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2016/2017  BA-BHAAV6019U  Neuromarketing

English Title

Course information

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
  • Jesper Clement - Department of Marketing (Marketing)
Main academic disciplines
  • Communication
  • Marketing
Last updated on 22-02-2016
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 a research design based on neuromarketing principles.
  • Structure the knowledge, critisize and reflect the ideas upon the business cases in groups
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 Individual oral exam based on written group product
Number of people in the group max. 3
Size of written product Max. 10 pages
The student can choose to write the assignment alone and defend it alone.
Assignment type Project
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
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 consumer neuroscience and neuromarketing.
The covered themes will include explanation of following main concepts: emotions, reasoning, conscious and nonconscious 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 like 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.
Student workload
Class lectures 36 hours
Preparation of class presentations and readings 110 hours
Writing exam report and preparation for exam 60 hours
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 22-02-2016