06240705 - Global Consumer Experiences

This course is designed for students who understand the importance of consumer experiences for enterprises’ global competitive advantages and are looking to propose, communicate, and deliver truly great experiences to cross-cultural consumers. This course offers students different frameworks and tools to apply service logic in making global human-centered experiences.

Estimation of private study (outside of contact hours): 10 hours

TARGETED KNOWLEDGE AND SKILLS 

After this course, students will be able to:

• Develop and integrate service logic in designing consumer experiences
• Identify weak signals from global markets for consumer experience designing
• Create global human-centric experiences

COURSE OUTLINE

I. Introduction to human-centered experience design
II. Cross-cultural consumer cultures
III. Co-designing live consumer experiences
IV. Managing consumer experience co-design

PRESCRIBED TEXTS AND PUBLICATIONS

1. Deslandres, Laurent (2015). Management de l’expérience client. Montreuil : Pearson.
2. Laker, B., Soga, L.R., & Bolade-Ogunfodun, Y. (2023). Closing the service gap: How to connect customers, employees and organizations. Harlow: Pearson
3. Penaloza, L., Toulouse, N., & Visconti, L.M. (2012). Marketing management : A cultural perspective. London : Routledge.

Individual grade
Written test, 2h
Case study

Other grade
Grading during class
Group project, 2h

TEACHING METHODS
Case studies

PRE-REQUISITES IN TERMS OF KNOWLEDGE AND SKILLS
Students must have a strong base in Marketing Management, Cross-cultural Consumer Behaviors, and Market Research.

ADVISED PRIOR READING
Pine, B.J., & Gilmore, J.H. (1999). The experience economy: Work is theatre & every business is a stage.