2017/2018
BA-BHAAV6019U Neuromarketing
| English Title |
| Neuromarketing |
|
|
| 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 |
|
|
|
Last updated on
21-02-2017
|
| 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
|
| Examination |
|
Neuromarketing:
|
| 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 |
2-3 |
| Size of written product |
Max. 10 pages |
|
The student can choose to write the assignment
alone and defend it alone. |
| Assignment type |
Project |
| Duration |
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 |
| 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. |
| Feedback during the teaching period |
| Feedback is given through one or more short
assignments during the semester. Office hours will be provided as
an opportunity for group or individual feedback. |
| 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
21-02-2017
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