ADV4649 Neuromarketing and Sensory BrandingBahçeşehir UniversityDegree Programs ADVERTISINGGeneral Information For StudentsDiploma SupplementErasmus Policy StatementNational QualificationsBologna Commission
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Bachelor TR-NQF-HE: Level 6 QF-EHEA: First Cycle EQF-LLL: Level 6

Course Introduction and Application Information

Course Code Course Name Semester Theoretical Practical Credit ECTS
ADV4649 Neuromarketing and Sensory Branding Fall
Spring
3 0 3 5
This catalog is for information purposes. Course status is determined by the relevant department at the beginning of semester.

Basic information

Language of instruction: English
Type of course: Departmental Elective
Course Level: Bachelor’s Degree (First Cycle)
Mode of Delivery: Face to face
Course Coordinator : Dr. Öğr. Üyesi HANDE BİLSEL
Course Objectives: The aim of the course is to describe Neuromarketing and related concepts that emerged with developing technology and measurement techniques. It is to deal with neuromarketing with the consumer mind and emotion. Another aim is to examine the effects of sensory branding on consumer decision making processes

Learning Outcomes

The students who have succeeded in this course;
The students who have succeeded in this course will be able,
1) to know key methods and reasons for employing neuroscience to study consumers and communication effects
2) to know key concepts in attention and consciousness
3) to understand how senses affect consumer
4) to understand what are emotions and feelings
5) to introduce multiple kinds of memory and how memory effects can be measured

Course Content

How do we make decisions as consumers? What do we pay attention to, and how do our initial responses predict our final choices? To what extent are these processes unconscious and cannot be reflected directly and overtly? This course will provide students with an introduction to some of the most basic methods in the emerging fields of consumer neuroscience and neuromarketing. Students will learn about the methods employed and what they mean in terms of marketing. You will learn about the basic brain mechanisms in consumer choice, and how to stay updated on these topics. The course will give an overview of the current and future uses of neuroscience in business and consumer analyses.

Weekly Detailed Course Contents

Week Subject Related Preparation
1) Neuromarketing Term
2) Attention and Consciousness
3) Sensory Neuromarketing
4) Emotions & Feelings, Wanting & Liking
5) Learning & Memory
6) Midterm
7) Neuroethics and Consumer Aberrations
8) Mirror Neurons and Social Behavior
9) Techniques for Evaluating Neuro-Marketing
10) Successes and Failures of Neuro-Marketing
11) The Consumers Brain
12) Presentations
13) Presentations
14) Presentations

Sources

Course Notes / Textbooks:
References: "M. Cerf, Consumer Neuroscience, MIT press, 2017
C. Morin, R. Penvoise, The Persuasion Code: How Neuromarketing Can Help You Persuade Anyone, Anywhere, Anytime, Wiley books, 2018
M. Lindstrom, Brand Sense, Free Press, 2010"

Evaluation System

Semester Requirements Number of Activities Level of Contribution
Midterms 1 % 30
Final 1 % 70
Total % 100
PERCENTAGE OF SEMESTER WORK % 30
PERCENTAGE OF FINAL WORK % 70
Total % 100

ECTS / Workload Table

Activities Number of Activities Duration (Hours) Workload
Course Hours 13 3 39
Study Hours Out of Class 15 6 90
Midterms 1 4 4
Final 1 4 4
Total Workload 137

Contribution of Learning Outcomes to Programme Outcomes

No Effect 1 Lowest 2 Low 3 Average 4 High 5 Highest
           
Program Outcomes Level of Contribution
1) To be able to apply theoretical concepts related to mass communication, consumer behavior, psychology, persuasion,sociology, marketing, and other related fields to understand how advertising and brand communication works in a free-market economy. 2
2) To be able to critically discuss and interpret theories, concepts, methods, tools and ideas in the field of advertising. 2
3) To be able to research, create, design, write, and present an advertising campaign and brand strategies of their own creation and compete for an account as they would at an advertising agency. 3
4) To be able to analyze primary and secondary research data for a variety of products and services. 4
5) To be able to develop an understanding of the history of advertising as it relates to the emergence of mass media outlets and the importance of advertising in the marketplace. 3
6) To be able to follow developments, techniques, methods, as well as research in advertising field; and to be able to communicate with international colleagues in a foreign language. (“European Language Portfolio Global Scale”, Level B1) 3
7) To be able to take responsibility in an individual capacity or as a team in generating solutions to unexpected problems that arise during implementation process in the Advertising field. 5
8) To be able to understand how advertising works in a global economy, taking into account cultural, societal, political, and economic differences that exist across countries and cultures. 4
9) To be able to approach the dynamics of the field with an integrated perspective, with creative and critical thinking, develop original and creative strategies. 4
10) To be able to to create strategic advertisements for print, broadcast, online and other media, as well as how to integrate a campaign idea across several media categories in a culturally diverse marketplace. 1
11) To be able to use computer software required by the discipline and to possess advanced-level computing and IT skills. (“European Computer Driving Licence”, Advanced Level) 1
12) To be able to identify and meet the demands of learning requirements. 4
13) To be able to develop an understanding and appreciation of the core ethical principles of the advertising profession. 4