Faculty: Graduate School of Social Science 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 equipped 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. **Major Outline:** 1. **Introduction to Neuromarketing** - Overview of key concepts and industry trends in neuromarketing. - Fundamentals of neuroscience and its application to marketing. 2. **Consumer Neuroscience** - Principles of consumer neuroscience and brain mechanisms influencing consumer behavior. - Techniques for studying and interpreting consumer neuroscience data. 3. **Neuroscience Research Methods** - Fundamentals 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 for analyzing and influencing 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** - Understanding ethical guidelines and legal standards in neuromarketing research and practice. - Techniques for ensuring ethical conduct and consumer protection. 8. **Practicum in Neuromarketing** - Real-world neuromarketing experiences, including observations, internships, and hands-on projects in market research or advertising settings. - Application of learned skills in practical neuromarketing scenarios. 9. **Capstone Project in Neuromarketing** - Comprehensive project applying skills in consumer neuroscience, market research, or advertising strategies. - Delivery of a polished neuromarketing research project or case study. **Assessment Methods:** - Research proposals, neuroscience data analyses, consumer behavior studies, market research reports, advertising strategy plans, ethical practice analyses, practicum 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. - "Neuroscience Research Methods" by various authors. - "Consumer Behavior: Buying, Having, and Being" by Michael R. Solomon. - "Market Research" by Naresh K. Malhotra. - "Advertising and 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. **Major Duration:** Typically 4 years for a bachelor's degree, including coursework, projects, practicum, and internships. **Certification:** Graduates may receive 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 Marketing 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 the practical, theoretical, and analytical skills needed to excel in neuromarketing, supporting careers in market research, advertising, consumer insights, and related fields.