Actualités et agenda
Nos formations
Établissement
Langue d'enseignement
English
Matières
MARKETING
Responsable(s)
N.HEUVINCK
Intervenant(s)
N.HEUVINCK
Présentation
Prérequis
This course requires students to understand the basics of marketing and consumer behavior which will be discussed throughout this course from a neuromarketing perspective.
Objectifs
This course enables students to understand the concept of neuromarketing and how it can help marketeers in understanding consumer behavior and making marketing decisions. Hence, students will acquire knowledge on how the brain of consumers responds to marketing actions, including attention, memory, emotions and decision-making among others.
*General objective:
5.B Construct expert knowledge from cutting-edge information
*General objective:
5.B Construct expert knowledge from cutting-edge information
Présentation
This course will be divided into 6 sessions in Lille (extensive format) and into 4 sessions in Paris (intensive format). The first session will provide a general introduction of the concept of neuromarketing (what is + why using neuromarketing compared to 'traditional' marketing), exploring the consumers' brain functions and the different brain research methods used in neuromarketing. The following five sessions will provide apllications of neuromarketing whereby different topics will be discussed such as emotions & feelings, segmentation and positioning, pricing, packaging, sensory perceptions, branding, gender differences, sexual cues, and advertising among others in the light of neuromarketing as a tool to understand consumer decision-making and/or guide marketing decisions.
Modalités
Organisation
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours interactif | 16,00 | This course will be taught in an extensive format (6 sessions of 2h40min) in Lille in S1 & S2 and in an intensive format in Paris in S2 | |
| Travail personnel | |||
| Charge de travail personnel indicative | 8,00 | ||
| Group Project | 24,00 | ||
| Autoformation | |||
| Lecture du manuel de référence | 2,00 | Students will be asked to read about the ethical aspect of executing Neuromarketing research by the use of the NMSBA code of Ethics | |
| Overall student workload | 50,00 | ||
Évaluation
Evaluation as follows:
- 50% Tests at the end of each session (short MCQ as well as open questions) + active participation in questionnaires before each IC. Feedback is given at the start of every next session.
- 50% Presentation - final student presentations of relevant applications of neuromarketing. Feedback moment is offered after the class finished.
- 50% Tests at the end of each session (short MCQ as well as open questions) + active participation in questionnaires before each IC. Feedback is given at the start of every next session.
- 50% Presentation - final student presentations of relevant applications of neuromarketing. Feedback moment is offered after the class finished.
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Contrôle continu | |||
| Contrôle continu | 0,00 | 4 | 50,00 |
| Autres | |||
| Projet Collectif | 0,00 | 1 | 50,00 |
| TOTAL | 100,00 | ||
Ressources
Bibliographie
Baars, B.J. & Gage, N.M. (2010). Cognition, brain, and consciousness - Introduction to cognitive neuroscience. Academic Press: Oxford. -
Dooley, R. (2012). Brainfluence - 100 ways to persuade and convince consumers with neuromarketing. Wiley: New Jersey. -
Du Plessis, E. (2011). The branded mind - What neuroscience really tells us about the puzzle of the brain and the brand. Koganpage: London. -
Glimcher, P.W., Camerer, C.F., Fehr, E. & Poldrack, A.R. (2009). Neuroeconomics - Decision making and the brain. Academic Press: San Diego. -
Lindstrom, M. (2010). Buyology - Truth and lies about why we buy. Crownbusiness: New York. -
Pradeep, A.K. (2010). The buying brain - Secrets for selling to the subconscious mind. Wiley: New Jersey. -
Zurawicki, L. (2010). Neuromarketing - Exploring the brain of the consumer. Springer: New York. -
Dooley, R. (2012). Brainfluence - 100 ways to persuade and convince consumers with neuromarketing. Wiley: New Jersey. -
Du Plessis, E. (2011). The branded mind - What neuroscience really tells us about the puzzle of the brain and the brand. Koganpage: London. -
Glimcher, P.W., Camerer, C.F., Fehr, E. & Poldrack, A.R. (2009). Neuroeconomics - Decision making and the brain. Academic Press: San Diego. -
Lindstrom, M. (2010). Buyology - Truth and lies about why we buy. Crownbusiness: New York. -
Pradeep, A.K. (2010). The buying brain - Secrets for selling to the subconscious mind. Wiley: New Jersey. -
Zurawicki, L. (2010). Neuromarketing - Exploring the brain of the consumer. Springer: New York. -