Presentation
Classroom Atmospherics As A Marketing Tool: Creating A Space Students Want To Stay In
INFORMS Society for Marketing Science - 42nd Marketing Science Conference
(2020)
Abstract
Atmospherics have been shown to be an effective marketing tool in a variety of industries. Restaurants and notable coffee shops, to mention a few, exploit atmospherics to enhance customer satisfaction. The more comfortable a consumer is in his environment the more open he can be to receive communications. As such, with a supportive, complementing environment that utilizes atmospherics as a marketing tool, student learning and overall satisfaction can be enhanced. The overall problem to be addressed in this study is the misalignment of atmospherics in the classroom to student needs.
The purpose of this case study will be to explore the effects of atmospherics as a marketing tool to undergraduate business students in a large, private university in Virginia. In addition, the case study will explore opportunities to enhance atmospherics as indicated by undergraduate business students. Learning institutions may be limited on the number of classrooms available for use in a physical building. The limited classrooms make it more difficult to tailor a classroom to any specific major within the business field. For example, students with majors in marketing may be influenced by different atmospherics than students with a human resource major. The general environment of the traditional classroom, with a lack of atmospherics to support any specific major, can reduce the overall satisfaction of the student. This study will explore student preferences and insights into how a multi-use classroom can best fulfill their needs to feel welcomed and supported as a contribution towards their overall customer satisfaction.
Keywords
- atmospherics,
- marketing
Disciplines
Publication Date
Summer June, 2020
Citation Information
Chris Huseman. "Classroom Atmospherics As A Marketing Tool: Creating A Space Students Want To Stay In" INFORMS Society for Marketing Science - 42nd Marketing Science Conference (2020) Available at: http://works.bepress.com/chris-huseman/3/