2015/2016
BA-BHAAV6019U Neuromarketing
| English Title |
| Neuromarketing |
|
|
| Language |
English |
| Course ECTS |
7.5 ECTS |
| Type |
Elective |
| Level |
Bachelor |
| Duration |
One Semester |
| Start time of the course |
Autumn |
| Timetable |
Course schedule will be posted at
calendar.cbs.dk |
| Max. participants |
60 |
| Study board |
Study Board for BSc in Economics and Business
Administration
|
| Course
coordinator |
- Thomas Ramsøy - Department of Marketing
(Marketing)
|
| Main academic
disciplines |
- Communication
- Marketing
- Business psychology
|
|
Last updated on
07-10-2015
|
| Learning objectives |
To achieve the grade 12, students
should meet the following learning objectives with no or only minor
mistakes or errors: At the end of the course the student should be
able to:
- Reflect upon the readings about neuromarketing and consumer
neuroscience
- Have a basic understanding of the contemporary theories of
consumer neuroscience and neuromarketing and their application to
solve a business problem.
- Discuss pros and cons of the traditional approaches in
comparison to the modern research approaches
- Structure the knowledge, critisize and reflect the ideas upon
the business cases in groups
|
| Examination |
|
Oral exam
based on Written Product:
|
| Exam ECTS |
7,5 |
| Examination form |
Oral exam based on written product
In order to participate in the oral exam, the written product
must be handed in before the oral exam; by the set deadline. The
grade is based on an overall assessment of the written product and
the individual oral performance. |
| Individual or group exam |
Group exam, max. 3 students in the
group |
| Size of written product |
Max. 10 pages |
| Assignment type |
Project |
| Duration |
Written product to be submitted on specified date and
time.
20 min. per student, including examiners' discussion of grade,
and informing plus explaining the grade |
| Preparation time |
No preparation |
| Grading scale |
7-step scale |
| Examiner(s) |
Internal examiner and second internal
examiner |
| Exam period |
Winter and Winter |
| Aids allowed to bring to the exam |
Closed Book |
| Make-up exam/re-exam |
Same examination form as the ordinary exam
|
Description of the exam
procedure
The team project report is based on the project created in
groups of up to 3 students the provided case. At the oral exam each
student prepares a case related
issue.
|
|
| Course content and
structure |
|
The course will introduce you to the multidisciplinary
approaches on consumer behavior and brand communication based on
the knowledge coming from: traditional marketing, consumer
neuroscience and neuromarketing.
The covered themes will include explanation of following main
concepts: emotions, reasoning, conscious and unconscious aspects of
consumer choice, approach-avoidance behavior, visual attention and
perception.
Furthermore, the knowledge will be applied on practical cases
reflecting brand analysis, consumer behavior research and
communication.
Neuroscientific tools such as electroencephalograph (EEG),
eye-tracker, Galvanic Skin Response, behavioral measurements will
be introduced and explained in the light of their advantages and
disadvantages of their application in the marketing and consumer
behavior research.
|
| Teaching methods |
| Students will be assigned different
readings to be prepared before the class. During the class students
will be encouraged to discuss the literature in the light of the
practical application. |
| Further Information |
|
Changes in course schedule may occur.
Monday 11.40-14.15, week 36-47.
|
| Expected literature |
|
- The main book will be:
Neuromarketing for Dummies,2013 by Stephen J. Genco, Andrew
P. Pohlmann & Peter Steidl.
- Secondary literature will be
provided before the course.
|
Last updated on
07-10-2015
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