Description of the assessment
In groups of no more than 4, students will design, deliver and manage a memorable experience for a specific consumer group and report on the design and predicted outcome (1500 words). Groups will be chosen by the academic team, with a multi-disciplinary approach adopted.
A client brief will be launched to students, that will form the basis for the chosen experience.
On successful completion of the module, students will be able to:
- Design and deliver an experience for a specific consumer segment.
- Discuss the challenges and opportunities experienced by local cultural intermediaries in managing a memorable experience for the specific consumer segment.
Assessment Content
Ultimately, as a group you must compile a comprehensive report that includes visual aids such as maps, sketches, and images to illustrate your ideas. Ensure that your document is well-organised, clearly written, and supported by relevant research.
Your report should include:
Title page
Including the module code, module title, assessment tile and your student number.
Content page
Identifying each section of the report and the page numbers.
Introduction (Approximately 300 words)
The introduction should set the scene for your report and explain to the reader what is to be covered. Within this section, it would be useful to include an overview of your chosen consumer experience, not just describing what the experience entails but the rationale behind the key decisions made. This can be elaborated further upon in the main body section.
Main Body (Approximately 1000 words)
The first part of the main body of your report should address LO1, (approximately 500 words). In this section you should explain how you approached brainstorming, designing and then delivering an experience for a specific consumer segment, including the application of key theoretical models. You may wish to discuss who the chosen consumer segment (target market) is for your experience, explaining how the chosen concept and theme for the experience connects to that segment. Clearly articulate the concept behind the proposed memorable experience, informing the reader how it aligns with the overall agreed goals which could include raising funds, promoting conservation, community involvement and experience value co-creation. You should explore relevant design principles and models and demonstrate your knowledge and application of experience co-creation. How will you ensure your experience is memorable? Does your experience consider all aspects of the customer journey, from start to finish? To complete this section, you can draw on the synchronous and asynchronous activities undertaking in weeks 1 to 5.
You may wish to include figures, tables, and diagrams in this section, if you do, they should be labelled, and the sources acknowledged, for example Figure 1. Four realms of an experience. Pine and Gilmore (1998, p102). Any material that is relevant to your discussion but is too lengthy to include in the main body, can be included in the appendices, but should be referred to in the main body, for example see Appendix 1. Minutes of planning meeting 1.
The second part of the main body should address LO2, (approximately 500 words). In this section you should focus on stakeholder collaboration and engagement, alongside the challenges and opportunities experienced by managing a memorable experience for the specific consumer segment. Here you identify and describe key stakeholders involved in the experience, such as local authorities, local communities’ representatives, environmental organisations, visitors and businesses, etc and explain why collaborating with these stakeholders is important to ensure a cohesive and mutually beneficial offering. The report must outline strategies for engaging and involving stakeholders in the planning and execution of the experience, alongside the benefits and/ or limitations of doing so. How will you ‘test’ your proposed experience to gain thoughts, comments and feedback from the proposed market? Why is this important? How will you measure the overall segment and stakeholder satisfaction? To complete this section, you can draw on the synchronous and asynchronous activities undertaking in weeks 6 to 11.
Conclusion (Approximately 200 words).
You should conclude your report with a summary of the key points covered in the main body, including your approach to designing and delivering your experience and the challenges and opportunities experienced. You should not include any new information in your conclusion.
NOTE: Each group will be asked to complete and submit, a ‘Group Log’ alongside the report, detailing engagement and contribution to the overall experience and report as a whole. The log will outline each individual’s role within the group and whether contributions made have been equal.
Reference list
You should include a reference list, which is an alphabetical listing of the sources used within the report. All sources acknowledged in your in-text citations should be included here, presented using Harvard format.
You should include a minimum of 8-10 relevant and credible sources. As a guide these could include 5 academic books, 3 peer reviewed journal articles and 2 trade publications.
Appendices
The appendices should be used for any material that is too lengthy to be included in the main body. Any items included as appendices such be referred to and discussed in the main body.
Examples include, Gantt charts, mind maps, minutes of meetings, action plans, mood boards, story boards and narratives used to develop your ideas.
