Neuromarketing

Module title:

Neuromarketing

Module overview:

The goals of the Neuromarketing course are to enable students to acquire knowledge about:
basic principles and theories of neuromarketing, in order to understand the points of contact between marketing and neuroscience and its application in understanding consumer behaviour,
neuroscientific methods used to study consumer preferences, decision-making and reactions to marketing stimuli,
the application of neuromarketing in the development of more efficient marketing strategies, products and advertising,
how neuromarketing can improve traditional marketing practices.
Neuromarketing course is focused on connecting theoretical knowledge from neuroscience and their practical application in marketing practice, enabling students to develop the competencies necessary for innovative and ethical application of neuromarketing in business. Through lectures, case studies, and hands-on exercises, students will explore how neuroscientific techniques can be used to better understand and predict consumer behaviour, and how this information can improve marketing strategies and campaigns. The aim of this course is to train students for the critical analysis and application of neuromarketing in various sectors of the industry, as well as the promotion of ethical standards in the application of neuromarketing.
Students will learn about:
development and fundamental theories that connect neuroscience and marketing, and how these theories are applied to understand consumer behaviour
neuroscientific methods in marketing and technologies used to measure consumer reactions to marketing stimuli
analysis of consumer behaviour through a neuroscientific perspective,
application of neuromarketing in branding and advertising strategies,
ethical issues and implications in neuromarketing,
design and implementation of neuromarketing research and interpretation of research results,
skills necessary for the application of neuromarketing

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