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2017/2018  KAN-CCMVV1417U  Neuromarketing

English Title

Course information

Language English
Course ECTS 7.5 ECTS
Type Elective
Level Full Degree Master
Duration One Quarter
Start time of the course Second Quarter
Timetable Course schedule will be posted at calendar.cbs.dk
Max. participants 80
Study board
Study Board for MSc in Economics and Business Administration
Course coordinator
  • Jesper Clement - Department of Marketing (Marketing)
This course is part of the minor in Behavioral Neuroscience and Economy
Main academic disciplines
  • Customer behaviour
  • Communication
  • Marketing
Last updated on 03-03-2017

Relevant links

Learning objectives
To achieve the grade 12, students should meet the following learning objectives with no or only minor mistakes or errors: To achieve the grade 12, students should meet the following learning objectives with no or only minor mistakes or errors: The learning objectives of this course are that students can:
- acquire knowledge about how the brain responds to basic marketing p’s like advertisements, pricing, store design, and product design
- be familiar with conscious and nonconscious decision-making processes from the cognitive psychology in particular focusing on attention, emotion, and memory
- reflect on the implication of the view of the brain research on marketing
- discuss optimal integration of neuroscience in market research related to pre-testing of prototypes and to the creative process
- discuss pros and cons of applied neuroscience on brand building related to different stages in a brand strategy
In general:
- select an appropriate case for applying theories and models from the course
- identify relevant theories and models (from neuroscience and marketing) to describe and solve the specific case
- structure and analyze data by using adapted theories and models
- draw conclusions from this analysis and discuss their implications for marketing/branding strategies
- to critically argue for the choices described in the exam paper
Course prerequisites
Students should have some background in one or more of the following: marketing, communication, advertising, consumer behaviour, and marketing research. The course overlaps with the BCM compulsory course Neuroscience of Branding and is therefore closed to BCM students
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 Oral group exam based on written group product
Number of people in the group 2-4
Size of written product Max. 20 pages
Definition of number of pages:
Groups of
2 students 10 pages max.
3 students 15 pages max
4 students 20 pages max

Note that the exam is a group exam. If you are not able to find a group yourself, you have to address the course coordinator who will place you in a group.

Students who wish to have an individual exam might be able to write a term paper in the course. Please see the cand.merc. rules for term papers for more information.
Assignment type Report
Written product to be submitted on specified date and time.
15 min. per student, including examiners' discussion of grade, and informing plus explaining the grade
Grading scale 7-step scale
Examiner(s) Internal examiner and second internal examiner
Exam period Winter
Make-up exam/re-exam
Same examination form as the ordinary exam
Re-take exam is to be based on the same report as the ordinary exam:

* if a student is absent from the oral exam due to documented illness but has handed in the written group product she/he does not have to submit a new product for the re-take.

* if a whole group fails the oral exam they must hand in a revised product for the re-take.

* if one student in the group fails the oral exam the course coordinator chooses whether the student will have the oral exam on the basis of the same product or if he/she has to hand in a revised product for the re- take.
Course content and structure

Contemporary approaches to studies of consumer’s approach to the marketing mix and to design issues will be seen in the light of recent advances brain science. Specifically nonconscious interpretations processes like emotion are in focus. Issues such as attention, emotional responses and behaviours, memory, preference formation and decision making are covered in depth.

The course provides an opportunity for students to deepen their understanding of how brand elements, design, advertising, store atmosphere are processed in the brain. Furthermore the course gives insights into the role of emotions in memory and consumer preferences, and ability to think these parameters into a branding strategy.

Teaching methods
The teaching method for the courses in the Minor is a blend of self-paced on-line learning and dialog-based lectures, discussions, and presentations in class. Common Neuroscientific theories and models relevant to all three courses within the Minor are given by asynchronous and synchronous on-line lectures, on-line discussions, quizzes and individual/group assignments. Specific topics for this course are given in lecture form. Chapters from textbook and articles will be assigned for reading and time in class will be devoted to discussions and questions regarding these readings.
Feedback during the teaching period
Feedback is given through one or more short assignments during the semester. On-line exercises will be part of home preparation and discussed in class. Office hours will be provided as an opportunity for group or individual feedback.
Student workload
Forberedelse 123 hours
Undervisning 33 hours
Eksamen 50 hours
Further Information

This course is part of the minor in Behavioral Neuroscience and Economy

Last updated on 03-03-2017