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2023/2024  KAN-CCMVV5032U  Neuro Research Design

English Title
Neuro Research Design

Course information

Language English
Course ECTS 7.5 ECTS
Type Elective
Level Full Degree Master
Duration One Quarter
Start time of the course First Quarter
Timetable Course schedule will be posted at calendar.cbs.dk
Max. participants 80
Study board
Study Board for cand.merc. and GMA (CM)
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
  • Marketing
Teaching methods
  • Blended learning
Last updated on 15-02-2023

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 a student can:
  • reflect and explain overall objectives for different neuroscientific research designs
  • describe the optimal for data collection and analysis
  • select and apply a neuroscientific research design to a specific marketing project
  • make a plan for the essential parts of a neuroscientific research design such as hypotheses, planning, setup, procedure, test persons, ethics, analysis, …
  • outline a prototype of the research design and discuss implications
Course prerequisites
Students should have some background in one or more of the following areas: marketing, communication, advertising, consumer behaviour, marketing research, or the like
Neuro Research Design:
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, see also the rules about examination forms in the programme regulations.
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 write a term paper in the course. Please see the cand.merc. rules for term papers for more information.
Assignment type Report
Release of assignment An assigned subject is released in class
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 Autumn
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

Asking people is common in marketing research and it still has advantages. On the other hand, for getting insights into nonconscious, spontanious and impulsive decisions, new research tools need to be taken into consideration. Neuro research design refers to such a new marketing toolbox, which contains of both technical equipment and ways of planning experimental research. The goal for this course is to give an overview of this new toolbox and provide insights into opportunities and drawbacks in neuro research designs. The course makes use of literature review for knowing the trends over the last decades and real life cases to enhance student’s ability to plan, set up, and analyze data from neuromarketing studies. There will be group presentations in class followed be a discussion lead by opposing groups and feedback from the teacher.

Description of the teaching methods
The teaching method for the courses in the Minor is a blend of self-paced on-line learning and dialog-based lectures, discussions, and presentations in class. Common neuroscientific theories and models relevant to all three courses within the Minor are given by e.g. asynchronous and synchronous on-line lectures, on-line discussions, quizzes and individual/group assignments. Specific topics for this course are given in lecture form. Chapters from textbook and articles will be assigned for reading and time in class will be devoted to discussions and questions regarding these readings
Feedback during the teaching period
Feedback is given through one or more short student presentations. Short on-line exercises will be part of home work in order to facilitate a discussion in class.
Student workload
Preperation 123 hours
Teaching 33 hours
Exam 50 hours
Further Information

This course is part of the minor in Behavioral Neuroscience and Economy 

Expected literature


Last updated on 15-02-2023