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Neuromarketing (MKTG90033)
Graduate courseworkPoints: 12.5On Campus (Parkville)
About this subject
- Overview
- Eligibility and requirements
- Assessment
- Dates and times
- Further information
- Timetable(opens in new window)
Contact information
Semester 1
Dr. Phil Harris
Overview
Availability | Semester 1 |
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Fees | Look up fees |
Research techniques and insights from the cognitive neurosciences are increasingly used in marketing research and practice. This subject examines the research tools and insights from the neurosciences relevant to marketing theory and practice. Topics include functional implications of key brain systems for consumer judgements and decision-making; examination of neuroscientific and psychological techniques used in marketing research; applications of tools and insights from cognitive, emotional and social neurosciences for strategic marketing planning, product development, packaging and advertising research, and ethical considerations associated with use of brain imaging technology for marketing research.
Intended learning outcomes
On successful completion of this subject students should be able to:
- Describe neuroscience-based tools and techniques used in marketing research;
- Identify and discuss the function of key brain systems in consumer behaviour;
- Explain functional implications of selected perceptual, cognitive, and emotional processes for consumer behaviour and marketing planning; and
- Critically evaluate and apply marketing neuroscience research insights in selected marketing practices.
Generic skills
On successful completion of this subject, students should have improved the following generic skills:
- Ability to integrate concepts and theories across disciplines;
- Problem solving and critical thinking, developed through in-class discussion and assignment work;
- Ability to critically evaluate and apply research insights to practice;
- Oral communication skills developed via in-class interaction and presentations;
- Written communication skills developed through assignment work;
- Ability to work in a team through group assignments.
Last updated: 9 April 2024
Eligibility and requirements
Prerequisites
(Can be taken concurrently)
Code | Name | Teaching period | Credit Points |
---|---|---|---|
MKTG90004 | Marketing Management |
Summer Term (On Campus - Parkville)
Semester 2 (On Campus - Parkville)
Semester 1 (On Campus - Parkville)
|
12.5 |
Corequisites
None
Non-allowed subjects
None
Inherent requirements (core participation requirements)
The University of Melbourne is committed to providing students with reasonable adjustments to assessment and participation under the Disability Standards for Education (2005), and the Assessment and Results Policy (MPF1326). Students are expected to meet the core participation requirements for their course. These can be viewed under Entry and Participation Requirements for the course outlines in the Handbook.
Further details on how to seek academic adjustments can be found on the Student Equity and Disability Support website: http://services.unimelb.edu.au/student-equity/home
Last updated: 9 April 2024
Assessment
Additional details
- Two hour end-of-semester exam, held during exam period (50%)
- Group poster preparation and 5 min presentation in groups of 3-4 (equivalent to 500 words per student), due Week 6 (15%)
- 10 minute group case study presentation in groups of 4 (equivalent to 250 words per student), due Week 8 (10%)
- 2500 word individual written assignment, due Week 11 (25%)
Last updated: 9 April 2024
Dates & times
- Semester 1
Principal coordinator Philip Harris Mode of delivery On Campus (Parkville) Contact hours 36 hours taught over six days Total time commitment 170 hours Teaching period 27 February 2017 to 28 May 2017 Last self-enrol date 10 March 2017 Census date 31 March 2017 Last date to withdraw without fail 5 May 2017 Assessment period ends 23 June 2017 Semester 1 contact information
Dr. Phil Harris
Time commitment details
Estimated total time commitment of 170 hours per semester
Last updated: 9 April 2024
Further information
- Texts
Prescribed texts
There are no specifically prescribed or recommended texts for this subject.
- Related Handbook entries
This subject contributes to the following:
Type Name Course Master of Management (Marketing) Informal specialisation 150 Point Master of Management (Marketing) - Available through the Community Access Program
About the Community Access Program (CAP)
This subject is available through the Community Access Program (also called Single Subject Studies) which allows you to enrol in single subjects offered by the University of Melbourne, without the commitment required to complete a whole degree.
Entry requirements including prerequisites may apply. Please refer to the CAP applications page for further information.
Last updated: 9 April 2024