| 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. |
| 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 |
| Release of assignment |
An assigned subject is released in
class |
| 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 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-line
learning through pre-recorded 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
sessions based on comments, reflections or requests from the
students. On-line feedback can be given as a live on-line
peer-to-peer discussion supervised by the teacher. |
| Student workload |
| Preperation |
76 hours |
| Online lectures |
30 hours |
| Online activities / pre-recorded videos |
50 hours |
| Exam |
50 hours |
|
| Further Information |
|
This course is part of the minor in Behavioral Neuroscience and
Economy
|
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