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2012/2013  KAN-CM_A140  Neuromarketing

English Title

Course information

Language English
Exam ECTS 7.5 ECTS
Type Elective
Level Full Degree Master
Duration One Semester
Course period Autumn, Spring
Changes in course schedule may occur
Friday 11.40-14.25, week 36-41, 43-47
Time Table Please see course schedule at e-Campus
Max. participants 60
Study board
Study Board for MSc in Economics and Business Administration
Course coordinator
  • Thomas Ramsøy - Department of Marketing
Administrator: Helle Bunde hbu.marktg@cbs.dk

This course is part of a minor in Consumer Behaviour and Neuroscience
Main Category of the Course
  • Marketing
Last updated on 19-03-2013
Learning objectives
The learning objectives of this course are that students can:

- to acquire knowledge about how the brain responds to advertising, including attention, emotions, memory and decision making
- to reflect on the implication of the modern view of the brain on marketing/advertising
- to discuss how optimal integration of advertising pre-testing in and agency-client relationship and in the creative process
- to reflect on the utility of brand tracking research, brand building research, and the research process applicable at different stages in the brand strategy formulation and execution.

In general:
- select an appropriate case for applying theories and models from the course
- identify relevant theories and models (from brain science and/or marketing) to describe and solve a specific case
- structure and analyse data by using adapted theories and models
- draw conclusions from this analysis and discuss their implications for marketing/advertising strategies
Students should have some background in one or more of the following areas: marketing, communication, advertising, consumer behaviour, marketing research, or the like.
Individual Project, 15 pages
Individual Project, 15 pages:
Type of test Home Assignment
Marking scale 7-step scale
Second examiner No second examiner
Exam period Winter Term and Summer Term, See e-campus for details on the exam-date.
Aids Open Book, Written and Electronic Aid is permitted
Duration Please, see the detailed regulations below
Exam aids: All
Course content

In the class contemporary approaches to the study of consumer choice and marketing will be seen in the light of recent advances brain science. The combination of economics, marketing and modern brain science – also called neuroeconomics and neuromarketing – will be used comprehensively throughout the course. Specifically, the role of emotions in consumer choice is in focus. The course provides an opportunity for students to (a) deepen their understanding of how advertising is processed in the brain, (b) learn about the role of emotions in memory and consumer preferences, and (c) learn to think cognitive and emotional perspectives into advertising and marketing strategies.

Much of the course will be dedicated to the recent advances in brain science, and how this relates to our understanding of consumer behaviour and marketing processes. Issues such as attention, emotional responses and behaviours, memory, preference formation and decision making are covered in depth. Emphasis will also be on short, medium and long-term effects of advertising and the measurement of advertising effects. Emotional response tendencies for brand equity and factors influencing the intangible parts of brand equity are dealt with. In the class, focus will also be on international and cross cultural advertising.

Teaching methods
The course is given in lecture form with cases and classwork, by Dr. Thomas Z. Ramsøy.

Selected cases will be treated, in order to enable the student to relate the theoretical material to marketing and advertising relevant situations. Cases will be presented and discussed, and the success of case discussion depends on the active participation of each student and student group, both between instructor and students, but also between students.

Chapters and extra articles will be assigned for reading. Time will be devoted to class discussions and questions regarding these readings.
Expected literature
- A CBS compendium of articles on neuromarketing and related topics

- Baars, Bernard J., and Nicole M. Gage. 2007. Cognition, Brain, and Consciousness: Introduction to Cognitive Neuroscience. 1st ed. Academic Press.

Last updated on 19-03-2013