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Business & Entrepreneurship

Neuroscience in Marketing – Consumer Insights Through Brain Science

When:

24 June - 11 July 2024

School:

CBS Summer University

Institution:

Copenhagen Business School

City:

Copenhagen

Country:

Denmark

Language:

English

Credits:

7.5 EC

Fee:

6000 DKK

Interested?

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

Course leader

Jesper Clement - Department of Marketing

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.

Course aim

• 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

Interested?

When:

24 June - 11 July 2024

School:

CBS Summer University

Institution:

Copenhagen Business School

Language:

English

Credits:

7.5 EC

Fee:

6000 DKK, Tuition fee for Open University students (EU/EEA/Swiss citizenship)

Fee:

15000 DKK, Tuition fee for non-European students.

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