SHE Level 2
SCQF Credit Points 20.00
ECTS Credit Points 10.00
Module Code M2N225581
Module Leader Daniel Baxter
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 t he role of creativity, design and innovation in creating uniqu e environments, products and experi ences . Throughout the module students will be introduced to theoretical concepts that 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 experience design. The module will allow students on the BA (Hons) International Tourism and Events Management to utilise the skills and knowledge gained via this module to enhance their performance in the Event Delivery and Management module. Summary of how PRME-related issues / topics are covered in this module: Throughout this module, students will be introduced to the notion of designing experiences that meet the requirements of a diverse range of consumer groups. 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.


Part On e The consumer society Understanding experiential consumption The role of tourism and events in experiential consumption Part Two: The creative process Applying the creative process - generating and evaluating ideas Brand alignment - vision, values, aspirations Understanding experience design 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:1. Demonstrate an appreciation of experiential consumption and the increasingly important role which it plays in a variety of business settings;2. Understand and appreciate the concepts of creativity, design and innovation, and their role in creating unique environments, products and services;3. Utilise creative approaches and techniques to develop products and services that meet the needs of specific consumer groups;4. 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 ma in 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 that will allow students to enhance and deepen their learning while applying theory to practice. Students will be assessed via two assessments. They will first be asked to produce an individual essay assessing their understanding of experiential consumption and its application for tourism/events. The second assessment will see students work in small groups to design an experience concept 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. Where appropriate, guest speakers and field trips will be utilised to allow students to gain an understanding of experiential consumption in the 'real world'. GSBS will continue to use the advancement of GCULearn as a blended learning tool through its teaching and learning as well as through engagement with students. GSBS will ensure that all modules are GCULearn 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 three working weeks of submission. Internationalisation of the Curriculum: The contribution of the creative and cultural industries to the global economy is now established, 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 be sensitised to the need to develop culturally sensitive products, services that meet the demands and requirements of differing consumer groups.

Indicative Reading

Books and articles: -360 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 2nd 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. Bilton, C. (2007) Management and Creativity: from creative industries to creative management. Oxford: Blackwell. Bilton, C. & Cummings, S. (2010) Creative Strategy: reconnecting business and innovation. Chichester: John Wiley & Sons. Bowdin, G.A., McDonnell, I., Allen, J. & O'Toole, W. (2010) Events Management (2nd Edition). London: Butterworth Heinemann. Bruce. M. (2002) Design in business: strategic innovation through design. London: Financial Times. 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. Matthews, D. (2008) Special Event Production: the process. Oxford: Butterworth Heinemann. Matthews, D. (2008) Special Event Production: the resources. Oxford: Butterworth Heinemann. 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. (2005) Art of the Event: complete guide to special event design and de9cor. Chichester: John Wiley & Son. Pine, J P & Gilmore, J H (1999) The Experience Economy. Boston: Harvard University Press. Pine II, J.P. & Gilmore, J. H. (2011) The Experience Economy (Updated edition). Boston: Harvard Business Review Press. Pope, R. (2005) Creativity: theory, history, practice. London: Routledge. Pratt, C. (2009) Creativity, innovation and the cultural economy. London: Routledge. Sharples, L., Crowther, P., May, D. & Orefice, C. (2014) Strategic Event Creation. Oxford: Goodfellow Publishers. Shaw, C. & Ivens, J. (2004) Building Great Customer Experiences. Oxford: Palgrave MacMillan. Smit, B. & Melisson, F. (2018) Sustainable Customer Experience Design: co-creating experiences in events, tourism and hospitality. London: Routledge. Smith, S. & Wheeler, J. (2002) Managing the Customer Experience: turning customers into advocates. London: Prentice Hall. Sondor, M. (2004) Event Entertainment and Production. Chichester: John Wiley & Son. Sundbo, J., & Sf8rensen, F. (2013). Handbook on the experience economy. Oxford: Edward Elgar. Van der Wagen, L. (2005) Event Management: for tourism, cultural, business and sporting events. London: Hospitality Press. Journals: -360 Event Management International Journal of Event and Festival Research Journal of Consumer Behaviour Journal of Marketing Communications Tourism Management Online Sources: <> <> <>

Transferrable Skills

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

Module Structure

Activity Total Hours
Lectures (FT) 12.00
Assessment (FT) 50.00
Seminars (FT) 24.00
Independent Learning (FT) 114.00

Assessment Methods

Component Duration Weighting Threshold Description
Coursework 1 n/a 30.00 35% Individual Essay (week 6)
Coursework 2 n/a 70.00 35% Pitch Presentation and Supporting Portfolio of Materials (20 minutes) (Week 12)