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 is
expected to be able to:
- Provide fundamental insights into the basic neuro-cognitive
mechanics of branding, and the theories underlying the
neuroscientific bases of branding
- Demonstrate a solid knowledge about fundamental components of
brand effects, including attention, emotion, motivation, memory,
social behaviour and choice
- Understand the strength and weaknesses of different
methodologies that are used to study the unconscious bases of
consumer psychology and behaviour
- Analyse neuromarketing based studies of consumer behaviour and
branding communication
- Determine and analyse the unconscious, non-verbal components of
brand perception, and how this is distinguished from overt, verbal
accounts of brand effects
- Translate findings from neuromarketing studies into strategic
recommendations for brand managers and marketers to improve
communication and increase brand equity
- Demonstrate an ability to set up a neuromarketing study to
address a specific client-oriented problem
area.
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Course Content
Contemporary approaches to the study of branding and consumer
responses to branding will be presented and discussed in light of
recent advances in brain science. The combination of psychology and
modern neuroscience – known as neuromarketing and consumer
neuroscience – will be used comprehensively throughout the course.
Specifically, the role of cognition and emotions in consumer choice
is in focus, as well as the basic mental/neural mechanisms
underlying motivation. The course provides an opportunity for
students to (a) deepen their understanding of how brands work at
the basic psychological and neuronal levels, (b) learn about the
effects of brands on perceptual, cognitive, affective and
behavioural levels, and (c) learn to think biological perspectives
into advertising and marketing strategies.
A large portion of the course will cover insights into and methods
from cognitive neuroscience that are important for understanding
brands and their effects of consumer psychology and behaviour.
Topics such as attention, memory, arousal, emotions, preference
formation and decision making are covered in depth. In particular,
the course will focus on exploring and expanding the knowledge
about the brain mechanisms for how brands affect preference,
cognition and action. In the class, focus will also be on
international and cross cultural advertising.
Course progression
The BMC course will start with a presentation of basic cognitive
neuroscience of attention, emotion, memory and decision-making.
From this foundation, students will reflect on the impacts of this
knowledge on the knowledge about branding, and on traditional
models of branding. Finally, students will be presented with the
most recent experimental studies from consumer and marketing
science, and the neuroscience of branding, and will be challenged
to provide a comprehensive model of branding that incorporates
traditional and novel neuroscience.
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