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2020/2021  KAN-CCMVV1417U  Neuromarketing (Online course)

English Title
Neuromarketing (Online course)

Course information

Language English
Course ECTS 7.5 ECTS
Type Elective
Level Full Degree Master
Duration One Quarter
Start time of the course Second Quarter
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)
This course is part of the minor in Behavioral Neuroscience and Economy
Main academic disciplines
  • Customer behaviour
  • Communication
  • Marketing
Teaching methods
  • Online teaching
Last updated on 28-05-2020

Relevant links

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
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
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

Last updated on 28-05-2020