English   Danish

2023/2024  KAN-CCMVI2134U  Neuroscience in Marketing - consumer insights through brain science

English Title
Neuroscience in Marketing - consumer insights through brain science

Course information
Language English
Course ECTS 7.5 ECTS
Type Elective
Level Full Degree Master
Duration Summer
Start time of the course Summer
Timetable Course schedule will be posted at calendar.cbs.dk
Min. participants 30
Max. participants 60
Study board
Study Board for cand.merc. and GMA (CM)
Course coordinator
  • Jesper Clement - Department of Marketing (Marketing)
Main academic disciplines
  • Communication
  • Marketing
Teaching methods
  • Face-to-face teaching
Last updated on 22-11-2023

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
Completed Bachelor degree or equivalent.
Students should have some background in one or more of the following: marketing, communication, advertising, consumer behaviour, and marketing research.
Examination
Neuroscience in Marketing - consumer insights through brain science:
Exam ECTS 7,5
Examination form Home assignment - written product
Individual or group exam Individual exam
Size of written product Max. 10 pages
Assignment type Report
Release of assignment Subject chosen by students themselves, see guidelines if any
Duration Written product to be submitted on specified date and time.
Grading scale 7-point grading scale
Examiner(s) Internal examiner and second internal examiner
Exam period Summer
Make-up exam/re-exam
Same examination form as the ordinary exam
Retake exam: 72-hour home project assignment, max. 10 pages, new exam question.
If the number of registered candidates for the make-up examination/re-take examination warrants that it may most appropriately be held as an oral examination, the programme office will inform the students that the make-up examination/re-take examination will be held as an oral examination instead.
Description of the exam procedure

Home assignment written in parallel with course.
Course content, structure and pedagogical approach

Contemporary approaches to neuromarketing studies within the scope of the marketing mix will be seen in relation to an added value to marketing research and practice. Specifically, the focus is on the nonconscious processes and emotional responses that are difficult to put words on. Topics such as attention, habits, behaviour, memory, preference formation and decision making are covered. The course provides an opportunity for students to deepen their understanding of how brand elements, design, advertising, store atmosphere are processed in the human brain and body. Furthermore, the course gives insights into the benefits of neuromartketing in short term planning and into long term marketing strategy.
Description of the teaching methods
The teaching method for this course is on-campus lectures with opportunity for discussions, debate, supplemented with various online materials.
Feedback during the teaching period
Feedback is given through one or more sessions based on comments, reflections or requests from the students.
Student workload
Teaching 30 hours
Preparation 126 hours
Exam 50 hours
Further Information

3-week course that cannot be combined with any other course.

 

Preliminary Assignment: The course coordinator uploads Preliminary Assignment on Canvas at the end of May. It is expected that students participate as it will be included in the final exam, but the assignment is without independent assessment and grading.
Last updated on 22-11-2023