11 July 2024
Neuroscience in Marketing - Consumer Insights Through Brain Science
Contemporary approaches to neuromarketing studies within the scope of the marketing mix will be seen in relation to an added value to marketing research and practice. Specifically, the focus is on the nonconscious processes and emotional responses that are difficult to put words on. Topics such as attention, habits, behaviour, memory, preference formation and decision making are covered. The course provides an opportunity for students to deepen their understanding of how brand elements, design, advertising, store atmosphere are processed in the human brain and body. Furthermore, the course gives insights into the benefits of neuromartketing in short term planning and into long term marketing strategy.
Jesper Clement - Department of Marketing
This is a graduate level course. CBS Summer University courses at Copenhagen Business School is open to all and welcomes domestic and international students as well as professionals.
• Discuss processes such as attention, perception, emotion and memory and their relevance to marketing-related topics
• Discuss the interplay between conscious and non-conscious process and their downstream effects on consumer responses and behavior
• Reflect upon the implications of neuroscientific research on consumer research and brand
• Identify and discuss the constructs and mental processes that are relevant to a specific marketing case
• Discuss the limitations of different theoretical and methodological approaches in relation to neuromarketing
• Present the argumentation and reflections in a clear, cohesive and structured manner
DKK 6000: Tuition fee for Open University students (EU/EEA/Swiss citizenship)
DKK 15000: Tuition fee for non-European students.