This 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 information processing, attention and perception, memory, emotions, and social cognition are covered in depth.
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 and behavioural levels, and (c) learn to think cognitive perspectives into advertising and marketing strategies.
 
Aim of the course
When developing a Brand it is crucial to understand how people process information on a cognitive and neural level.
A Brand product can be expressed through the use of many different design features  or conceptual models, and in this course we will examine and discuss how to interpret different design and brand solutions in everyday life from a cognitive and neurodesign perspective. The aim of the course is to give you a basic understanding of how to analyze existing brand products and as well design new brand products, which support the needs of different target groups.

Teaching methods

In this course, the teaching is organized as a combination of video lectures and physical lectures (in classroom). We will meet once a week for two hours and before each session you will be asked to see a video lecture. The aim of this blended learning format is, that you can watch online lectures in your own rhythm, and afterwards meet up in the class and discuss and use your newly acquired knowledge. As a student you will work on a concrete business case during the course.