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2015/2016  KAN-CCMVV1417U  Neuromarketing

English Title
Neuromarketing

Course information
Language English
Course ECTS 7.5 ECTS
Type Elective
Level Full Degree Master
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 MSc in Economics and Business Administration
Course coordinator
  • Thomas Ramsøy - Department of Marketing (Marketing)
Kontaktinformation: https:/​/​e-campus.dk/​studium/​kontakt eller Contact information: https:/​/​e-campus.dk/​studium/​kontakt
Main academic disciplines
  • Customer behaviour
  • Communication
  • Marketing
Last updated on 05-03-2015
Learning objectives
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:

Specifically:
- 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
Course prerequisites
Students should have some background in one or more of the following areas: marketing, communication, advertising, consumer behaviour, marketing research, or the like.
The course overlaps with the BCM compulsory course Neuroscience and us therefore closed to BCM students
Examination
Individual Project:
Exam ECTS 7,5
Examination form Home assignment - written product
Individual or group exam Individual
Size of written product Max. 15 pages
Assignment type Project
Duration Written product to be submitted on specified date and time.
Grading scale 7-step scale
Examiner(s) One internal examiner
Exam period Winter, See e-campus for details on the exam-date.
Make-up exam/re-exam
Same examination form as the ordinary exam
If the number of registered candidates for the make-up examination/re-take examination warrants that it may most appropriately be held as an oral examination, the programme office will inform the students that the make-up examination/re-take examination will be held as an oral examination instead.
Course content and structure

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.
Further Information

This course is part of Minor in Economics, Psychology and Neuroscience

 
Expected literature

Ramsøy, T.Z. (2014) Introduction to Consumer Neuroscience and Neuromarketing – ebook available through www.NeuronsInc.com
Last updated on 05-03-2015