International

Sensory Marketing (E)

level of course unit

first cycle

Learning outcomes of course unit

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.

prerequisites and co-requisites

none

course contents

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.

recommended or required reading

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.

assessment methods and criteria

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

language of instruction

English

number of ECTS credits allocated

3

eLearning quota in percent

0

course-hours-per-week (chw)

2

planned learning activities and teaching methods

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

semester/trimester when the course unit is delivered

2

name of lecturer(s)

Prof. (FH) Dr. Kristina Kampfer

course unit code

IP_BUS114

type of course unit

integrated lecture

mode of delivery

Compulsory

work placement(s)

none

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