FH Kufstein Studieren Sensory Marketing (E)
International

Sensory Marketing (E)

Niveau der Lehrveranstaltung/des Moduls laut Lehrplan

first cycle

Lernergebnisse der Lehrveranstaltung/des Moduls

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.

Voraussetzungen laut Lehrplan

none

Lehrinhalte

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.

empfohlene Fachliteratur

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.

Bewertungsmethoden und -kriterien

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

Unterrichtssprache

Englisch

Anzahl der zugewiesenen ECTS-Credits

3

eLearning Anteil in Prozent

0

Semesterwochenstunden (SWS)

2

geplante Lehr- und Lernmethoden

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

Semester/Trimester, in dem die Lehrveranstaltung/das Modul angeboten wird

2

Name des/der Vortragenden

Prof. (FH) Dr. Kristina Kampfer

Kennzahl der Lehrveranstaltungen/des Moduls

IP_BUS115

Art der Lehrveranstaltung/des Moduls

Integrierte Lehrveranstaltung

Art der Lehrveranstaltung

Pflichtfach

Praktikum/Praktika

none

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