PowerPoint Lesson Structure

Lesson 1.    An Introduction to Experience Economy Strategies
                   1.1 A progression of economic value from commodities to experience
                   1.2 Defining the 4Es: Education, Esthetics, Escapism, and Entertainment

Lesson 2.    Adding Value to Rural Businesses with Experience Economy Strategies
                   2.1 The 4E strategies to differentiate your business from competitors
                   2.2 Making offerings memorable through Experience Economy strategies

Lesson 3.    Aligning Experience Economy Strategies of the Business and e-Commerce
                   Web site
                   3.1 Importance of a consistent image for a multi-channel business

Lesson 4.    Assessing Experience Economy Strategies of the Business
                   4.1 A 4E-based marketing plan to help define the firm’s position and image
                   4.2 4E-based strategy formulations
                   4.3 Strategy implementation and evaluation

                   Assessment Tool I. Marketing Plan Framework

Lesson 5.    Assessing Experience Economy Strategies for the e-Commerce Web site
                   5.1 Experience Economy strategies reflected in Web site Information design
                   5.2 Experience Economy strategies reflected in Web site Interface design
                   5.3 Experience Economy strategies reflected in Web site Interactivity design

                   Assessment Tool II: Development of Experiential Web sites.

Preparation for presentation

Although the PowerPoint presentations are intended for training presentations, the Extension presenter should review the online tutorial component of the course to better familiarize themselves with the content to be presented.

Room requirements for presentation:

1. Computer with CD-reader and audio capability
2. Computer projection system with audio capability
3. A laser pointer

Authors

Strengthening Competitive Advantage of Rural Businesses with e-Commerce and Experience Economy Strategies was developed by:

• Miyoung Jeong, PhD, Assistant Professor, Department of Hotel, Restaurant, & Institution Management, Iowa State University, Ames, IA - mjeong@iastate.edu

• Ann Marie Fiore, PhD, Professor, - Department of Apparel, Educational Studies, and Hospitality Management, Iowa State University, Ames, IA - amfiore@iastate.edu

• Haemoon Oh, Associate Professor, Department of Apparel, Educational Studies, and Hospitality Management, Iowa State University, Ames, IA - hmoh@iastate.edu

• Linda Niehm, Assistant Professor, Department of Apparel, Educational Studies, and Hospitality Management, Iowa State University, Ames, IA - niehmlin@iastate.edu

• Cheryl Hausafus, Associate Professor, Department of Apparel, Educational Studies, and Hospitality Management, Iowa State University, Ames, IA - haus@iastate.edu

Acknowledgment – The authors wish to thank the Southern Rural Development Center for funding this project. They also thank Steve Mickelson, Extension Specialist at Iowa State University, for his review of the project and Keila Tyner and Calista J. Yoo for their creative and technical assistance.