General information

Subject type: Optional

Coordinator: Monica Juliana Oviedo León

Trimester: Third term

Credits: 4

Teaching staff: 

Sandra Iruela Jimenez

Teaching languages

  • Catalan
  • Spanish

The materials will be in Spanish


Basic skills
  • B1. That students have demonstrated knowledge and understanding in an area of ​​study that starts from the foundation of general secondary education, and is usually found at a level that, while supported by advanced textbooks, also includes some aspects which involve knowledge from the cutting edge of their field of study.

  • B5. That students have developed those learning skills necessary to undertake further studies with a high degree of autonomy.

Specific skills
  • E2. Apply the basics of marketing and market research.

  • E4. Analyze and evaluate strategies for developing, launching and positioning new products, as well as making decisions regarding the variable of the product, price, distribution and communication.

  • E5. Recognize the particularities of marketing activity in sectors of activity with specific characteristics.

  • E6. Synthesize and evaluate marketing strategies for the internationalization of business activity.

  • E11. Apply the knowledge to undertake business projects that allow the creation of new companies or the improvement of existing ones, applying innovative and creative ideas.

General competencies
  • G1. Be able to work in a team, actively participate in tasks and negotiate in the face of dissenting opinions until reaching consensus positions, thus acquiring the ability to learn together with other team members and create new knowledge.

  • G2. Be able to innovate by developing an open attitude to change and be willing to re-evaluate old mental models that limit thinking.

Transversal competences
  • T5. Develop tasks applying the knowledge acquired with flexibility and creativity and adapting them to new contexts and situations.


It is a course focused on the concept of marketing the senses, the five main senses and their direct and real application in marketing and communication strategies and actions. The importance of sensory marketing has acquired a decisive relevance in recent years in many sectors.

Learning outcomes

At the end of this course the participant will know the importance and key role of sensory aspects in their marketing strategy, how to identify them and how to act with them. In addition, it will add the technical part of this fascinating subject, especially linked to the world of fragrances, on how to have guidelines for the application of odotypes and olfactory marketing campaigns.

Working methodology

The classes will be online, with a session by an expert speaker as a case study.
The dynamics will be based on an olfactory workshop to identify olfactory notes and a theoretical-practical part.


The subject of sensory marketing is intended for the student to assume and expand their abilities and skills in the sensory world and, in particular, the world of fragrances in general applied to olfactory marketing and smells.
Methodologies will be studied to speak more consistently of the sense of smell with a more complete language and adapted to the needs of the end customer to extrapolate the values ​​of a brand in a smell.
We will study these methodologies from other senses and through the recognition of raw materials to develop the olfactory system, but above all to have a broader vocabulary to be able to address the end customer.
Intellectual skills of the 5 senses will be acquired that can be applied in multiple functions of the area of ​​sensory marketing to design campaigns and marketing strategies consistent with the type of customer in a manner consistent with their brand image and improve the consumer shopping experience.

Learning activities

Workshops and case studies on aromas and perfumes.
Olfactory practice of examples of commercial perfumes and odotypes will be included.
Deliverable: Development of a "sensory marketing plan" and development of a brand briefing.

Evaluation system

The evaluation system will be weighted as follows:

  • Participation in activities proposed in the classroom 20%
  • Exhibition of practical work + public exhibition 40%
  • Final exam 40%