Neuroscience in Marketing - consumer insights through brain science

About the course

Subjects

Marketing Communication

Course content

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.

See course description in course catalogue

What you will learn

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.

Facts

Level

Master

Type

Elective

ECTS

7.5

Code

CCMVI2134U

Teaching periods

Summer

Academic year

2024/2025

Status

Available places

Teaching language

English

Teaching Format

On campus

Exams

Written assignment
Individual exam, summer

Assessment type

7 point grading scale