Academic Catalog 2022–2023

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MKT329 Neuro Marketing

[3–0, 3 cr.]

Neuro Marketing is an emerging interdisciplinary field that studies how consumers’ brains respond to marketing, brands, products, and shopping. Recent discoveries in brain science have been applied by neuro marketers to help marketers and market researchers seek answers to the most fundamental question: Why do consumers buy? From a holistic view, and through implicit knowledge about the intuitive consumer, we can profoundly understand who we are as human beings. Thus this course is about understanding and predicting consumer behavior with respect to market by using methodologies of Neuroscience. It will explore how neuroscience is altering marketing as we know it, showing how lessons from neuroscience are causing marketers to rethink traditional marketing practices, and how Neuro Marketing may help organizations succeed.

Prerequisite: MKT201 Introduction to Marketing