Subject Title Service & Experience Management
Subject Code HOS302A
Assessment Title Case Study
Graduate Capabilities Professional Expertise
Technology and Information Literacy Skilled Collaboration
Innovative problem solving
Learning Outcome/s (found in the
Subject Outline) a. Explain the role and characteristics of the experience economy.
b. Reflect on the realms of the experience economy whilst interacting with a brand.
c. Assess existing experiences in the service industry.
d. Design a unique experience.
Assessment type Individual
Weighting % 35%
Word count 2000 words (+/-10%)
Due day Week 10: Sunday at 11.55pm
Submission type Turnitin ?
Layout ICMS Cover Page ?
Case Study Question 1 ?
Case Study Question 2 ?
Case Study Question 3 ?
Case Study Question 4 ?
*Include subheadings in each section as per relevant topics / theories contained in the case study and subject content.
*Recommended to use tables and diagrams ie. not essay format, to keep the presentation of the case study & design proposal succinct.
Reference List ?
Appendices (optional) ?
Case Study See below.
Assessment instructions You, an Experience Economy specialist, have been contracted by L’Occitane en Provence, the famous French skincare product company, to design an ongoing experience to promote their new product -Cap Cedrat-, a Mediterranean ocean-inspired range, by creating an ongoing immersive hospitality experience over the summer months, in the tourist destination of Nice, France to help promote their products.
You are to create an Experience Proposal to L’Occitance’s marketing department, by completing the 4 case study questions below.
1. Complete a critical analysis on the Experience Economy related to a similar product launch/promotion that has been promoted including a promotional experience that customers attended within the last two years ie. 2021-2023 (can be anywhere in the world). Include subject theory models of Servicescape dimensions, the 4 realms of the Experience Economy, 5 Senses, & Sense of Place. 2. Analysis of the customer experience: the potential target market. Create a customer demographic profile for each of the below:
a) the potential type customer of the product to be promoted
b) the potential type customer of a hospitality experience
c) the potential type of customer/visitor at/to the destination
3. Assess 2 similar brand launches or unique leisure / hospitality / retail experiences that have been delivered in the Nice destination.
4. Design in detail, an experience to promote L’Occitane en Provence -Cap Cedrat- products at a hospitality venue or event space of your choosing in Nice, France:
• Justify your choice of venue.
• Explain your experience design concept.
• Justify your experience design by applying it to the models of Servicescape dimensions, the 4 realms of the Experience Economy, 5 senses, & Sense of Place.
• Justify how your service experience over a summer will:
a) optimise branding & monetising via sales / exposure for the destination/venue
b) optimise / monetise branding / sales for the company who have contracted you
c) satisfy the experience expectations of the target customer demographic/s
This hospitality experience service cannot be for just one day – it is to be continuous ie. the designed experience will be offered on a daily/weekly basis throughout a whole summer, so that this service & branding can be monetised mid-long term, for the 3 primary stakeholders: L’Occitane en Provence, the partnering hospitality venue (which you will choose), & the destination.
(There is an event / experience brief template in the Assessment Section which may be used to help formulate the detail of this case study question 4)
The content in the below resource links provide context to inform you of the history and general overview of the product, and the Sense of Place related
to this brand. From this, and your own independent research, compile a case study and show evidence of your own unique design experience.
*Being a case study and design proposal – the format is not to be essay style answers. Use subheadings, tables, diagrams etc., to focus your content, in a professional format, as if you were presenting this to the marketing department who have hired you. Pretend that this is a real-life experience product that you are planning to design.
Readings for the assessment L’Occitane en Provence. Media resources:
https://spa.loccitane.com/our-concept,92,1,35249,1093644.htm
South of France, history of the Senses & Perfume: Npr.org: https://www.npr.org/2021/09/25/1039336681/grasse-perfume-france
Provence Tourism Branding & Product Sales statistics:
France Today, (June/July 2022). Purple Reign, lavender fields of Provence
https://search.ebscohost.com/login.aspx?direct=true&AuthType=cookie
,ip,shib&db=a9h&AN=159523859&site=edslive&scope=site&custid=s1320630
Sense of Place
Beyond the Wine experiences: cellar door tours https://beyondthewine.fr/accueil/wine-tours-2019/
South-of-France Tourism Visitor statistics & demographics:
Statistica. Breakdown of tourist expenses in the French region of ProvenceAlpes-Côte d’Azur (PACA), by sector:
https://www.statista.com/statistics/1120115/france-paca-tourism-expensesamount-sector/
Brand activation experiences, interacting with a brand globally.
https://www.bizbash.com/production-strategy/experiential-marketingactivations-sponsorships/media-gallery/21796471/see-how-these-hotelbrands-are-embracing-experiential-marketing https://peekage.com/blog/brand-activation-examples
Subject Theory Reference Books & Journals:
• Fitzsimmons, M. J., & Fitzsimmons, J. A. (2000). New Service Development?: Creating Memorable Experiences. SAGE Publications, Inc.
• Ghahramani, L., & Zare, S. M. (2013). Tourist Behavior Analysis: An Experiential Marketing Approach. Journal of Hospitality & Tourism, 11(2), 65–71.
• Gilmore, A. (2003). Services Marketing and Management. SAGE Publications Ltd.
• Gilmore, J. H., & Pine, B. J. (2002). The experience is the marketing.
Seattle: Brown Herron Publishing.
• 28. https://doi.org/10.1016/j.jort.2018.11.007
• Lawn, J. (2004). Every Café is a Stage. Food Management, 39(7), 8.
• Pine, B. J., Pine, J., & Gilmore, J. H. (2019) The Experience
Economy, With a New Preface by the Authors: Competing for Customer Time, Attention, and Money. Boston: Harvard Business Press.
• Pine, B. J., Pine, J., & Gilmore, J. H (2011) The Experience Economy, Updated Edition. Boston: Harvard Business Press.
• Pine, B. J., Pine, J., & Gilmore, J. H. (1999). The experience economy: Work is theatre & every business a stage. Boston: Harvard Business Press.
• Saurabh Kumar Dixit. (2019). The Routledge Handbook of Gastronomic Tourism. Routledge
• Saurabh Kumar Dixit. (2020). The Routledge Handbook of Tourism Experience Management and Marketing. Routledge
• Sherry, J. F. (Ed.). (1998). Servicescapes: The concept of place in contemporary markets. Seattle: NTC Business Books.
• Sundbo, J., & Darmer, P. (Eds.). (2008). Creating experiences in the experience economy. Massachusetts: Edward Elgar Publishing.
• Wilson, A., Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2012).
Services marketing: Integrating customer focus across the firm (No. 2nd Eu). New York: McGraw Hill.
Refer to Class notes and Moodle Resources Block. Perform your own independent research.
Grading Criteria / Rubric Please see below.
HOS302A Assessment ?2: Case Study – Marking Rubric
Criteria HD (85-100) D (75-84) CR
(65-74) PASS
(50-64) FAIL (0-49)
Question 1 Content:
Experience
Economy theory models in global
product sector
10%
Exemplary application of theory content covered in class.
Demonstrates a critical reflection of all realms of the experience economy, experience design and applying subject theories of of
Service Design Thinking, the
Experience Economy, & Sense of Place. Insightful original content relayed relative to the services experiences in the chosen product industry.
Excellent application of theory content covered in class.
Demonstrates a critical reflection of most realms of the experience economy, experience design and applying subject theories of Service Design Thinking, the Experience Economy, & Sense of Place.
Relevant content applied to the services experiences in the product industry.
Good application of theory content covered in class.
Provides a summary, though lacking somewhat in areas of a critical reflection of the realms of the experience economy, experience design and applying subject theories of of Service Design Thinking, the Experience Economy, & Sense of Place.
Some content applied to the services experiences in the product industry.
Basic mention & application of theory models & terminology content covered in class.
Provides a summary, though
lacking in originality in areas of a critical reflection of the realms of the experience economy, experience design and applying subject theories of of Service Design Thinking, the Experience Economy, & Sense of Place.
Lacking in detailed content applied to the services experiences in the product industry.
Minimal / inadequate / no application of theory content covered in class.
Lacking areas of a critical reflection of the realms of the experience economy, experience design and applying subject theories of of Service Design
Thinking, the Experience
Economy, & Sense of Place.
Lacking in detailed content applied to the services experiences in the product industry.
Question 2 Content: Customer experience – target market analysis, 3
target personas
20%
Demonstrates exemplary understanding of the consumer experience, and the target market of this case study.
All 3 personas of the brand, destination, and product within the consumer profile report are comprehensively outlined with a wide range of detail, definitive and relevant, at a professional standard, with extra insights.
Displays excellent understanding & interaction with the brand’s target market, showing competence in the role and characteristics of the experience economy.
Demonstrates a high standard understanding of the consumer experience, and the target market of this case study.
All 3 personas of the brand, destination, and product within the consumer profile report are comprehensively outlined with a wide range of detail, definitive and relevant.
Displays a good understanding & interaction with the brand’s target market, showing competence in the role and characteristics of the experience economy.
Demonstrates a good understanding of the consumer experience, and the target market of this case study.
All 3 personas of the brand, destination, and product within the consumer profile report are outlined though detail could have been more comprehensive, definitive and relevant.
Displays a good understanding & interaction with the brand’s target market, and general understanding of the role and characteristics of the experience economy.
Demonstrates a basic understanding of the consumer experience, and the target market of this case study.
Basic mention & application of theory models & terminology content covered in class.
All 3 personas of the brand, destination, and product within the consumer profile report are outlined though detail is lacking – needed to be more comprehensive, definitive and relevant.
Basic understanding & interaction with the brand’s target market, and lacks demonstration somewhat of the role and Lacks demonstration of understanding of the consumer experience, and the target market of this case study.
Did not provide 3 relevant personas of the brand, destination, and product within the consumer profile report.
Lacks understanding of interaction with the brand’s target market, and lacks comprehension of the role and characteristics of the experience economy.
characteristics of the experience economy.
Question 3 Content: Assessing existing experiences for your service target
market
20%
Excellent analysis of existing experiences in the market.
Customer-orientated, assessment of the product experience in the competitor market in a comprehensive way.
Excellent attention to detail in all areas & a professional standard throughout all deliverables.
Comprehensive analysis of existing experiences in the market. Sound analysis of the product promotion experiences globally. Existing experiences analysis was targeted at the relevant customer market.
Excellent attention to detail in all areas.
Solid analysis of existing experiences in the market. Sound analysis of the product promotion experiences globally. Existing experiences analysis not targeted at the exact relevant customer market.
Lacking attention to detail in some areas.
Basic analysis of existing experiences in the market. Only partially demonstrated competency in analysis of the product promotion experiences globally. Existing experiences analysis was not targeted at the exact relevant customer market.
Lacking attention to detail in areas.
Inadequate analysis of existing experiences in the market. Lacking competency in analysis of the product promotion experiences globally. Existing experiences analysis was not targeted at the exact relevant customer market.
Lacking attention to detail in areas. Inadequate mention & application of theory models & terminology content covered in class.
Question 4 Content: Design a unique
experience
30%
Highly unique design, not seen before at this level.
The design brief is highly innovative, engaging for the consumer, thorough and detail orientated.
It displays excellent understanding & interaction with the brand, the venue / destination & consumer.
Justification is on-point for design areas required, satisfying the venue / destination, monetization, and the customer experience satisfaction.
Insightful design process justification incorporating the subject theory models: theories are also utilized throughout the design of the experience, at a professional standard.
The design brief is thorough and detail orientated. It displays excellent understanding & interaction with brand, the venue / destination & consumer.
Justification is on-point for design areas required, satisfying the
venue / destination, monetization, and the customer experience satisfaction.
Comprehensive thought behind the design process incorporating
the subject theory models: theories are also utilized throughout the design of the experience.
The design brief shows the essential detail, thougb lacks originality, and uniqueness of the experience. Displays understanding & interaction with brand, the venue / destination & consumer.
Justification is on-point for design areas required, satisfying the venue / destination, monetization, and the customer experience satisfaction.
Some good thought process demonstrated behind the design process, incorporating some the subject theory models.
The design brief shows basic detail. Lacks originality & uniqueness to the experience. Displays adequate understanding & some interaction with brand, the venue / destination & consumer.
Justification lacking in some design areas required, not fully satisfying the venue / destination, monetization, and the customer experience satisfaction.
Some good thought process demonstrated behind the design process, incorporating a couple of the subject theory models.
The design brief is inadequate in detail, or missing. Lacks originality & uniqueness to the experience created. Does not demonstrate adequate interaction
with brand, the venue / destination & / or consumer.
Justification lacking in design areas required, not fully satisfying the venue / destination, monetization, and the customer experience satisfaction.
Minimal theory model processes demonstrated behind the design process, did not incorporate nor apply the major subject theory models.
Content
Presentation and
Writing
10% All required information is presented in a logical order and
easy for the reader to follow in a fluid manner.
No spelling, grammar, or punctuation errors in the text. All text is in the student’s own words. Minor omission of required information and/or not fully
presented in a logical order and easy to follow.
A few (1-2) errors in spelling, grammar or punctuation. Majority of text is in student’s own words. Some required information is missing and/or not presented in a logical order but is still generally
easy to follow. A few (3-4) errors in spelling, grammar or
punctuation. Most text is in student’s own words. Required information is missing and/or not presented in a logical
order, making it difficult to follow.
No more than 5 spelling, grammar or punctuation errors. Several
instances where the text is not in student’s own words. Information is not presented in a logical order, making it difficult to follow. More than 5 spelling,
grammar or punctuation errors.
Text is copied or not included.
Research and
Referencing
10% Evidence of wide academic and industry relevant research beyond
unit materials supports the subject themes in a thoughtful and
interesting way. Conclusions
reached are well synthesised from
research. Referencing complies with Style Guide throughout. Wide research is evident reflecting an excellent understanding of
subject themes. More than five
appropriate academic and industry relevant articles/ resources used. Referencing complies with Style Guide. Solid research including at least four academic and industry relevant articles enhancing
communication of subject themes.
Referencing contains minimal errors and is mostly compliant with The Style Guide. Satisfactory research although only three academic and industry
relevant articles used; relevance and significance are variable.
Some inclusions of subject themes evident. Referencing contains
some errors reflecting a lack of compliance to The Style Guide.
Inadequate research with little or no connection to subject themes or theory models & authors of.
Referencing is non-existent or does not comply with Style Guide.
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