TAMK’s New Master’s Degree Programme in Experience Economy Strengthens Multidisciplinary Expertise

In autumn 2025, Tampere University of Applied Sciences launched a new and internationally unique Master’s Degree Programme in Experience Economy (YAMK). The programme awards degrees in Hospitality Management, Media, and Business Administration (Master’s level), and its core strength is clearly multidisciplinarity. Nearly 50 students are enrolled, working in various sectors of the experience economy such as service business, tourism, food and hospitality, media, culture, events, sports, and retail. What unites them is their ambition to develop as future experts of the experience economy.

Natural collaboration with the Experience Economy @TUNI programme

The programme is built upon strong collaboration between higher education institutions. The Experience Economy @TUNI programme, led by Tampere University, works closely with the  degree programme—and this collaboration will continue to deepen in the coming years. So far, joint activities have included idea exchange, guest lectures, curriculum development, and the preparation of new research and development projects.

The programme responds to the practical needs of working life

Master’s degrees (YAMK) offered by universities of applied sciences are strongly linked to the development of working life. Their core elements include research-based development, practical relevance, and societal impact—especially in supporting the development of SMEs, the public sector, and non-profit organisations.

The programme includes a 30 ECTS thesis, which takes the form of a research-based development project where students solve real-world challenges and create new solutions. The studies deepen students’ understanding of experience design, business models, customer experience as a source of competitiveness, and the development of workplaces and employee experience.

Next application period

The next application period is in the joint application round from 10–24 March 2026, and a new student cohort will begin in autumn 2026. The programme is currently only in Finnish. Read more about the degree programme: tuni.fi/elamystalous-yamk.

Further information: Senior Lecturer, Head of Degree Programme, Mika Kylänen, mika.kylanen@tuni.fi | +358 50 465 6477