En raison de la crise du COVID-19, les informations ci-dessous sont susceptibles d’être modifiées,
notamment celles qui concernent le mode d’enseignement (en présentiel, en distanciel ou sous un format comodal ou hybride).
5 crédits
30.0 h
Q2
Enseignants
Pleyers Gordy;
Langue
d'enseignement
d'enseignement
Anglais
Thèmes abordés
innovative techniques that make it possible to analyze consumers' 'non-conscious' perceptions.
This course also addresses fascinating technological developments related to virtual reality. These technologies create an immersive experience of products, ads, points of sale or other relevant environments (e.g. holiday or leisure locations). They offer huge opportunities for marketing in the very near future. Therefore, virtual reality has recently been proclaimed as the most promising emerging technology for businesses to gain a competitive advantage
On the methodological level, this course is mainly based on the experimental approach, largely used in marketing studies dealing with cognitive neurosciences or virtual reality. This approach typically consists of manipulating a marketing concept in a laboratory or in a natural environmentwhile removing the influence of any other factor.This allows the analysis of the causal impact of the manipulated factor (e.g. packaging, design, point of sale, etc.) on various consumers' reactions (e.g. emotions, beliefs, behaviors). This approach is therefore highly valuable for understanding and optimizing the impacts that marketing decisions have on consumers. For this reason, the experimental approach is attracting an increasing interest from companies.
This course also addresses fascinating technological developments related to virtual reality. These technologies create an immersive experience of products, ads, points of sale or other relevant environments (e.g. holiday or leisure locations). They offer huge opportunities for marketing in the very near future. Therefore, virtual reality has recently been proclaimed as the most promising emerging technology for businesses to gain a competitive advantage
On the methodological level, this course is mainly based on the experimental approach, largely used in marketing studies dealing with cognitive neurosciences or virtual reality. This approach typically consists of manipulating a marketing concept in a laboratory or in a natural environmentwhile removing the influence of any other factor.This allows the analysis of the causal impact of the manipulated factor (e.g. packaging, design, point of sale, etc.) on various consumers' reactions (e.g. emotions, beliefs, behaviors). This approach is therefore highly valuable for understanding and optimizing the impacts that marketing decisions have on consumers. For this reason, the experimental approach is attracting an increasing interest from companies.
Acquis
d'apprentissage
d'apprentissage
A la fin de cette unité d’enseignement, l’étudiant est capable de : | |
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Contenu
* Presentation of basic principles of the experimental approach, which are essential to be able to define and implement a research design that allows for analyzing the influence of specific factors on consumers’ reactions.
* Comparison between studies in laboratory and studies in natural settings
* Overview of techniques drawn from the field of neurosciences that allow for analyzing consumers’ reactions (basic principles, advantages, disadvantages, etc.).
* Presentation of immersive technologies and of their contribution in the context of various marketing issues (e.g. product development, virtual stores, advertising, experiential marketing).
* Analysis of experimental studies in such a way to illustrate [1] the basic principles of the approach; [2] potential contributions from neurosciences and immersive technologies; [3] various influencing actors, such as design elements (e.g. shapes, colors, images, visual complexity) or sensory elements (e.g. music, smells, lighting, colors; “sensory marketing”).
* Comparison between studies in laboratory and studies in natural settings
* Overview of techniques drawn from the field of neurosciences that allow for analyzing consumers’ reactions (basic principles, advantages, disadvantages, etc.).
* Presentation of immersive technologies and of their contribution in the context of various marketing issues (e.g. product development, virtual stores, advertising, experiential marketing).
* Analysis of experimental studies in such a way to illustrate [1] the basic principles of the approach; [2] potential contributions from neurosciences and immersive technologies; [3] various influencing actors, such as design elements (e.g. shapes, colors, images, visual complexity) or sensory elements (e.g. music, smells, lighting, colors; “sensory marketing”).
Méthodes d'enseignement
En raison de la crise du COVID-19, les informations de cette rubrique sont particulièrement susceptibles d’être modifiées.
Lectures on theoretical/methodological inputs (with practical illustrations), case studies, scientific articles.
Modes d'évaluation
des acquis des étudiants
des acquis des étudiants
En raison de la crise du COVID-19, les informations de cette rubrique sont particulièrement susceptibles d’être modifiées.
Individual exam.Group work (applying the concepts in the context of concrete marketing issues).
Bibliographie
- Slides (Moodle)
- Inputs on scientific articles and books will be provided.
Faculté ou entité
en charge
en charge
CLSM
