TecnoCampus Foundation
eCampus
University Business
eCampus

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General information

Subject type: Optional

Coordinator: Vera Butkouksaya

Trimester: First term

Credits: 4

Teaching staff: 

Sandra Iruela Jimenez

Academic year: 2024

Teaching course: 4

Languages ​​of instruction

  • Catalan

The material will be in Spanish.

Competencies / Learning Outcomes

Basic skills

  • CB2. That students know how to apply their knowledge to their work or vocation in a professional way and possess the skills that are usually demonstrated through the elaboration and defense of arguments and the resolution of problems within their area of ​​study. .

Specific skills

  • CE4. 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.

  • CE5. Recognize the particularities of marketing activity in sectors of activity with specific characteristics.

  • CE8. Synthesize ideas to make them feasible and profitable business understanding the current market.

Transversal competences

  • CT5. Develop tasks applying the knowledge acquired with flexibility and creativity and adapting them to new contexts and situations.

Presentation of the subject

It is a course focused on the marketing concept of 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 in recent years a determining relevance in many sectors

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 on them. In addition, it will add the technical side 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.

Contents

With the subject of sensory marketing, it is intended that the student assumes and expands his capacities and skills in the sensory world and, specifically, in the world of fragrances in general applied to olfactory and scent marketing.

They will be studied to speak more coherently about the olfactory sense with a more complete language and adapted to the needs of the end customer to extrapolate the values ​​of a brand in a scent.

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 wider 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 in the area of ​​sensory marketing in order 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.

  • You will assume generic capabilities and skills from the world of scents.
  • You will speak coherently and with language specific to this field.
  • You will be able to recognize the raw materials of some perfumes and aromas.
  • You will acquire intellectual skills that you can apply in multiple functions.
  • You will identify opportunities for marketing strategies.
  • You will design sensory and olfactory marketing strategies.
  • You will be able to apply odotypes and sensory marketing campaigns
  • You will improve the retail shopping experience.
  • brain influence

 

Activities and evaluation system

Workshops and practical cases 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.

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%