Neuromarketing

The course provides an introduction to some of the most basic methods in the emerging fields of consumer neuroscience and neuromarketing. It examines the research tools and insights from the neurosciences relevant to marketing theory and practice and provides insights into the unconscious interpretations of the consumer’s decision. Along with a theoretical overview of the last decades of development within this field of research, the course is also practically oriented and students will test some of the methods themselves.

Course objectives

After completing this course, students should be able to adopt a strategic approach to the marketing of tourism destinations by

• Upon successful completion of this course, students will be able to:
• Apply the acquired knowledge theoretically in the field of consumer behaviour and practically in basic neuromarketing research projects.
• Demonstrate the benefits of neuroscientific methods in the field of consumer behaviour and marketing.
• Illustrate the essence of neuromarketing and the potentials/pitfalls of its tools
• Prepare a simple research project in the field of neuromarketing

Course topics

• Introduction to Consumer Neuroscience and Neuromarketing
• Attention and Consciousness in Marketing and Consumer Behaviour
• Emotions, feelings, wanting and liking in Marketing and Consumer Behaviour
• Ethical Implications of Neuromarketing – Neuroethics
• State of the Art – Studies and Methods
• Introduction to Eyetracking
• Screen-based Eyetracking
• Tobii Glasses

Evaluation