Course Details
Country:
France
Institution:
KEDGE Business School - Bordeaux campus
Course Title:
Sensory marketing
Course Number:
2021_S02_PGE_M2_MKT_0010_E_D_MC
Course Description:
The competition between brands has never been so hard and consumers nowadays face to a
plethoric offer. Face to this multiplication of products, the proposition of a consumption
experience and/or inside the retail store is today a key element of firm’s marketing strategy.
Among those new experiences, the appeal of consumers’ sense and the dramatization of retail
stores are considered as ones of the most interesting solutions for firms.
Which senses influence consumers’ consumption? Which senses impact the
consumers’ perception of a product or a service? Can a brand position itself thanks to an odor,
a taste or a texture? How brands should take into account and manage consumers’ senses in
their marketing strategy?
This course has for objectives to reply to those questions through 10 chapters where we will
expose both the role and the importance of sensory marketing for firms and its influence on
consumers’ behaviors.
Language:
English
Approved Equivalent:
MKTG 312
Attachment Files:
SensoryMarketing.pdf
