ELE 3902 Multisensory Experiences
ELE 3902 Multisensory Experiences
Most of our everyday life experiences are multisensory in nature. They involve many, if not all, of our senses, that is, sight, hearing, touch, taste, and smell, just to mention the ‘traditional’ ones. In this course, we take a journey through the world of multisensory experiences, that is, impressions formed by specific events, whose sensory elements have been carefully crafted by someone. This journey has an international focus that builds on initiatives from researchers and practitioners from around the world.
We begin by exploring the basis of human sensation and perception. Here, we go through a general introduction about how we sense and perceive the world around us. Then, we explore in depth how experiences form and the role of our senses in them. After that, we introduce multisensory experiences in marketing. We interface with brands through many, if not all, of our senses. As such, customers experience brands through the different sensory elements of their touchpoints. In this context, the senses are placed at the centre of the consumer experience design processes.
We also introduce the field of multisensory human-computer interaction, which deals with the role of the human senses in the understanding and creation of the interactions that we have with technology. We discuss how multisensory experiences meet technology, in particular, key digital transformations such as mixed reality, internet of things, AI-powered technologies, and web3. We further explore how multisensory experiences are being studied and utilized throughout the reality-virtuality continuum (for example, with augmented and virtual reality technologies) in marketing and beyond. We also explore how researchers and practitioners from around the world are now capitalizing on novel sensory-enabling technologies in order to deliver new experiences in digital environments. After that, we discuss about multisensory experiences in the arts and finalize the course with reflection on their ethical implications for individuals and society.
After comleted course students shall have learned:
- Fundamentals of sensation and perception
- Principles of multisensory experiences
- Multisensory experiences in marketing
- Multisensory human-computer interaction
- Multisensory experiences in the arts
- International perspectives on multisensory experiences
- Ethics of customer experience design and management
- Frameworks for multisensory experience analysis and design
After comleted course students will be able to:
- Critically think about sensation and perception, as well as multisensory experiences in business contexts
- Identify and utilize principles of multisensory experiences
- Conceptualize multisensory experiences throughout the reality-virtuality continuum
- Develop customer journeys in light of digital transformations
- Understand how to manage experiences in mixed reality
- Elaborate on the different multisensory brand drivers of consumers perception, judgements, and behaviours
- Identify key moments of experience and analyse and/or design the multisensory profile of brand touchpoints
- Suggest and prototype multisensory customer experiences
Conceptualizing, critically evaluating, designing, and managing multisensory experiences throughout the reality-virtuality continuum.
- Multisensory experiences: An overview
- Understanding experiences
- The role of the senses in our experiences
- Defining multisensory experiences
- Sensation and perception and consumer behaviour
- Principles of sensation and perception
- Principles of multisensory perception
- Multisensory experiences in the reality-virtuality continuum
- Brand touchpoints as multisensory devices
- Brand names, logos, and symbols
- Packaging, store, and atmospherics
- Multisensory food experience design
- Digital multisensory marketing
- Multisensory human-computer interaction
- Introduction to human-computer interaction
- User experience and experience design
- Augmented and virtual reality
- Internet of things
- AI-powered technologies
- Web3
- The senses and the arts
- Frameworks for multisensory experience design
- Ethics of multisensory experiences
The content of the course encourages many discussions in the class, varying from psychology, through human-computer interaction, to management. There is list of compulsory and suggested references for each of the lectures.
The class has a learning-by-discussing approach (like a workshop). The course offers fewer solo lectures, and instead increase the discussion times regarding key issues and learning points. We encourage the students to participate in our discussions actively with informed, critical, opinions.
The class has a learning-by-discussing approach (like a workshop), therefor Class preparation and participation is expected.
Higher Education Entrance Qualification.
No specific prerequisites required.
| Assessments |
|---|
Exam category: Activity Form of assessment: Oral examination Weight: 40 Grouping: Group (2 - 5) Duration: 20 Minute(s) Comment: All exams must be passed to obtain a final grade in the course. Exam code: ELE 39021 Grading scale: ECTS Resit: Examination when next scheduled course |
Exam category: Submission Form of assessment: Written submission Invigilation Weight: 60 Grouping: Individual Support materials:
Duration: 3 Hour(s) Comment: All exams must be passed to obtain a final grade in the course. Exam code: ELE 39022 Grading scale: ECTS Resit: Examination when next scheduled course |
All exams must be passed to get a grade in this course.
| Activity | Duration | Comment |
|---|---|---|
Teaching | 45 Hour(s) | |
Prepare for teaching | 31 Hour(s) | |
Group work / Assignments | 60 Hour(s) | |
Student's own work with learning resources | 60 Hour(s) | |
Examination | 4 | Oral and written examination |
A course of 1 ECTS credit corresponds to a workload of 26-30 hours. Therefore a course of 7,5 ECTS credit corresponds to a workload of at least 200 hours.