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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 |
---|---|
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 |
Semester 2 (On Campus - Parkville)
Semester 1 (On Campus - Parkville)
Summer Term (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
Description | Timing | Percentage |
---|---|---|
Group poster preparation and 5 min presentation in groups of 3-4 (equivalent to 500 words per student)
| Week 6 | 15% |
10 minute group case study presentation in groups of 4 (equivalent to 250 words per student)
| Week 8 | 10% |
2500 word individual written assignment
| Week 11 | 25% |
Two hour end-of-semester exam
| During the examination period | 50% |
Last updated: 9 April 2024
Dates & times
- Semester 1
Principal coordinator Philip Harris Mode of delivery On Campus (Parkville) Contact hours One 3-hour seminar per week Total time commitment 170 hours Teaching period 4 March 2019 to 2 June 2019 Last self-enrol date 15 March 2019 Census date 31 March 2019 Last date to withdraw without fail 10 May 2019 Assessment period ends 28 June 2019 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) - 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: 9 April 2024