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2022/2023  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 11-02-2022

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.
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 Written product to be submitted on specified date and time.
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 11-02-2022