(in Polish) Neuromarketing 500-KS2-2NEM
The course is assessed through an oral examination.
The scope of the examination covers the content discussed during classes as well as the topics provided to students prior to the examination date.
During the examination, the student is required to answer two topics related to the course content:
one topic from the area of neuromarketing methods and applications,
one topic from the remaining areas covered during the course.
The instructor may ask follow-up questions to clarify and verify the level of achievement of the intended learning outcomes.
The student's performance is assessed according to the following criteria:
accuracy and breadth of subject knowledge – 0–5 points,
ability to explain and apply the discussed concepts in practice – 0–3 points,
ability to critically analyse methodological and ethical limitations – 0–2 points.
The maximum number of points that can be obtained is 10.
Points are converted into final grades according to the following scale:
0.0–5.0 points – fail (2.0)
5.5–6.0 points – satisfactory (3.0)
6.5–7.0 points – satisfactory plus (3.5)
7.5–8.0 points – good (4.0)
8.5–9.0 points – good plus (4.5)
9.5–10.0 points – very good (5.0)
To pass the course, the student must obtain at least 5.5 points and demonstrate a basic understanding of the core topics covered by the course.
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
The course is assessed through an oral examination.
The scope of the examination covers the content discussed during classes as well as the topics provided to students prior to the examination date.
During the examination, the student is required to answer two topics. One topic is selected from Blocks IV–V (Neuromarketing and Neuromarketing Research Methods), and one topic is selected from Blocks I–III and VI–VII (Research Industry, Marketing Research Methods, Data Interpretation, and Ethical and Methodological Issues).
The instructor may ask follow-up questions to clarify and verify the level of achievement of the intended learning outcomes.
The student's performance is assessed according to the following criteria:
accuracy and breadth of subject knowledge – 0–5 points,
ability to explain and apply the discussed concepts in practice – 0–3 points,
ability to critically analyse methodological and ethical limitations – 0–2 points.
The maximum number of points that can be obtained is 10.
Points are converted into final grades according to the following scale:
0.0–5.0 points – fail (2.0)
5.5–6.0 points – satisfactory (3.0)
6.5–7.0 points – satisfactory plus (3.5)
7.5–8.0 points – good (4.0)
8.5–9.0 points – good plus (4.5)
9.5–10.0 points – very good (5.0)
To pass the course, the student must obtain at least 5.5 points and demonstrate a basic understanding of the core topics covered by the course.
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: