International Office of the Faculty
International Office of the Faculty

Courses offered in English Language

Course name   Sensory Marketing
Lecturer, Professorship   Prof. Dr. Marcel Lichters ,
BWL II Professorship for Marketing
Term   Winter/Fall
Course level   Graduate (Master)
CP (ECTS)   5
Course description   An appropriate framework to discuss consumers’ perception of products and external information is Sensory Marketing, a broad, but popular domain in Marketing and Consumer Psychology. In an essence, Sensory Marketing can be understood as “marketing that engages the consumers' senses and affects their perception, judgment and behavior.” (Krishna, 2012, p. 332). Therewith, Sensory Marketing becomes an omnipresent topic in many marketing applications ranging from online retailing (which usually does only provide limited sensory input), over customer satisfaction with their service experience, to the optimal formulation of product recipes in domains such as food and beverage, but also personal care and cosmetics industry. We mainly focus on the influence of ambient scents, quantitative methods in sensory product research, and haptic perception.
Contents (vary from year to year):
  • quantitative methods in sensory product research
  • statistical analyses applying software solutions
  • market reality is characterized by a permanent information flood.
  • perception is a three-stage process that translates raw stimuli into meaning.
  • marketing messages should properly address each of our senses.
  • all senses act together in concert to create the overall multisensory product experience. The question is how? – multisensory product perception.
  • subliminal advertising is a controversial—but largely ineffective—way to talk to consumers.
  • the field of semiotics helps us understand how marketers use symbols to create meaning.

Literature:
Recent Consumer Research journal articles plus: Krishna, A. (Ed.). (2010). Sensory Marketing: Research on the Sensuality of Products. Taylor & Francis. Lawless, H. T., & Heymann, H. (2010). Sensory Evaluation of Food: Principles and Practices (2nd ed.). Springer. Schifferstein, H. N. J., & Hekkert, P. (Eds.). (2008). Product Experience. Elsevier Science. Solomon, M. R. (2018). Consumer Behavior: Buying, Having, and Being. Global Edition (12th ed.). Pearson Education limited.

Further information on the course  

The lecture is accompanied by an exercise in which students discuss recent research articles published in marketing and consumer research journals. In the exercises students also analyze datasets applying statistical methods.
Als information is provdied via OPAL prior the semester start.
Sign-up procedure   More Informations and enrollment is also provided via OPAL-Platform and via the chair's web page prior the semester start.

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