Neuromarketing

College: Graduate School of Social Sciences

This major focuses on the intersection of neuroscience and marketing, exploring how the brain influences consumer behavior and decision-making. Students develop practical skills in neuroscience research methods, data analysis, and marketing strategies. Graduates are prepared for roles in market research, advertising, consumer insights, and related fields.

Learning Objectives:

• Understand the fundamentals of neuroscience and its application to marketing.
• Develop skills in neuroscience research methods and data analysis.
• Learn techniques for measuring and interpreting consumer behavior and decision-making processes.
• Explore principles of consumer psychology, market research, and advertising strategies.
• Analyze challenges and opportunities in neuromarketing and consumer neuroscience.
• Develop critical thinking, problem-solving, and analytical skills for marketing research and strategy.

Main Outline:

1. Introduction to Neuromarketing
   • Overview of key concepts and industry trends in neuromarketing.
   • Fundamentals of neuroscience and its applications in marketing.
2. Consumer Neuroscience
   • Principles of consumer neuroscience and brain mechanisms influencing consumer behavior.
   • Techniques for studying and interpreting consumer neuroscience data.
3. Research Methods in Neuroscience
   • Basics of neuroscience research methods, including EEG, fMRI, and eye tracking.
   • Techniques for designing and conducting neuroscience research studies.
4. Consumer Behavior and Decision Making
   • Principles of consumer behavior and decision-making processes.
   • Techniques to analyze and influence consumer choices and preferences.
5. Market Research and Analysis
   • Fundamentals of market research and data analysis techniques.
   • Techniques for collecting, analyzing, and interpreting market research data.
6. Advertising and Communication Strategies
   • Principles of advertising and communication strategies in neuromarketing.
   • Techniques for developing and implementing effective advertising campaigns.
7. Ethical Considerations in Neuromarketing
   • Understand ethical guidelines and legal standards in neuromarketing research and practice.
   • Techniques for ensuring ethical conduct and consumer protection.
8. Practical Training in Neuromarketing
   • Real-world neuromarketing experiences, including observations, internships, and practical projects in market research or advertising settings.
   • Application of acquired skills in practical neuromarketing scenarios.
9. Capstone Project in Neuromarketing
   • A comprehensive project to apply skills in consumer neuroscience, market research, or advertising strategies.
   • Presentation of a polished research project or case study in neuromarketing.

Assessment Methods:

Research proposals, neuroscience data analyses, consumer behavior studies, market research reports, advertising strategy plans, ethical practice analyses, internship reports, capstone projects, group projects, and internship evaluations.

Recommended Textbooks:

• "Neuromarketing: Understanding the Buy Button in Your Customer's Brain" by Patrick Renvoisé and Christophe Morin.
• "Consumer Neuroscience" by Moran Cerf and Manuel Garcia-Garcia.
• "Research Methods in Neuroscience" by various authors.
• "Consumer Behavior: Buying, Having, and Being" by Michael R. Solomon.
• "Market Research" by Naresh K. Malhotra.
• "Advertising & Integrated Brand Promotion" by Thomas C. O'Guinn, Chris Allen, and Richard J. Semenik.
• "Ethical Issues in Neuromarketing" by various authors.

Prerequisites:

Basic knowledge of neuroscience, psychology, and marketing. Suitable for students interested in neuromarketing, consumer behavior, and market research.

Duration of Major:

Typically 4 years to earn a bachelor's degree, including coursework, projects, practical training, and internships.

Certification:

Graduates can earn a degree in neuromarketing and pursue professional certifications or further education in related fields, such as a master's degree in neuromarketing, consumer neuroscience, or market research.

Target Audience:

Aspiring market researchers, advertising professionals, consumer insights specialists, and individuals seeking careers in neuromarketing, consumer behavior analysis, and related fields. This major equips students with practical, theoretical, and analytical skills necessary to excel in neuromarketing and support careers in market research, advertising, consumer insights, and related fields.