| 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 students
can:
- - discuss processes such as attention, perception, emotion and
memory and their relevance to marketing-related topics
- - discuss the interplay between conscious and non-conscious
process and their downstream effects on consumer responses and
behavior
- - reflect upon the implications of neuroscientific research on
consumer research and brand
- - identify and discuss the constructs and mental processes that
are relevant to a specific marketing case
- - discuss the limitations of different theoretical and
methodological approaches in relation to neuromarketing
- - present the argumentation and reflections in a clear,
cohesive and structured manner
|
| Course prerequisites |
| Students should have some background in one or
more of the following: marketing, communication, advertising,
consumer behaviour, and marketing research. The course overlaps
with the BCM compulsory course Neuroscience of Branding and is
therefore closed to BCM students |
| 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 |
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 |
Winter |
| 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 |
|
Contemporary approaches to studies of consumer’s approach to the
marketing mix and to design issues will be seen in the light of
recent advances brain science. Specifically nonconscious
interpretations processes like emotion are in focus. Issues such as
attention, emotional responses and behaviours, memory, preference
formation and decision making are covered in depth.
The course provides an opportunity for students to deepen their
understanding of how brand elements, design, advertising, store
atmosphere are processed in the brain. Furthermore the course gives
insights into the role of emotions in memory and consumer
preferences, and ability to think these parameters into a branding
strategy.
|
| Description of the teaching methods |
| The teaching method for this course is a blend of
self-paced on-line learning and live on-line lectures with
opportunity for discussions, debate, and student
presentations. |
| Feedback during the teaching period |
| Feedback is given on-line through one or more
short assignments during the semester. On-line feedback can be
given through live on-line discussions and through peer reviews
supervised by the teacher. |
| Student workload |
| Forberedelse |
123 hours |
| On-line activity |
33 hours |
| Eksamen |
50 hours |
|
| Further Information |
|
This course is part of the minor in Behavioral Neuroscience and
Economy
|
Permalink