ASSESSMENT BRIEF___________________________________________________
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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 ☒ASSESSMENT BRIEF___________________________________________________
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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 relatedASSESSMENT BRIEF___________________________________________________
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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:
South of France, history of the Senses & Perfume:
Npr.org:
Provence Tourism Branding & Product Sales statistics:
France Today, (June/July 2022). Purple Reign, lavender fields of Provence
,ip,shib&db=a9h&AN=159523859&site=eds-
live&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 Provence-
Alpes-Côte d’Azur (PACA), by sector:
amount-sector/
Brand activation experiences, interacting with a brand globally.
activations-sponsorships/media-gallery/21796471/see-how-these-hotel-
brands-are-embracing-experiential-marketing
Subject Theory Reference Books & Journals:
• Fitzsimmons, M. J., & Fitzsimmons, J. A. (2000). New Service
Development : Creating Memorable Experiences. SAGE
Publications, Inc.ASSESSMENT BRIEF___________________________________________________
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• 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.ASSESSMENT BRIEF___________________________________________________
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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.ASSESSMENT BRIEF___________________________________________________
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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.ASSESSMENT BRIEF___________________________________________________
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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.