Selgitada elamusturundusalaste otsuste langetamiseks vajalikke teooriaid, mudeleid ja meetodeid. Õpetada kasutama peamisi elamus- ja teenusedisaini tööriistu, ning harjutada äriedu tagavaid etnograafilisi vaatlusi ja sotsiaalseid suhtlemisoskusi.

Explain theories, models and methods required for decision-making in experience marketing. Teach and practise use of main tools for experience and service design and practise ethnographic observations and social communication skills that would ensure successful business.

1. Tunneb elamusturunduse teoreetilisi aluseid;
2. Orienteerub uutes turundusparadigmades;
3. Oskab rakendada peamisi teenusedisaini tööriistu kliendisegmendi määramiseks ja nende vajaduste kaardistamiseks;
4. Oskab disainida elamustooteid ja –teenuseid

Upon completion of the subject, a student shall have acquired:
1. theoretical foundations of experience marketing;
2. orientations in new marketing paradigms;
3. abilities to apply basic service design tools for the determination of client segment and mapping of these demands.
4. abilities to design experience products and services.

Elamusmõtteviisi alused. Elamusmajanduse idee. Mass customization. Elamustest konkurentsivõimet. Elamusturunduse olemus. Elamus. Elamuslikkus. Elamuste mõõtmine. Elamuspüramiid. Elamustoodete/teenuste disain. Etnograafia tarbijakäitumise uuringutes. Kliendisegmendi määramine ja nende vajaduste kaardistamine, teenuse elamustamine, prototüüpimine, elamuse digitaliseerimine.

Foundations of experience mentality. Idea of experience economy.Mass customization. Experience competiveness. Essence of experiense marketing. Experience. Measurement of experiences. Pyramid of experience. Experience product/servise design. Ethnography in consumer behaviour studies. Determination of client segment and mapping of their demands,experience design, prototyping, digitalization of the experience.

Lõpphinne (H) =0,5 rühmatööd ja selle esitlused & aktiivõpe + 0,5 eksamitöö/ elamusteenuse disain ja õppimispäevik/ ja selle tulemuste esitlus

Final grade is composed of: 0.5 group work, presentation and active learning + 0.5 examination

Õppekirjanduse lugemine, kirjaliku rühmatöö materjalide ja õppimispäeviku koostamine.

Analysing professional literature, preparation of group work materials and learning diary in writing.

Pine, J. B. II; Gilmore, J. H. The Experience Economy. Work is Theatre; Every Business a stege. Harvard Business School Press. 1999, 2010. Polaine, A.; Lovlie, L. 2013. Service Design. Rosenfeld, USA. Miettinen, S.; Valtonen, A. 2012. Service Design with Theory. LUP. Digital minds: 12 things every business needs to know about digital marketing/Dan Monaghan,Peter Jasniewski...et al.WSI, FriesenPress, 2015

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