ADVERTISING
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	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 :	Assoc. Prof. HANDE BİLSEL
Course Lecturer(s):	Assoc. Prof. 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;

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)	Learning & Memory
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 prepare students to become communication professionals by focusing on strategic thinking, professional writing, ethical practices, and the innovative use of both traditional and new media	3
2)	To be able to explain and define problems related to the relationship between facts and phenomena in areas such as Advertising, Persuasive Communication, and Brand Management	4
3)	To critically discuss and interpret theories, concepts, methods, tools, and ideas in the field of advertising	3
4)	To be able to follow and interpret innovations in the field of advertising	3
5)	To demonstrate a scientific perspective in line with the topics they are curious about in the field.	3
6)	To address and solve the needs and problems of the field through the developed scientific perspective	2
7)	To recognize and understand all the dynamics within the field of advertising	3
8)	To analyze and develop solutions to problems encountered in the practical field of advertising	2