Week 2 (Sept 20): The Foundations of Experiential Marketing

Berry, L. L., L. P. Carbone and S. H. Haeckel (2002), “Managing the Total Customer Experience,” MIT Sloan Management Review, Spring 2002. http://sloanreview.mit.edu/article/managing-the-total-customer-experience/


Richardson, A. (2010), “Using Customer Journey Maps to Improve Customer Experience,” Harvard Business Review, https://hbr.org/2010/11/using-customer-journey-maps-to


Dias, J. O. Ionutiu, X. Lhuer and J. van Ouwerkerk (2016), “The Four Pillars of Distinctive Customer Journeys,” McKinsey & Company,


Week 7 (Nov 1): Designing Identity Experiences

Giesler, M. (2016), “Who is Re-Designing Your Sleep?” The Huffington Post http://www.huffingtonpost.com/markus-giesler/designing-the-business-of_b_9677542.html


Giesler, M. (2016), “Tesla’s Chief Driver of Success: Masculinity” http://www.mgiesler.com/blog/my-new-tesla


Haskins, S. “Target Women: Feeding Your F---ing Family,” https://www.youtube.com/watch?v=b-dRgM51iII

Week 8 (Nov 8): Space, Place, Servicescapes

Ali, N., M. Halme, B. Lanre, S. Narang and F. Zahid (2016), “Redeising Retail into a Destination,” https://www.ama.org/resources/Pages/redesigning-retail-destination.aspx

Gutierrez, S., A. Johar, C. Lillo, A. Singh, and S. Sourtzis (2016), “How Eataly has Redefined the Third Place to Create a New Customer Experience,” 



Cayaba-Ma, C., Y. Chu, M. Jurgens, P. J. Mathews and A. Sefton (2016), “Redesigning Emergency Rooms into Experience Rooms,” https://www.ama.org/resources/Pages/redesigning-emergency-rooms-into-experience-rooms.aspx

ATTENTION: This lecture will be held in the form of an observational field exercise at Yorkdale Shopping Centre (Afternoon Class) & CF Eaton Centre (Evening Class)