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This subject examines the brain systems, research tools and insights from the brain and psychological sciences relevant to marketing theory and practice. Topics include neuroscience fundamentals; neuroscience technology used in marketing research; functional implications of key brain systems for marketing planning; applications of neuroscientific and psychological tools and insights for marketing 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 and understand the benefits/limitations of tools and techniques used in neuromarketing research,
- Identify and discuss the function of selected brain regions and systems in marketing neuroscience research,
- Explain functional implications of selected perceptual, cognitive and emotional processes for marketing theory,
- Critically evaluate and apply neuromarketing research insights in selected marketing practices.
High level of development: oral communication; written communication; team work; application of theory to practice; interpretation and analysis; receptiveness to alternative ideas. Moderate level of development: collaborative learning; critical thinking. Some level of development: problem solving; synthesis of data and other information; evaluation of data and other information; accessing data and other information from a range of sources
Last updated: 20 February 2024