| Learning objectives |
To achieve the grade 12, students should meet the
following learning objectives with no or only minor mistakes or
errors: The learning objectives of this course are that a student
can:
- - describe and discuss structure and content of a
neuroscientific research design aimed to provide insights into
nonconscious interpretations and decisions
- - reflect and explain overall objectives for different
neuroscientific research designs
- - describe the optimal for data collection and analysis
- - be able to select and apply a neuroscientific research design
to a specific marketing project.
- - make a plan for the essential parts of a neuroscientific
research design (hypotheses, planning, setup, procedure, test
persons, ethics, analysis …)
- - make a prototype of the research design and discuss
implications
|
| Course prerequisites |
| Students should have some background in one or
more of the following areas: marketing, communication, advertising,
consumer behaviour, marketing research, or the like |
| Examination |
|
Neuro Research
Design:
|
| 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 |
2-4 |
| Size of written product |
Max. 20 pages |
|
Definition of number of pages:
Groups of
2 students 10 pages max.
3 students 15 pages max
4 students 20 pages max
If you are not able to find a group yourself, you have to address
the course coordinator who will place you in a group.
Note that the oral part of the exam is a group exam.
Students who wish to have an individual exam might be able to write
a term paper in the course. Please see the cand.merc. rules for
term papers for more information. |
| Assignment type |
Report |
| Duration |
Written product to be submitted on specified date and
time.
15 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 |
| Make-up exam/re-exam |
Same examination form as the ordinary exam
Re-take exam is to be based on the
same report as the ordinary exam:
* if a student is absent from the oral exam due to documented
illness but has handed in the written group product she/he does not
have to submit a new product for the re-take.
* if a whole group fails the oral exam they must hand in a revised
product for the re-take.
* if one student in the group fails the oral exam the course
coordinator chooses whether the student will have the oral exam on
the basis of the same product or if he/she has to hand in a revised
product for the re- take.
|
|
| Course content, structure and pedagogical
approach |
|
Asking people have been common in marketing research and do
still have advantages. On the other hand, getting insights into
nonconscious interpretations and decisions other research tools
have to be taken into consideration. Neuroscientific research
design refers to such a toolbox, which contains both technical
equipment and ways of doing experimental research. The goal for
this course is to give an overview of this fast developing toolbox
and deeper insights with specific neuroscientific research designs.
The course makes use of literature review for knowing the trends
over the last decades and cases to enhance student’s ability to
plan, setup, and analyze data from neuroscientific studies.
There will be group presentations in class followed be a
discussion lead by opposing groups and feedback from the
teacher.
|
| Description of the teaching methods |
| The teaching method for the courses in the Minor
is a blend of self-paced on-line learning and dialog-based
lectures, discussions, and presentations in class. Common
Neuroscientific theories and models relevant to all three courses
within the Minor are given by asynchronous and synchronous on-line
lectures, on-line discussions, quizzes and individual/group
assignments. Specific topics for this course are given in lecture
form. Chapters from textbook and 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 through one or more short
assignments during the semester. On-line exercises will be part of
home preparation and discussed in class. Office hours will be
provided as an opportunity for group or individual
feedback. |
| Student workload |
| Preperation |
123 hours |
| Teaching |
33 hours |
| Exam |
50 hours |
|
| Further Information |
|
This course is part of the minor in Behavioral Neuroscience and
Economy
|
| Expected literature |
|
TBA
|
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