Sensory Marketing (E)

first cycle

At the end of this course, students will be familiar with the domain of sensory marketing. They will have an in-depth understanding of how sensory cues shape consumer perception, affect emotions and, finally, behavior. Beyond, they will know how companies can make use of the principles of sensory marketing as a marketing tool.

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The course provides an in-depth knowledge of the science of sensory marketing. Beyond, it focuses on the application of theories and models to real life cases, discussions as well as implications and limitations of the models. It includes a number of team exercises, case studies and group work. We share knowledge, engage in discussions and create new perspectives and ideas in class.

Hultén. Sensory marketing: Theoretical and empirical grounds. Routledge, 2015. Krishna. "An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior." Journal of consumer psychology 22.3 (2012): 332-351. Krishna, ed. Sensory marketing: Research on the sensuality of products. Routledge, 2011. Krishna. Customer sense: How the 5 senses influence buying behavior. Springer, 2013.

Group work (presentation, paper) Active course participation (case studies & discussions)

Englisch

3

0

2.0

Mixture of lectures, student-led teaching, group projects and case studies

2

Prof. (FH) Dr. Kristina Kampfer

IP_BUS115

Integrierte Lehrveranstaltung

Pflichtfach

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