Joseph Pine II and James Gilmore’s article Welcome to the Experience of Economy has on its opening page the following statement: “As goods and services become commoditized, the customer experiences that companies create will matter most.” (Pine and Gilmore, 199:97) and much in  the same way, it is a positive experience  that learners also seek in our classrooms. This ‘economy experience’ concept (Pine and Gilmore, 1998) is not limited to a specific area but it ranges from going to an amusement park at the weekend and having fun, to classes...