Luxury Sensory Marketing & Merchandising

The American Business School Paris

Course Description

  • Course Name

    Luxury Sensory Marketing & Merchandising

  • Host University

    The American Business School Paris

  • Location

    Paris, France

  • Area of Study

    Business Administration, Fashion, Management

  • Language Level

    Taught In English

  • Course Level Recommendations


    ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.

    Hours & Credits

  • US Credits

  • Recommended U.S. Semester Credits
  • Recommended U.S. Quarter Units
  • Overview

    The objective of this course is to give students an understanding of why companies are moving towards creating sensory ?worlds? for their brands, enabling them to offer sensory experiences that appeal to several or all of the five senses: vision, feel, taste, sound and smell in order to increase brand impact. By engaging multiple senses, the emotional connection with consumers will be stronger and last longer.
    Emphasis will be made on how communications and positioning have to be strongly connected to experience properly the product and how a brand?s value is linked to the sensory experience customers have with the brand and its sales environment.

    The course is developed through lectures, discussion and group/individual presentations of case studies. Students are expected to thoroughly read text materials and participate in class discussion. Topics will include :
    - The holistic approach to a brand - Creating sensory brand worlds - Sensory marketing from beauty, food and drinks to products and services - Store layout and location - Inventory - Sales - Controls - Buying and selling - The socioeconomic characteristics of luxury and fashion retailing.

    The final grade will be made up of class participation, articles and case studies handed in, a mid-term test and the final examination.

Course Disclaimer

Courses and course hours of instruction are subject to change.


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