30755 - STRATEGIC MANAGEMENT OF IMMERSIVE AND EXPERIENTIAL TECHNOLOGIES
Department of Management and Technology
Course taught in English
Go to class group/s: 31
BAI (6 credits - II sem. - OP | SECS-P/07) - BEMACS (6 credits - II sem. - OP | SECS-P/07) - BESS-CLES (6 credits - II sem. - OP | SECS-P/07) - BGL (6 credits - II sem. - OP | SECS-P/07) - BIEF (6 credits - II sem. - OP | SECS-P/07) - BIEM (6 credits - II sem. - OP | SECS-P/07) - BIG (6 credits - II sem. - OP | SECS-P/07) - CLEACC (6 credits - II sem. - OP | SECS-P/07) - CLEAM (6 credits - II sem. - OP | SECS-P/07) - CLEF (6 credits - II sem. - OP | SECS-P/07) - WBB (6 credits - II sem. - OP | SECS-P/07)
Course Director:
LAURA RU YUN PAN
LAURA RU YUN PAN
Suggested background knowledge
It is suggested that students have a basic knowledge in Corporate Strategy.
Students are advised that there are minimum hardware (laptops) requirements for a fully immersive experience in the course:
• RAM Memory: 4 GB (8 GB recommended)
• Graphics card: NVIDIA GT 730 or better, AMD equivalent of better
• GPU Memory 1 GB minimum (4 GB recommended)
Mission & Content Summary
MISSION
We are entering a new era where experience is the new economy for consumer attention. The commoditisation of products across industries are making it more difficult for companies to compete for market share. The course aims to equip students with the knowledge, tools, and strategic insights to harness the transformative potential of immersive and experiential technologies. Through an in-depth exploration of cutting-edge innovations like spatial computing, 3D design, Agentic AI, and experiential marketing, this course empowers future leaders to create engaging, impactful customer experiences that drive value and innovation.
By bridging the gap between emerging technologies and strategic business applications, it will prepare students to lead in the evolving landscape of the experience economy, inspiring creative solutions and fostering a deep understanding of how brands can leverage innovation to captivate and engage their audiences in meaningful ways.
CONTENT SUMMARY
1. Introduction to Immersive Technologies
- Introduction to immersice and experiential technologies
- What is immersive technologies and its evolution
- Experience Economy and what does it mean?
2. Spatial Computing
- Overview and real use cases of spatial computing
- The building blocks of spatial computing
- How companies can utilize spatial computing for the future of customer experience and engagement
3. 3D Design & Applications
- The future of design with 3D tools
- How 3D technology is enhancing customer interaction and user experience
- Digital Twins and their strategic applications
4. Tools of the trade in Extended Reality (XR):
- Augmented Reality (AR)
- Virtual Reality (VR)
- Differences between AR/VR and benefits of AR/VR
- Mixed Reality (MR)
- Artificial Intelligence (AI)
5. Gaming & Esports
- Gamification: A method of creating ecxitement and engagement
- How brands are entering the world of gaming to engage with their consumers
- The future of immersive gaming
6. Experential Marketing through emerging Technologies
- What is experiential marketing and why it is the new currency for branding and marketing
- Ideation, Creation and Execution – Managing an experiential marketing campaign
- Immersive engagment – How to capture your audience’s attention
7. Agentic AI
- What is Agentic AI
- How it will re-write the way consumers interact with brands
- Leveraging on Agentic AI in marketing & communication
Intended Learning Outcomes (ILO)
KNOWLEDGE AND UNDERSTANDING
At the end of the course student will be able to...
At the end of the course, students will be able to:
- Possess a strong understanding of immersive and experiential technologies and their applications in strategic management.
- Grasp the concepts and methodologies for creating effective strategies that leverage immersive experiences to drive customer engagement and brand value.
- Understand the potential, limitations, and practical applications of immersive technologies such as spatial computing, 3D design, Agentic AI and extended reality.
APPLYING KNOWLEDGE AND UNDERSTANDING
At the end of the course student will be able to...
At the end of the course, students will be able to:
- Apply practical knowledge gained through business projects or hackathons to utilize tools and programs adopted by leading organizations in immersive technology.
- Develop and execute strategies for immersive experiences that align with a brand's values and goals, focusing on innovation and customer engagement.
- Demonstrate their expertise in the strategic use of emerging technologies within professional environments to create impactful, experiential solutions.
Teaching methods
- Lectures
- Guest speaker's talks (in class or in distance)
- Practical Exercises
- Individual works / Assignments
- Collaborative Works / Assignments
- Interaction/Gamification
- Competitions/Hackathons
DETAILS
- Lectures: This will include theory and concepts with examples through case studies
- Guest Speakers: Industry experts and high level executives will be invited to share their experience and insights into developing and executing projects targetted at creating memorable experiences for their customers
- Practical Exercises, Collaborative Assignments: The students will work on a group assignment with the aim of creating a fully immersive and engagement brand experience. They will have time to develop the idea and create an execution plan. All of this will be presented at the end of the course.
- Interaction & Gamification: Students will have a session on how to create a 3D figure using multiple free tools, and access the virtual space for a treasure hunt
Assessment methods
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ATTENDING STUDENTS
Evaluation consists of a written exam at the end of the course aimed at assessing the learning path along the overall program (30% of the total grade) and 3 teamworks (70% of the total grade: 10% Skoda Case Study, 40% Group Assignment; 20% In-class Assignment) completed during the course focused on case studies and activities as indicated in the syllabus.
Extraordinary in class contribution (in particular in discussing cases and participating to debates) is awarded with max one extra point at the end of the grading process.
NOT ATTENDING STUDENTS
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Evaluation consists of a written exam at the end of the course aimed at assessing the learning path along the overall program (100% of the total grade). Students are expected to study all the material included in the syllabus (i.e.textbook, reports, articles, cases, videos).
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Teaching materials
ATTENDING AND NOT ATTENDING STUDENTS
PAPERS, CASES AND ARTICLES
You may use the Bocconi Library to search for
BOOKS
- TBD
CASES
- Skoda, Pan, L. R. Y., (2023). Skodaverse: How Skoda Auto entered the world of Web3. SDA Bocconi School of Management.
- Israeli A., Keller N.T., Roblox: Virtual Commerce in the Metaverse, 9-523-028, HBS
(others to be added)
ARTICLES
- Yaffe J., Moose A., Marquardt D., The Experience Economy is Boom, But It Must Benefit Everyone, World Economic Forum, 2019
- Pine J., Gilmore J H., Welcome To The Experience Economy, HBR, 1998
- Baltezarevic R., Baltezarevic I., The experience economy: providing memorable experiences to customers, 13th INTERNATIONAL
"COMMUNICATION IN THE NEW WORLD" Congress, 2024
HANDOUTS / LINKS
All handouts and video links not accessible due to subscription requirements can be found on Blackboard.
Last change 19/11/2025 12:59