SHE Level 2
SCQF Credit Points 20.00
ECTS Credit Points 10.00
Module Code M2N222427
Module Leader Jenny Flinn
School Glasgow School for Business and Society
Subject Tourism, Events and Sport
  • A (September start)

Pre-Requisite Knowledge


Summary of Content

This module will explore the principles and practices of experiential consumption, examining the role of creativity, design and innovation in creating unique environments, products and experiences. Throughout the module students will be introduced to theoretical concepts which underpin creativity and examine ways in which this can be translated to develop products and services which meet the needs of specific consumer groups with a focus on event design. The module will allow students on the BA (Hons) International Events Management to utilise the skills and knowledge gained via this module to enhance their performance in the Event Delivery and Management module.


Part One: The consumer society Understanding experiential consumption The role of events in experiential consumption Part Two: The creative process Applying the creative process - generating and evaluating ideas Brand alignment - vision, values, aspirations Understanding event design Turning events into experiences Production Management - transforming ideas into reality Part Three: Creating a design narrative Managing the design process

Learning Outcomes

On successful completion of this module, the student should be able to:o Demonstrate an appreciation of experiential consumption and the increasingly important role which it plays in a variety of business settings;o Understand and appreciate the concepts of creativity, design and innovation, and their role in creating unique environments, products and services;o Utilise creative approaches and techniques to develop products and services that meet the needs of specific consumer groups;o Apply the principles of experiential consumption to the event design process.

Teaching / Learning Strategy

Key theoretical material relating to experiential consumption will be introduced through a formal lecture programme. The module will be split into three main areas, students will first be introduced to key theoretical underpinnings relating to experiential consumption, they will then look at the practicalities of creating and designing experiences before finally examining management of the creative process. The lecture series will be supported by a programme of seminars which will allow students to enhance and deepen their learning while applying theory to practice. Throughout the module students will work towards a summative assessment in small groups where they will design an event experience that meets the needs of a brief set by the module team. Where possible real life scenarios will be used in order to enhance learning. Students will be given dedicated workshop time where they can seek support from module staff in relation to this assessment. Where appropriate, guest speakers and field trips will be utilised to allow students to gain an understanding of experiential consumption in the 'real world'. Internationalisation of the Curriculum The contribution of the creative and cultural industries to the global economy is increasingly recognised, whether this be in the post industrial city or within emerging nations and economies. Throughout this module students will be exposed to various international examples and case studies relating to experiential consumption as well as being sensitised to the need to develop culturally sensitive products, services which meet the demands and requirements of differing consumer groups. PRME Throughout this module students will be introduced to the notion of designing experiences which meet the requirements of a diverse range of consumer groups. As mentioned above, the notion of cultural sensitivity and thus diversity, equality and social sustainability will be of importance. In addition to this, students will be encouraged to think about topics such as ethical sourcing and environmental sustainability in developing their experiential concepts. GSBS will continue to use the advancement of GCU Learn as a blended learning tool through its teaching and learning as well as through engagement with students. GSBS will ensure that all modules are GCU Learn enabled and with the support of the Learning Technologists at the cutting edge of development of online materials. Academic staff and the Learning Technologists will continue to work together to develop and operate all modules on GCULearn to ensure student support and information sharing. Students are provided with formative and summative feedback via a variety of mechanisms. Feedback on coursework is provided within 3 working weeks of submission.

Indicative Reading

-567 Books and articles: Adair, J. (2007) The Art of Creative Thinking: how to be innovative and develop great ideas. London: Kogan Page. Allen, J. (2010) Event Planning: The Ultimate Guide to Successful Meetings, Corporate Events, Fundraising Galas, Conferences, Conventions and Other Special Events 2 nd Edition . Chichester: John Wiley & Sons. Allen, J. (2010) The Business of Event Planning: behind the scenes secrets of successful special events . Chichester: John Wiley & Sons. Berridge, G. (2007) Events Design and Experience . Oxford: Butterworth: Heinemann. Bowdin, G.A., McDonnell, I., Allen, J. & O'Toole, W. (2010) Events Management (2 nd Edition). London: Butterworth Heinemann. Bruce. M. (2002) Design in business: strategic innovation through design . London: Financial Times. -567 Goldblatt, J. (2013) Special Events - creating and sustaining a new world for celebration . Chichester: John Wiley & Sons. Goldenberg, J. (2002) Creativity in product innovation . Cambridge: Cambridge University Press. Henry, J. (2006) Creative management and development . London: Sage. -567 Matthews, D. (2008) Special Event Production: the process . Oxford: Butterworth Heinemann. Matthews, D. (2008) Special Event Production: the resources . Oxford: Butterworth Heinemann. -567 Miles, S. (1998) Consumerism as a Way of Life . London: Sage. Milligan, A. (2002) Uncommon Practice: people who deliver a great brand experience . London: Financial Times. Monroe, J.C. & Goldblatt, J.J. (2005) Art of the Event: complete guide to special event design and de9cor . Chichester: John Wiley & Son. -567 Pine, J P & Gilmore, J H (1999) The Experience Economy . Boston: Harvard University Press. Pratt, C. (2009) Creativity, innovation and the cultural economy . London: Routledge. -567 Shaw, C. & Ivens, J. (2004) Building Great Customer Experiences. Oxford: Palgrave MacMillan. Smith, S. & Wheeler, J. (2002) Managing the Customer Experience: turning customers into advocates . London: Prentice Hall. -567 Sondor, M. (2004) Event Entertainment and Production . Chichester: John Wiley & Son. Van der Wagen, L. (2005) Event Management: for tourism, cultural, business and sporting events. London: Hospitality Press. -567 Journals: Event Management International Journal of Event and Festival Research Journal of Consumer Behaviour Journal of Marketing Communications Leisure Studies Online sources: <> <>

Transferrable Skills

By the end of this module students will have gained competence in the following key areas: -360 o Creativity & Innovation o Communication and presentation skills o Interactive and group skills o Problem solving skills o Ability to self appraise and reflect on practice o Ability to plan and manage learning o Written and spoken communication o Self-confidence o Ability to work in teams and leadership skills

Module Structure

Activity Total Hours
Assessment (FT) 22.00
Seminars (FT) 22.00
Lectures (FT) 11.00
Independent Learning (FT) 132.00
Practicals (FT) 13.00

Assessment Methods

Component Duration Weighting Threshold Description
Coursework 2 n/a 30.00 35% Individual reflective essay (1500 words) week 14
Coursework 1 n/a 70.00 35% Pitch presentation (15-20mins) and supporting portfolio of materials, week 12