Neuromarketing (MKTG90033)
Graduate courseworkPoints: 12.5Online
Please refer to the return to campus page for more information on these delivery modes and students who can enrol in each mode based on their location.
Overview
| Availability | Semester 1 - Online |
|---|---|
| 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
Note: the following subject/s can also be taken concurrently (at the same time)
| Code | Name | Teaching period | Credit Points |
|---|---|---|---|
| MKTG90004 | Marketing Management |
Semester 2 (Dual-Delivery - Parkville)
Semester 1 (Dual-Delivery - Parkville)
Summer Term (Online)
|
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 |
|---|---|---|
5 minute group presentation plus written submission (usually in groups of 3-4) (equivalent to 400 words per student)
| Week 5 | 12.5% |
12 minute group presentation (usually in groups of 3-4) (equivalent to 600 words per student)
| Week 8 | 12.5% |
Group assignment (usually in groups of 3-4)
| Week 11 | 25% |
End of semester exam
| During the examination period | 50% |
Additional details
Important online examination information: This examination is the equivalent of a 2-hour assessment; however, students are provided with 3-hours to accommodate the time that will be required for typesetting of mathematical expressions and/or the uploading of documents.
Last updated: 9 April 2024
Dates & times
- Semester 1 - Online
Principal coordinator Philip Harris Mode of delivery Online Contact hours 36 hours (1.5hr lecture plus 1.5hr workshop each week) Total time commitment 170 hours Teaching period 1 March 2021 to 30 May 2021 Last self-enrol date 12 March 2021 Census date 31 March 2021 Last date to withdraw without fail 7 May 2021 Assessment period ends 25 June 2021 Semester 1 contact information
Dr Phil Harris hap@unimelb.edu.au
Time commitment details
Estimated total time commitment of 170 hours per semester
Last updated: 9 April 2024
Further information
- Texts
- Related Handbook entries
This subject contributes to the following:
Type Name Course Master of Management (Marketing) Course Master of Digital 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.
Please note Single Subject Studies via Community Access Program is not available to student visa holders or applicants
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
Last updated: 9 April 2024