- The origin and history of the experience economy and transformation economy
- Key concepts and development frameworks
- Value creation logics
- Dramatisation of experiences and transformations
- Digitisation of experiences and transformations
- Authenticity in experiences and meaningfulness in transformations
- Research perspectives on experiences and transformations
- From mass customization to the mass personalisation of experiences and transformations
- Future perspectives in the experience-transformation economy

This course uses blended learning pedagogical approaches, such as flipped classroom, supported by three main learning forms: (1) contact learning; (2) directed learning; and (3) self-directed Learning. A proportion of the course hours provide the opportunity for learning contact between students and experts (the facilitator and industry partners). Three interactive contact learning days are available to participants via interactive learning methods. The types of directed learning used are individual and team learning activities. Self-directed learning is also an important part of this course and students are encouraged to develop their ability to learn on their own and thus to take more responsibility for setting the objectives of their study work. This course uses Moodle as the course’s virtual learning environment. In short, this course provides:

24 hours of contact teaching/learning
110 hours of directed and self-directed learning
1 hour of assessment of one’s own learning


Recognition of prior learning
If students have acquired the required competences in previous work tasks, recreational activities or on another course, they can show their competences via a demonstration, and thus progress faster through their studies. More information and instructions for recognising and validating prior learning (RPL) are available at MyNet.

Boswijk, A., Peelen, E. & Olthof, S. 2012. Economy of Experiences (3rd ed.). Amsterdam: European Centre for the Experience Economy.

Christensen, J. 2009. Global Experience Industries: The Business of the Experience Economy. Aarhus: Aarhus University Press.

Gilmore, J. H., & Pine II, B. J. 2007. Authenticity: What Consumers Really Want. Boston: Harvard Business School Press.

Jensen, R., & Aaltonen, M. 2013. The Renaissance Society: How the Shift from Dream Society to the Age of Individual Control will Change the Way You Do Business. New York: McGraw-Hill.

Kuiper, G. & Smit, B. 2014. Imagineering: Innovation in the Experience Economy. CABI Publishing. Wallingford.

O’Dell, T., & Billing, P. 2005. Experiencescapes: Tourism, Culture and Economy. Copenhagen: Copenhagen Business School Press.

Pine II, B. J., & Gilmore, J. H. 2011. The Experience Economy (updated ed.). Boston: Harvard Business School Press.

Sundbo, J. & Sørensen, F. (Eds) 2013. Handbook on the Experience Economy. Edward Elgar Publishing. Cheltenham.

This course replaces the following courses from the previous curriculum:
Part of the Developing and Managing Experiences (10 ECTS) course

No prerequisites.

The student can apply key concepts and typologies of experience and transformation to various business contexts. Can differentiate the various value creation logics: service-dominant logic (SDL), service logic (SL), Customer-dominant logic (CDL) and experience-dominant logic (EDL). Can together in a group dramatise and digitise experiences and transformations. Knows the various research perspectives for studying experiences and transformations

In addition to the skills and competences mentioned for Grade 1, the student can assess experience and the transformation economy frameworks relevance for various business contexts. Measure the authenticity of experiences and the meaningfulness of transformations. Apply mass customisation principles to personalise experiences and transformations.

In addition to the skills and competences mentioned for Grades 1 and 3, the student can analyse the emergence and development of the experience and transformation economy, judge the various research perspectives for studying experiences and transformations, predict business areas beyond the experiences and transformations.