Workshop
imagine.. Scent Lab Interactive Workshop
April 27th 2005, from 9.00 to 15.30, Copenhagen Business School
- How can you learn to recognize fragrances and train your smell memory to be of use to you in your daily business life?
- What is olfactory marketing? And how can it be used to market your products?
- What does a product’s smell tell you about its quality? And how can you improve it through packaging?
l
The imagine.. Scent Lab Interactive Workshop is designed to help you answer these and other questions relating to smell. This intensive interactive one-day course gives an overview of key concepts and developments of olfactory marketing and an introduction to the scientific, anthropological and psychological study of the sense of smell. In addition to the theoretical agenda, the workshop consists of interactive exercises in smell recognition and memory and a gourmet lunch from Meyer’s Køkken in which participants will learn to distinguish different tastes and smells.
By the end of the Workshop, participants should not only have a broader understanding of the smell messages they encounter in their everyday lives; they should also have ideas about how to improve their companies’ products and packaging and have learned to rethink their concepts of branding.
The workshop is conducted in English by renowned perfumer, Joel Leonard Katz, and senior anthropologist and professor at CBS, Brian Moeran. As a special guest speaker the Scent Lab is proud to present distinguished sociologist and pioneer in the study of creative industries, Howard Becker.
Programme (Moderator: Brian Moeran)
09.00-09.30 Scent stimulation and introduction
09.30-10.00 "The Sense of Smell," by Joel Leonard Katz
10.00-10.30 "Marketing Scents/Sense," by Brian Moeran
10.30-10.45 Break
10.45-12.30 Smell exercises in small groups
12.30-14.30 Lunch, plus experiments with utensils and tableware as exercise in taste and smell discrimination
14.30-15.00 Comments and Perspectives" by Howard Becker
15.00-15.30 Wrap up
Cost
2,800 DKK (or equivalent), plus VAT, for the full course, including materials and gourmet lunch from Meyer’s Køkken.
Application and Registration
The workshop will be limited to 20 participants only. Applications should be submitted by April 13th, 2005.
For registration and further information, please contact Heidi Lange hl.ikl@cbs.dk
Note
When attending the workshop, we recommend that all participants to:
- Take a shower the evening before without using strong smelling soap;
- Avoid using shampoo;
- Do not take a shower in the morning;
- Do not wear aftershave or perfume of any kind.
Venue
Copenhagen Business School,
Dalgas Have 15,
2000 Frederiksberg
Room 2V.071 (2nd floor)
Dalgas Have 15,
2000 Frederiksberg
Room 2V.071 (2nd floor)
Sidst opdateret af Louise Nadika Johansen 25.10.2008
