| 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 |
| Examination |
|
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 |
| Duration |
Written product to be submitted on specified date and
time.
10 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 |
126 hours |
| Teaching |
30 hours |
| Exam |
50 hours |
|
| Further Information |
|
This course is part of the minor in Behavioral Neuroscience and
Economy
|
| Expected literature |
|
TBA
|
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