2021/2022
KAN-CCMVV1417U Neuromarketing (Online course)
| English Title |
| Neuromarketing (Online
course) |
|
|
| 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 |
|
|
|
Last updated on
15-02-2021
|
| 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 |
Home assignment - written product |
| Individual or group exam |
Individual exam |
| Size of written product |
Max. 15 pages |
| Assignment type |
Case based assignment |
| Duration |
2 weeks to prepare |
| Grading scale |
7-point grading scale |
| Examiner(s) |
One internal examiner |
| Exam period |
Winter |
| Make-up exam/re-exam |
Same examination form as the ordinary exam
* if the student fails the ordinary
exam the course coordinator chooses whether the student will have
to hand in a revised product for the re- take or a new
project.
|
|
| 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, the focus is on
nonconscious processes and interpretations that are influenced by
emotions. Topics 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 integrate these insights into a
marketing strategy.
|
| Description of the teaching methods |
| The teaching method for this course is on-line
learning through videos and live on-line lectures with opportunity
for discussions, debate, and having 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 |
| Preperation |
76 hours |
| On-line activity |
80 hours |
| Exam |
50 hours |
|
| Further Information |
|
This course is part of the minor in Behavioral Neuroscience and
Economy
|
Last updated on
15-02-2021
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