Neuroscience in Marketing – Consumer Insights through Brain Science

About

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 neuromarketing in short term planning and into long term marketing strategy.

Course leader

Jesper Clement

Target group

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.

Fee info