SDG240 The Neuroscience of Marketing

Contents and structure

This course provides a research-based and practice-oriented introduction to neuromarketing: how the brain, sensory system, and emotions influence attention, consumer experience, and decision-making. Students will conduct small-scale experiments (depending on feasibility in a lab or online) using measurement tools — e.g. webcam-based or screen-based eye-tracking, facial expression/emotion analysis, and implicit association tests. The course will also emphasize ethical aspects of neuromarketing.

Learning Outcome

Knowledge

After completing the course, students will:

• have knowledge of neural, sensory, and emotional processes affecting perception, experience, and decision-making.
• understand strengths and limitations of neuromarketing methods compared to traditional approaches.
• are familiar with ethical and legal requirements related to collection and use of biometric data.

Skills

Students are able to:

• design and conduct a basic neuromarketing study including hypotheses, stimuli, measurements, and analysis.
• use some beginner tools for e.g. eye-tracking, facial/emotion analysis, and implicit tests (need to check feasibility), analyze the data, and visualize and interpret results.
• translate findings into actionable insights for brand management, advertising, packaging, and user experience design.

General Competence

Students:

• can assess ethical, legal, and data-quality implications when working with biometric or behavioral data
• can communicate insights to decision-makers

Entry requirements

None

Teaching methods

Lectures and workshops

Compulsory learning activities

2 mandatory coursework:

• Experimental exercise + reflection note (individual).
• Project pitch (group 3-4 students).

Assessment

Partial exam:

- Group project report (50%)

- Oral exam (presentation of the report) (50%). The group presentation is 20 minutes, followed by a 15-minute question session from the graders.

Groups (3-4 students) present the project report. All group members receive the same grade.

Examination support material

All aids are allowed for the project report. No aids are allowed for the oral exam, with the exception of Powerpoint or some other presentation software.

More about examination support material