Tunniste / Course Code


Nimi / Name

Experience Design (EXDE)

Laajuus / ECTS


Tyyppi  / Level (esim. perusopinnot, aineopinnot)

Advanced studies



Opinto-oikeus (?)

Tourism marketing and management (TMM) master’s students, MAXIMUM 5 other students (service management, exchange students).

Suositeltu suoritusaika

First year of TMM master’s studies.

Tuntimäärä / Hours (?)

162 h

Arvostelu / Grading



Business School

Opettajat / Teacher

Henna Konu


Kuvaus / Syllabus:


Osaamistavoitteet (pakollinen) / Learning outcomes (compulsory)

Knowledge related: The student can

  • Understand and explain the main theoretical concepts regarding service experience, tourist experience, and design of experiences, including experience theory, consumer value, customer involvement and product/service development
  • Explain and criticize main experiential theories and apply them on analyzing and interpreting consumer experiences
  • Understand the practical adaptations of the theories including consumer involvement process in service development
  • Understand the different ways how diverse service design tools can be applied and utilized


Skills related: The student can

  • Apply a customer oriented approach to product/service development in experience industry
  • Use diverse tools for experience design and evaluation of the consumer experience, and evaluate the suitability of diverse tools in different practical development cases
  • Analyse and interpret customer insight gained from the practical cases and compare the information with theoretical knowledge
  • Create in collaboration with peer students a practical experience design case, and reflect his/her own learning during the process

Sisältö (pakollinen) / Content

The course focuses particularly on consumer service experience and the value creation in tourism industry. In this course tourist product (tourist experience) is used as an example for a typical experiential service.

  • Pre-learning materials on the main theoretical concepts and theories regarding experience theory/experience concepts, experiential marketing, experience industry, customer value, (new) product/service development, design of experiential services, service design tools and approaches
  • Collaborative exercises and discussions to analyse and critize main theories. Individual and collaborative exercises to interpret and analyze practical cases in theoretical contexts.
  • Evaluating the outputs from the practical cases: giving and receiving constructive feedback.
  • Collaboration with tourism sector. Including problem solving of diverse challenges faced or developing new services or processes.


Suoritustavat (pakollinen) / Teaching Methods


Independent study 100 h, group work 32 h, class meetings and seminars 30 h.


Toteutustavat / Study Modes


  • Flipped classroom (pre-learning materials and interactive face-to-face meetings), active participation in class meetings
  • Collaboration with companies (e.g. visitors and practical cases)
  • Group work
  • Individual assignment(s)
  • Compulsory participation in seminars


Oppimateriaalit / Study Material

1) Book: Prebensen, N. K., Chen, J. S., & Uysal, M. S. (2014). Creating Experience Value in Tourism. Wallingford, England; Boston, Massachusetts: CABI. (Full text available in Ebrary),

2) Articles,

3) Other material


Arvosteluperusteet (pakollinen) / Assessment

Assessment: 1-5.

Emphasis on the final grade:

  • Individual assignment 35 %
  • Group work essay 35 %
  • Group work presentation 10 %
  • Peer review 10 %
  • Self-evaluation 10 %
  • Compulsory participation in seminars (pass/fail)


Edellytykset / Prerequisites:


Bachelor Degree or for exchange students basic studies in tourism and business


Ajankohta / Time


Spring semester

Tarjontatieto / Level


Maximum of 25 students can be admitted to the course. Tourism marketing and management (TMM) master’s students, other students (service management, exchange students). Priority is given for TMM students.


Avainsanat / Key words

experience, experiential marketing, experience design, service development, customer involvement, industry collaboration



Further information

Language: English