Autumn 2014 – Neuromarketing
BCs Elective - Course Outline
Lecturers:
Imane Bouzidi (IB)
Course Coordinator
Consumer Behaviour & Neuromarketing Consultant
Dept. of Marketing
Mail: ib.marktg@cbs.dk
Louise Koch (LK)
PhD Fellow in Consumer Neuroscience
Dept. of Marketing
Expected literature:
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The main book will be: Neuromarketing for Dummies,2013 by Stephen J. Genco, Andrew P.
Pohlmann & Peter Steidl. (ND)
Secondary &/or additional literature will be provided before class.
Acronyms:
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Neuromarketing (NM)
Chapter (Cp.) Pay special attention to (SA)
Article (At.)
Attention! Minor changes may appear in the course outline doing the semester.
Therefore, pay attention to the latest uploaded version. Information will be given in
class.
= Class has been moved from Mondays to Tuesdays
Week
36
Date/Place/time
02-09-2014
DSØ052
11.40-14.15
Theme
What is NM?
Content
 Course structure
 How & why use NM?
 Understanding the
theory of behavioral
economy
Syllabus
ND: Cp. 1, 2, 3, 4
& 23. (SA cp. 2)
Teacher/s
IB (+LC)
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37
08-09-2014
DSØ052
11.40-14.15
Consumer
information
processing
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38
15-09-2014
DSØ052
11.40-14.15
39
22-09-2014
DSØ052
11.40-14.15
Non-conscious
emotion vs.
conscious
feelings
Consumer
decisionmaking
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40
29-09-2014
DSØ052
11.40-14.15
The art of
persuasion
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41
06-10-2014
DSØ052
11.40-14.15
Brands,
effecting mind
& choice
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But what about the
brain?
NM, bachelor level
vs. master level
Traditional market
research vs. NM
market research
The basics of intuitive
consumer decisionmaking.
Non-consciousness
Sub- consciousness
Consciousness
Attention and
perception
Ads effect´s on the
consumer
ND: Cp. 5 & 11
IB
Emotions
Feelings
Attention
Memory
Decision-making
Thinking fast & slow:
System 1 & System 2
Framing
Priming
Nudging
Anchoring
ND: Cp. 6, 7 & 8
IB
ND: Cp. 8 & 14
At: Revealed later
IB
People effecting
thoughts & behavior
Products/& brands
effecting nonconscious goals
Personal branding,
the new force in
business
Digital persuasion
In-store persuasion
Branding
Decision-making
Memory
ND: Cp. 8, 11, 12,
13, 14, & p. 181183
IB
ND: Cp. 9 & 10
IB
42
13-10-2014
DSØ052
11.40-14.15
Market
research,
exploring the
consumers
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43
21-10-2014
PH407
11.40-14.15
How to use
NM?
44
27-10-2014
DSØ052
11.40-14.15
03-11-2014
DSØ052
11.40-14.15
Group
presentations
45
Visual attention
& perception
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47
10-11-2014
DSØ052
11.40-14.15
18-11-2014
DSØ046
11.40-14.15
ND: cp. 15, 16 &
17
IB
IB
IB
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46
Why not just ask the
customers what they
want?
How retailer &
marketers use NM
Theoretical NM
market research
Case study
Defining Groups
Question & answers
Visual attention &
user centered design
Edutainment &
learning technology
In-store navigation
Subliminal images
ND: Cp.10, 11,
12, 14
At.: - Revealed
laterAdditional fun:
www.experiaments
Cognitivefun.net
ND: cp. 18, 19, 20
Neuro-tools
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Neuro - tools and
their application
Now what..?
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ND: Cp. 22 & Cp.
Take away from the
24
course
Neuro-ethical
perspective
Guideline to paper
assignment
Recommendations for
examen
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LC
LC
IB + LC