Нейромаркетинг

2022/2023

Учебный год

RUS

Обучение ведется на русском языке

4

Кредиты

Кто читает:

Департамент маркетинга

Статус:

Курс по выбору

Когда читается:

2-й курс, 1, 2 модуль

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.