Sensory Marketing (E)
level of course unit
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
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
number of ECTS credits allocated
eLearning quota in percent
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
name of lecturer(s)
Prof. (FH) Dr. Kristina Kampfer
course unit code
type of course unit
mode of delivery