Neuromarketing

2022/2023

Academic Year

RUS

Instruction in Russian

4

ECTS credits

Delivered at:

Department of Marketing

Course type:

Elective course

When:

2 year, 1, 2 module

Программа дисциплины

Аннотация

The course aims to introduce students to consumer neuroscience and neuromarketing methods. How do humans make decisions as consumers? How do their senses and initial responses affect their behavior? To what extent are these processes unconscious and cannot be reflected in overt reports? This course provides students with an introduction to some of the most basic methods in the emerging fields of consumer neuroscience and neuromarketing. Students learn about the basic brain mechanisms in consumer choice, the neuromarketing methods ranging from behavioral tests to eye-tracking, and to brain scanners. The course guides students through a contemporary literature review, giving insights into the last decades of development within this field of research.