able to:

Assess the experience elements of a given product, service or experience and give relevant feedback.
Participate in discussions on the experience economy using relevant theoretical concepts.
Exchange ideas and views related to the experience development in businesses and consumption.
Carry out written and oral presentations, on the experiential aspects of businesses today.

Language of instruction

English

Teaching methods

Lectures, seminars, cases, and company visits, excursion.