2019/2020
KAN-CBCMO1020U Neuroscience of Branding
| English Title |
| Neuroscience of
Branding |
|
|
| 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 |
|
|
| Teaching
methods |
|
|
|
Last updated on
20-06-2019
|
| Learning objectives |
- has acquired knowledge about how the brain responds to basic
marketing and branding theories
- is familiar with conscious and non-conscious processes in
relation attention, interpretation, and memory
- is able to reflect critically on the brain research and its
value for 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 formulate a research question related to the chosen
case, and argue for an appropriate research design
- is able to identify variables for testing hypotheses related to
the chosen case
- is able to discuss practical and theoretical implications from
the described research design
|
| 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 |
|
The exam can be completed individually if a
student wishes to do this then they must write a 10 page
project. |
| 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-point grading 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, structure and pedagogical
approach |
|
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.
|
|
| Description of the teaching methods |
| The teaching method for the course is a blend of
self-paced on-line learning and dialog-based lectures, discussions,
and presentations in class. Common Neuroscientific theories and
models are given by asynchronous and synchronous on-line lectures.
Specific topics for this course are given in lecture form. Articles
will be assigned for reading and time in class will be devoted to
discussions and questions regarding these readings |
| 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 |
20 hours |
| Preparation/on-line |
136 hours |
| Exam |
50 hours |
|
| Expected literature |
|
Academic articles
|
Last updated on
20-06-2019
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