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.
At the end of this learning unit, the student is able to :
Students will able to :
The contribution of this Teaching Unit to the development and command of the skills and learning outcomes of the programme(s) can be accessed at the end of this sheet, in the section entitled “Programmes/courses offering this Teaching Unit”.
* 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  the basic principles of the approach;  potential contributions from neurosciences and immersive technologies;  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”).
Due to the COVID-19 crisis, the information in this section is particularly likely to change.Lectures on theoretical/methodological inputs (with practical illustrations), case studies, scientific articles.
Due to the COVID-19 crisis, the information in this section is particularly likely to change.Individual exam.
Group work (applying the concepts in the context of concrete marketing issues).
- Slides (Moodle)
- Inputs on scientific articles and books will be provided.