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Session: 2022/23

Last modified: 12/04/2021 11:25:42

Title of Module: Marketing Experiences

Code: MARK09017 SCQF Level: 9
(Scottish Credit and Qualifications Framework)
Credit Points: 10 ECTS: 5
(European Credit Transfer Scheme)
School:School of Business & Creative Industries
Module Co-ordinator:Valerie  Will

Summary of Module

This module focuses on exploring and analysing the marketing of experiences as opposed to products/services.   This will include adopting a critical approach to exploring the definition and operation of experience marketing; investigating the notion of ‘experiences as theatre’ (including emotional and aesthetic labour); considering emotionality in marketing and reflecting, assessing and evaluating the experience of ‘experiences’.

Due to the specific subject-matter and orientation of this module, it is expected that students participating in the module will require prior academic knowledge of marketing in advance of taking the module.

Module Delivery Method
Face-To-FaceBlendedFully OnlineHybridCHybridOWork-based Learning
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Term used to describe the traditional classroom environment where the students and the lecturer meet synchronously in the same room for the whole provision.

A mode of delivery of a module or a programme that involves online and face-to-face delivery of learning, teaching and assessment activities, student support and feedback. A programme may be considered “blended” if it includes a combination of face-to-face, online and blended modules. If an online programme has any compulsory face-to-face and campus elements it must be described as blended with clearly articulated delivery information to manage student expectations

Fully Online
Instruction that is solely delivered by web-based or internet-based technologies. This term is used to describe the previously used terms distance learning and e learning.

Online with mandatory face-to-face learning on Campus

Online with optional face-to-face learning on Campus

Work-based Learning
Learning activities where the main location for the learning experience is in the workplace.

Campus(es) for Module Delivery
The module will normally be offered on the following campuses / or by Distance/Online Learning: (Provided viable student numbers permit)
Paisley:Ayr:Dumfries:Lanarkshire:London:Distance/Online Learning:Other:
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Term(s) for Module Delivery
(Provided viable student numbers permit).
Term 1check markTerm 2


Term 3


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Learning Outcomes: (maximum of 5 statements)

On successful completion of this module the student will be able to:

L1. Demonstrate a critical understanding of the theory of the marketing of experiences

L2. Analyse and evaluate the multidimensional issues involved in experience marketing development, production and operation

Employability Skills and Personal Development Planning (PDP) Skills
SCQF Headings During completion of this module, there will be an opportunity to achieve core skills in:
Knowledge and Understanding (K and U) SCQF Level 9.

Demonstrate a deep knowledge of the scope, main areas and boundaries in relation to the marketing of experiences.
Develop knowledge which will inform the preparation and operation of the marketing of experiences.

Practice: Applied Knowledge and Understanding SCQF Level 9.

Use electronic sources of information to gather research material in relation to the marketing of experiences.
Investigate issues related to the marketing of experiences in a deep and critical manner.
Using an experience marketing orientation, understand contextually-specific responses.

Generic Cognitive skills SCQF Level 9.

Demonstrate critical analysis and interpretation of experience marketing-related information.
Formulate a course of action based on information gathered and analysed/interpreted

Communication, ICT and Numeracy Skills SCQF Level 9.

Use a range of sources of information (including e-sources) to search for experience marketing information
Use standard applications (such as Word and Powerpoint) to present and display data.
Convey information in a clear and accessible manner.

Autonomy, Accountability and Working with others SCQF Level 9.

Work both individually and in groups in order to prepare/undertake class activities and (as appropriate) prepare assessment.
Taking a leadership/managerial role as appropriate.
Engaging appropriately in class activities.

Pre-requisites: Before undertaking this module the student should have undertaken the following:
Module Code:
Module Title:
Introduction to Marketing
Other:(or equivalent introductory marketing module)
Co-requisitesModule Code:
Module Title:

* Indicates that module descriptor is not published.

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Learning and Teaching
This module will normally be taught using a one hour lecture and two-hour interactive workshop format. There will be a programme of activities issued via the VLE which students will be required to engage in and prepare advance of class.
Learning Activities
During completion of this module, the learning activities undertaken to achieve the module learning outcomes are stated below:
Student Learning Hours
(Normally totalling 200 hours):
(Note: Learning hours include both contact hours and hours spent on other learning activities)
Laboratory/Practical Demonstration/Workshop12
Asynchronous Class Activity12
Independent Study70
Lecture/Core Content Delivery6
100 Hours Total

**Indicative Resources: (eg. Core text, journals, internet access)

The following materials form essential underpinning for the module content and ultimately for the learning outcomes:

Pine, J.B. and Gilmore, J.H. (2020) The experience economy. Boston, MA: Harvard Business Review Press.

Schmitt, B. (2014) Experience marketing: Concepts, Frameworks and consumer insights. Boston: Now Publishers.

(**N.B. Although reading lists should include current publications, students are advised (particularly for material marked with an asterisk*) to wait until the start of session for confirmation of the most up-to-date material)

Engagement Requirements

In line with the Academic Engagement Procedure, Students are defined as academically engaged if they are regularly engaged with timetabled teaching sessions, course-related learning resources including those in the Library and on the relevant learning platform, and complete assessments and submit these on time. Please refer to the Academic Engagement Procedure at the following link: Academic engagement procedure

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Supplemental Information

Programme BoardMarketing, Innovation, Tourism & Events
Assessment Results (Pass/Fail) No
Subject PanelMarketing, Innovation, Tourism & Events
ModeratorJenny Flinn
External ExaminerS Forbes
Accreditation Details
Version Number


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Assessment: (also refer to Assessment Outcomes Grids below)
The assessment for this module is a portfolio (100%), the compilation of which will demonstrate engagement with the concept of the marketing of experiences. Formative feedback will be offered during the teaching interactions in order that the summative assessment fulfils the learning outcomes for the module.
(N.B. (i) Assessment Outcomes Grids for the module (one for each component) can be found below which clearly demonstrate how the learning outcomes of the module will be assessed.
(ii) An indicative schedule listing approximate times within the academic calendar when assessment is likely to feature will be provided within the Student Handbook.)

Assessment Outcome Grids (Footnote A.)

Component 1
Assessment Type (Footnote B.) Learning Outcome (1) Learning Outcome (2) Weighting (%) of Assessment ElementTimetabled Contact Hours
Portfolio of practical workcheck markcheck mark1002
Combined Total For All Components100% 2 hours

A. Referred to within Assessment Section above
B. Identified in the Learning Outcome Section above

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  1. More than one assessment method can be used to assess individual learning outcomes.
  2. Schools are responsible for determining student contact hours. Please refer to University Policy on contact hours (extract contained within section 10 of the Module Descriptor guidance note).
    This will normally be variable across Schools, dependent on Programmes &/or Professional requirements.

Equality and Diversity

The Equality, Diversity and Human Rights policy underpins student engagement. We aim to make UWS a fair and equal place to study an institution which addresses specific issues covering all aspects of equality, diversity and human rights. Where required module assessment will be adapted to meet student requirements.

UWS Equality and Diversity Policy
UWS Equality and Diversity Policy
(N.B. Every effort will be made by the University to accommodate any equality and diversity issues brought to the attention of the School)

2014 University of the West of Scotland

University of the West of Scotland is a Registered Scottish Charity.

Charity number SC002520.