SHE Level 5
SCQF Credit Points 15.00
ECTS Credit Points 7.50
Module Code MMN224953
Module Leader Daniel Baxter
School Glasgow School for Business and Society
Subject Tourism and Events
  • A (September start)
  • B (January start)
  • C (May start)

Summary of Content

This module will provide students with a theoretical and practical understanding of the role of the experience within tourism and events. Students will critically examine the concept of experience from a range of perspectives, developing an understanding of its importance within contemporary consumer society. The module will be split into three core elements: firstly, a theoretical underpinning will be provided focusing on the increasing cultural significance of experiential consumption. Following this, the module will focus on the creation and development of experiences within tourism and events before examining some of the key issues associated with their management. Students will explore the practical application of theory by working with a live client to design and pitch an experience concept to meet set criteria.


Part One: Understanding the Experience The Rise of Consumer Society and Experiential Consumption Theoretical Perspectives of Experience Experiences, Lifestyles and Identities Part Two: Creating the Experience Creating and Conceptualising Experiences Experience Design Engaging the Senses Part Three: Managing the Experience Enchanting Experiences (rationalisation) Accelerating Experiences (technology and online) Performing Experiences (performativity and co-creation)

Learning Outcomes

On successful completion of this module, the student should be able to:1. Critically analyse the increasing cultural significance of experiential consumption.2. Critically examine the concept of experience and its application within tourism and events from a range of perspectives.3. Critically reflect upon the key issues associated with the creation, development and management of experiences.4. Critically reflect upon the process of experience design, bidding, and managing the demands and requirements of a real-life client.

Teaching / Learning Strategy

This module will be taught via a traditional lecture and seminar approach in order to allow students to gain a theoretical understanding of the subject area. Students will be able to access relevant readings and support materials via GCU Learn. Where relevant, case studies and guest speakers will be utilised. Students will be encouraged to participate in and reflect upon events/tourism experiences to embed and enhance learning. During the second part of the module students will work on a live project with a supportive workshop approach being adopted. This will allow students to gain relevant practical skills and put into practice the process of managing client relations. The module will be assessed via two forms of assessment, an essay will ask students to reflect upon their experiences of participating in a live tourism/event experience demonstrating the practical application of theory. This will be further demonstrated in the second assessment where students will work with a live client to design and pitch an experience that meets the criteria that they negotiate with their client and the module leader. The pitch will take the format of a formal presentation.

Indicative Reading

Core Benz, P. (Ed) (2014) Experience Design. Oxford: Bloomsbury. Berridge, G. (2007) Events Design and Experience. Oxford: Butterworth: Heinemann. Bilton, C. (2007) Management and Creativity. Oxford: Blackwell Publishing. Bowdin, G., Allen, J., O'Toole, W., Harris, R. & McDonnell, I. (2010) Events Management. London: Elsevier. Fog, K. (2005) Storytelling: branding in practice. New York: Springer. Frochot, I. & Batat, W. (2013) Marketing and Designing the Tourist Experience. London: Goodfellow Publishing. Gilmore. J.H. & Pine, J.P. (2007) Authenticity: what consumers really want. Boston: Harvard University Press. Milligan, A. (2002) Uncommon Practice: people who deliver a great brand experience. London: Financial Times. Pine, J.P & Gilmore, J.H (1999) The Experience Economy. Boston: Harvard University Press. Pine, J.P. & Gilmore, J.H. (2011) The Experience Economy: Updated Version. Boston: Harvard University Press. Additional Featherstone, M. (2007) Consumer Culture and Postmodernism. London: Sage. Ferdinand, N. & Kitchin, P.J. (2012) Events Management: an international approach. London: SAGE. Getz, D. (2016) Event Studies: theory, research and policy for planned events. Oxford: Butterworth: Heinemann. Mathews, D. (2008) Special Event Production: the process. Oxford: Butterworth Heinemann. Mathews, D. (2008) Special Event Production: the resources. Oxford: Butterworth Heinemann. Miles, S. (1998) Consumerism as a Way of Life. London: Sage. Prat, C. (2009) Creativity, innovation and the cultural economy. London: Routledge. Richards, G., Marques, L. & Mein, K. (Eds) (2015) Event Design: social perspectives and practices. London; Routledge. Ritzer, G (2010) Enchanting a Disenchanted World: continuity and change in the cathedrals of consumption. London: Routledge. Ritzer, G. (2014) The McDonaldisaton of Society (8th Edition). London: Sage. Ryan, C. (Ed) (2002) The Tourist Experience (2nd Edition). London: Centage. Sharpley, R. & Stone, P. (2015) Tourist Experience: contemporary perspectives. London: Routledge. Shaw, C. & Ivens, J. (2004) Building Great Customer Experiences. Oxford: Palgrave MacMillan. Shone, A. & Parry, B. (2013) Successful Event Management: a practical guide. Hampshire: Cengage Learning. Smith, S. & Wheeler, J. (2002) Managing the Customer Experience: turning customers into advocates. London: Prentice

Transferrable Skills

By the end of this module students will have gained competence in the following key areas: -360-1b7 Critical thinking -360b7 Analytical skills b7 Problem solving b7 Interactive -1 and -1 group skills -1b7 C&IT b7 Independent -1 learning -1b7 Communication skills -1b7 Reflective -1 practice

Module Structure

Activity Total Hours
Assessment (FT) 24.00
Lectures (FT) 12.00
Independent Learning (FT) 90.00
Seminars (FT) 24.00

Assessment Methods

Component Duration Weighting Threshold Description
Group Presentation n/a 70.00 45% Group Pitch/Presentation (20 minutes) Week 12
Individual Essay n/a 30.00 45% Individual Essay 1000 words (Week 6)