Academic Catalog 2023–2024

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MKT329 Neuro Marketing

[3–0, 3 cr.]

This course exposes students to the emerging interdisciplinary field of neuromarketing that studies how consumers’ brains respond to marketing, brands, products, and shopping. It delves into the inner workings of the human brain and its impact on decision-making processes. This growing field combines neuroscience, psychology, and marketing to gain a deeper understanding of consumer behavior.

Topical coverage includes: understanding of the theoretical foundations and practical applications of neuromarketing; exploration of various neuroimaging techniques, eye-tracking, and psychophysiological measurements used in neuromarketing research; integration of neuroscientific insights into marketing strategies, consumer research, and brand management; prediction of consumer behavior by using neuroscience methodologies; and analysis of how marketing stimuli activate different brain regions, influence attention, and evoke emotional responses.

Prerequisite: MKT201 Introduction to Marketing