| CODE | MRK4002 | ||||||
| TITLE | Neuromarketing Technology | ||||||
| UM LEVEL | 04 - Years 4, 5 in Modular UG or PG Cert Course | ||||||
| MQF LEVEL | Not Applicable | ||||||
| ECTS CREDITS | 4 | ||||||
| DEPARTMENT | Marketing | ||||||
| DESCRIPTION | This study-unit examines the brain systems, research tools and insights from brain sciences relevant to marketing theory and practice. Topics include neuroscience fundamentals; neuroscience technology used in marketing research; functional implications of key brain systems for marketing planning; applications of tools and insights from the cognitive neurosciences for advertising research and development and ethical considerations associated with use of brain imaging technology for marketing research. Learning Outcomes: 1. Knowledge & Understanding: By the end of the study-unit the student will be able to: - Describe neuroscience-based tools and techniques used in marketing research, - Identify and discuss the function of selected brain regions and systems in marketing neuroscience research, - Explain functional implications of selected perceptual, cognitive and emotional processes for marketing theory, 2. Skills: By the end of the study-unit the student will be able to critically evaluate and apply marketing neuroscience research insights in selected marketing practices. Main Text/s and any supplementary readings: - Lindström, Martin (2010). Buyology: Truth and Lies About Why We Buy. New York: Broadway Books - Renvoisé, Patrick; Morin, Christofe (2007). Neuromarketing: Understanding the "Buy Buttons" in Your Customer's Brain. Nashville: Thomas Nelson. ISBN 9780785226802. - Zaltman, Gerald (2003). How Customers Think: Essential Insights into the Mind of the Markets. Boston: Harvard Business School Press. ISBN 9781578518265. - Żurawicki, Leon (2010). Neuromarketing: Exploring the Brain of the Consumer. New York: Springer-Verlag. ISBN 9783540778288. |
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| STUDY-UNIT TYPE | Lecture, Seminar and Workshop | ||||||
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The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints. Units not attracting a sufficient number of registrations may be withdrawn without notice. It should be noted that all the information in the description above applies to study-units available during the academic year 2023/4. It may be subject to change in subsequent years. |
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