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About the programme
Language: Danish  (See language requirements) | Place of study: Aarhus  |  Commencement: August / September (no winter intake)


This programme is only offered in Danish.

Experience economy – lifestyle, everyday culture, IT and value creation

There are many different kinds of experiences – both direct experiences such as films, TV and computer games and indirect experiences, i.e. experiences related to a product or a concept in which the experience itself adds value to the product.

The following are examples of Danish companies with integrated experience economy: Jyske Bank, whose customers get an actual product in the bank; Silvan, where all staff members must be capable of DIY activities; the major football clubs, whose main income does not come from ticket sales, but from selling merchandise and sponsorships (in which the sponsors get the experience of belonging); Den Gamle Fabrik (the Old Factory) – a modern factory given a past by means of advertisements about the “good old days” and narrow-gauge films about childhood in the 70s; and hotels based on concepts in which consumers purchase experiences combined with their accommodation.

Projects and practical training

As an experience economy student, you know how to plan, develop and implement experience economy projects in which you distinguish between experiences as the product itself – the core supply, e.g. artistic events, sporting and media events, architecture, art and culture in the city – and experiences as a by-product of the actual product, e.g. new marketing strategies, new forms of communication and digital media. Last, but not least, experiences can also be part of a learning practice or an everyday practice, such as digital technologies and aesthetic forms in educational, corporeal and learning institutions and internal company communication.

The idea behind the degree programme is to admit students with different academic backgrounds so you can learn to complete experience economy projects in the fields of study that formed part of your Bachelor degree. You learn skills in developing, designing and implementing projects (or events) and, at the same time, get an opportunity for detailed study of the subjects that formed part of your Bachelor’s degree and the chance to apply this knowledge in experience economy projects.

The Master’s degree programme counts as two years of full-time study (120 ECTS credits).

Admission requirements

The following Bachelor’s degree programs qualify for admission to the Master’s degree in Experience Economy:

  • A business- or social sciences Bachelor degree
  • A Bachelor degree from the Faculty of Humanities
  • A Bachelor degree in Design from the School of Architecture, School of Design in Kolding or a PBA in Design & Business from TEKO, Via University College

Admission requirements

The following Bachelor's degree programmes qualify applicants for admission to the Master’s degree programme in Experience Economy:

  • Bachelor's degree in Business and Social Science
  • Bachelor's degree in Liberal Arts
  • Bachelor's degree in Design from the School of Architecture, Kolding School of Design or Bachelor of Design & Business from TEKO, VIA University College

Language requirements

The degree programme is taught in Danish and requires Danish language qualifications equivalent of Danish A level in the Danish upper secondary school.

Restricted admission

The Master's degree programme in Experience Economy admits 45 students annually. This number is a guideline only and may be subject to change by the university.

If there are more than 45 academically qualified applicants, an academic review committee will be established, which will select among the qualified candidates according to the following criteria:

  1.  Academic background (counts 75%)
  • Based on the grade point average from the qualifying examination at the time of application.


  1.  Other relevant experience (counts 25%)
  • Based on CV and Relevance description. See below for more details.

The academic review committee evaluates each applicant on the basis of the supporting documents in the form of diploma/transcript, curricula of education, CV and any supportive documentation.


In addition to the general documentation requirements, you must upload the following documentation to your application:

  1. Relevance Description
    Relevance description is a brief description (1-2 pages) explaining:  
    • The academic relevance of your Bachelor’s degree programme to the Master’s degree programme in Experience Economy
    • Which courses from your Bachelor’s degree programme meet the academic requirements for admission to the Master's degree programme in Experience Economy
    • Your career plans
  2. Curriculum Vitae
    • Curriculum Vitae (CV) detailing your relevant education, business and other experience in chronological order.
    • You may also attach detailed documentation of your resume, such as recommendations, opinions, etc. However, this is not a requirement.
  3. The academic regulations of your study programme
  4. If your Bachelor’s degree is not from Aarhus University, you must upload the academic regulations of your study programme or a link pointing to them.

Programme structure

Academic regulations

Student life

Experience Economy is in its own house in Finlandsgade 4. The house has three floors with room for study groups on the 1st floor, lectures on 2rd floor and a café with bar and kitchen along with a work room in the basement.

As a student of Experience Economy this is where you will spend most of your time as both lectures, group work and Friday Bar is in the same house. This creates a vibrant and dynamic environment with room for learning, creativity and “hygge”.

Follow the student life at Aarhus University

-experienced, photographed and filmed by the students themselves.

With thousands of pictures #yourniversity gives insight into the everyday life as a student at AU; the parties, procrastination, exams and all the other ways you’ll spend your time at university.


The photos belong to the users, shared with #Yourniversity, #AarhusUni and course-specific AU-hashtags.


Job functions for grads

This data is derived from AU's 2016 employment survey. This data should not be considered a completely accurate representation of the labour market and job functions for all graduates of the individual degree programmes. It exclusively represent the responses submitted to the survey in the years in question.

Job profile

Graduates of experience economy typically find work in the following sectors:

  • Cultural institutions, e.g. museums, music venues, concert halls and theatres.
  • Tourism.
  • Employment in the private business sector.

Graduates typically work with:

  • Marketing/advertising
  • Product/concept development
  • Consultancy
  • Project management
  • Own business

It is also possible to pursue a career as a researcher. You can apply for admission to the university’s PhD programme, either at the so-called Graduate School, where you apply after completing the first year of your Master’s degree programme, or after completing your thesis.
For more information about PhD degree programmes at the Faculty of Humanities, click here.

Competence profile

With a Master’s degree in experience economy, you can:

  • Develop and manage creative and innovative processes and the human resources that are part of these processes.
  • Discover and identify experience economy potential.
  • Develop concepts for an experience economy activity.
  • Communicate a concept to different user groups, also involving different digital media in the communication process.
  • Implement/carry out specific experience economy activities in both physical and virtual environments.
  • Develop the business idea of an experience economy activity based on an understanding of the user’s social context (empathy).
  • Carry out market surveys and marketing strategies, including branding of experience economy activities.

Be part of and manage collaboration with both users and other business partners.

Career guidance

Please contact the Student Counselling Office for advice about employment opportunities and the subject profile options of your degree programme.

You can read more about the career services that are available from Arts Karriere who provide information about employment opportunities as well as arranging various events and workshops.