| MATHEMATICS (TURKISH, PHD) | |||||
| PhD | TR-NQF-HE: Level 8 | QF-EHEA: Third Cycle | EQF-LLL: Level 8 | ||
| Course Code | Course Name | Semester | Theoretical | Practical | Credit | ECTS |
| ADV4649 | Neuromarketing and Sensory Branding | Fall | 3 | 0 | 3 | 5 |
| The course opens with the approval of the Department at the beginning of each semester |
| Language of instruction: | En |
| Type of course: | Departmental Elective |
| Course Level: | |
| 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 |
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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 |
| 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. |
| 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 | ||
| Course Notes: | |
| 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" |
| Semester Requirements | Number of Activities | Level of Contribution |
| Attendance | % 0 | |
| Laboratory | % 0 | |
| Application | % 0 | |
| Field Work | % 0 | |
| Special Course Internship (Work Placement) | % 0 | |
| Quizzes | % 0 | |
| Homework Assignments | % 0 | |
| Presentation | % 0 | |
| Project | % 0 | |
| Seminar | % 0 | |
| Midterms | 1 | % 30 |
| Preliminary Jury | % 0 | |
| Final | 1 | % 70 |
| Paper Submission | % 0 | |
| Jury | % 0 | |
| Bütünleme | % 0 | |
| Total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 30 | |
| PERCENTAGE OF FINAL WORK | % 70 | |
| Total | % 100 | |
| Activities | Number of Activities | Duration (Hours) | Workload |
| Course Hours | 13 | 3 | 39 |
| Laboratory | 0 | 0 | 0 |
| Application | 0 | 0 | 0 |
| Special Course Internship (Work Placement) | 0 | 0 | 0 |
| Field Work | 0 | 0 | 0 |
| Study Hours Out of Class | 15 | 6 | 90 |
| Presentations / Seminar | 0 | 0 | 0 |
| Project | 0 | 0 | 0 |
| Homework Assignments | 0 | 0 | 0 |
| Quizzes | 0 | 0 | 0 |
| Preliminary Jury | 0 | 0 | 0 |
| Midterms | 1 | 4 | 4 |
| Paper Submission | 0 | 0 | 0 |
| Jury | 0 | 0 | 0 |
| Final | 1 | 4 | 4 |
| Total Workload | 137 | ||
| No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
| Program Outcomes | Level of Contribution |