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2017/2018  KAN-CBCMO1020U  Neuroscience of Branding

English Title
Neuroscience of Branding

Course information
Language English
Course ECTS 7.5 ECTS
Type Mandatory
Level Full Degree Master
Duration One Quarter
Start time of the course Autumn
Timetable Course schedule will be posted at calendar.cbs.dk
Study board
Study Board for MSc in Economics and Business Administration
Course coordinator
  • Jesper Clement - Department of Marketing (Marketing)
Main academic disciplines
  • Communication
  • Marketing
Last updated on 02-06-2017

Relevant links
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:
  • has acquired knowledge about how the brain responds to basic marketing p’s like advertisements, pricing, store design, and product design
  • is familiar with conscious and non-conscious decisionmaking processes from the cognitive psychology in particular focusing on attention, emotion, and memory
  • is able to reflect on the implication of the view of the brain research on marketing
  • is able to discuss optimal integration of neuroscience in marketing research related to pretesting of prototypes and to the creative process
  • is able to discuss pros and cons of applied neuroscience on brand building related to different stages in a brand strategy
  • is able to select an appropriate case for applying theories and models from the course
  • is able to identify relevant theories and models (from neuroscience and marketing) to describe and solve the specific case
  • is able to structure and analyze data by using adapted theories and models
  • is able to draw conclusions from this analysis and discuss their implications for marketing/branding strategies
  • is able to to critically argue for the choices described in the exam paper
Examination
Neuroscience of Branding:
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 Oral group exam based on written group product
Number of people in the group 4-5
Size of written product Max. 15 pages
Assignment type Report
Duration
Written product to be submitted on specified date and time.
10 min. per student, including examiners' discussion of grade, and informing plus explaining the grade
Grading scale 7-step scale
Examiner(s) Internal examiner and second internal examiner
Exam period Autumn and Autumn
Make-up exam/re-exam
Same examination form as the ordinary exam
Course content and structure

This course will cover insights into and methods from cognitive neuroscience that are important for understanding brands and their effects on consumer behaviour. Topics such as information processing, attention and perception, memory, emotions, and social cognition are covered.
The course provides an opportunity for students to (a) deepen their understanding of how effects of brands work on conscieous and non-conscious levels, (b) learn about humans' perception, interpretation and response, and (c) learn to address these insights into marketing strategies.
 
Aim of the course
For planning and designing a brand it is crucial to understand how customers' perceive, understand and respond to the stilumus. There are many ways of designing a brand utilizing many different design features, and the course aims to highlight the diversity of the design process. This is done by examine, discuss, and relate different design/brand solutions from everyday life to the theoretical framework of the course.

 

Teaching methods

The teaching method for the course is a blend of selfpaced
online learning and dialogbased lectures, discussions, and presentations in class. Common Neuroscientific theories and methods relevant to the course are given by asynchronous and synchronous online lectures. This can be combined by online discussions, quizzes and individual/group assignments.

Specific topics are given in lecture form related to either chapters in textbooks or articles and will be assigned as readings for class discussions combined with questions.
Teaching methods
Lectures
Feedback during the teaching period
Feedback is given in relation to class presentations and discussions. It will be a combination of comments from teachers and opponent groups.
Student workload
Teaching 30 hours
Preparation 126 hours
Exam 50 hours
Expected literature

Academic articles
Last updated on 02-06-2017