(in Polish) Neuromarketing 500-KS2-2NEM
Study profile: general academic
Mode: full-time / part-time
Course type: specialized / elective
Field: Social sciences
Discipline: Communication and media studies / Management
Level: BA or MA
Contact hours: lecture (15h), workshops/case studies (15h)
ECTS: 3
The course integrates cognitive psychology, neuroscience, and marketing research practice. The emphasis is placed on applied neuromarketing in research agencies rather than clinical neuroscience.
Topics include:
biological foundations of consumer decision-making,
emotions and attention in marketing communication,
research design in neuromarketing agencies,
combining neuro data with survey and qualitative data,
interpretation of findings in relation to ROI and brand strategy,
real market case studies,
ethical and methodological limitations.
Type of course
Course coordinators
Learning outcomes
KNOWLEDGE, the graduate:
knows and understands neurobiological theories explaining basic and advanced cognitive functions and the relationships between them, in particular the mechanisms of decision-making and motivational processes applied in neuromarketing – KA7_WG8
SKILLS, the graduate:
applies knowledge and relevant philosophical, psychological, and neurobiological theories in the design of products, websites, and applications, using findings from neuromarketing research – KA7_UW2
SOCIAL COMPETENCES, the graduate:
monitors and critically evaluates achievements in neuroscience and their practical applications, including in marketing – KA7_KK4
recognizes problems and dilemmas, particularly ethical ones, related to the application of cognitive science knowledge in professional practice, including neuromarketing – KA7_KR1
Assessment criteria
Workshop requirement: group research project.
Oral exam includes:
Discussion of a neuromarketing method.
Case study analysis.
Methodological limitations discussion.
Assessment criteria:
substantive accuracy – 40%
practical application – 30%
case study analysis – 20%
reasoning skills – 10%
Bibliography
Core reading:
Plassmann, H., Ramsøy, T., Milosavljevic, M. (2012). Branding the brain.
Ariely, D., Berns, G. (2010). Neuromarketing: The hope and hype.
Morin, C. (2011). Neuromarketing: The new science of consumer behavior.
Additional reading:
Kahneman, D. (2011). Thinking, Fast and Slow.
Industry reports (Kantar, Nielsen, Ipsos, etc.).
Research agency case materials (provided by instructor).
Additional information
Additional information (registration calendar, class conductors, localization and schedules of classes), might be available in the USOSweb system: