Transforming the Customer Experience Through Sensory Marketing

You will support a character named Maria. She is a budding entrepreneur and wants to open a new café in Madrid. The establishment will sell bread, simple sandwiches, pastries, cakes and beverages, both to go and to enjoy in the spacious seating area. Maria is hiring the student as an expert in these psychological principles to help her make the right decisions according to what she wants her customers´ experience to be like. You will be presented with a skeleton image of the café and will need to make decisions about the remaining issues. The decision points will be positioned so as to introduce the relevant theory of perception and sensation and are aimed to highlight its importance in marketing from the Consumer Behavior perspective. At the end, every participant will have a real perspective of how they applied the theory in a particular case with singular ambitions and purposes, and this will be their higher “take away”.