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Neuromarketing (MKTG30008)

Undergraduate level 3Points: 12.5On Campus (Parkville)

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Overview

Year of offer2019
Subject levelUndergraduate Level 3
Subject codeMKTG30008
Campus
Parkville
Availability
Semester 2
FeesSubject EFTSL, Level, Discipline & Census Date

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.

Generic skills

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

Eligibility and requirements

Prerequisites

Code Name Teaching period Credit Points
MKTG10001 Principles of Marketing
Semester 1
Semester 2
12.5

Corequisites

None

Non-allowed subjects

None

Recommended background knowledge

Please refer to Prerequisites and Corequisites.

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

Assessment

Description

  • A 2-hour end-of-semester examination (60%)
  • A group assignment (normally in pairs), 2000 words due in Week 7 (10%)
  • A group written assignment (comprised of 3 students) 3,000 words due in Week 11 (30%)
  • To pass this subject students must pass the end of semester examination.

Dates & times

  • Semester 2
    Principal coordinatorPhil Harris
    Mode of deliveryOn Campus — Parkville
    Contact hoursOne 2-hour lecture and one 1-hour tutorial weekly
    Total time commitment170 hours
    Teaching period29 July 2019 to 27 October 2019
    Last self-enrol date 9 August 2019
    Census date31 August 2019
    Last date to withdraw without fail27 September 2019
    Assessment period ends22 November 2019

    Semester 2 contact information

Time commitment details

170 Hours

Further information

  • Texts

    Prescribed texts

    You will be advised of prescribed texts by your lecturer.

  • Breadth options
  • 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.

  • Available to Study Abroad and/or Study Exchange Students

    This subject is available to students studying at the University from eligible overseas institutions on exchange and study abroad. Students are required to satisfy any listed requirements, such as pre- and co-requisites, for enrolment in the subject.

Last updated: 21 March 2019