The details
Essex Business School
Colchester Campus
Undergraduate: Level 6
Thursday 05 October 2023
Friday 15 December 2023
15 August 2023


Requisites for this module
(BE501 or BE400) and BE511 and BE518 and BE519



Key module for


Module description

This module aims to enable students to understand and utilise neuromarketing tools. We will cover their relative strengths and weaknesses, and how they can be used to generate impactful consumer insights

Many consumption decisions are irrational, emotional, and subconscious. The discipline of neuromarketing strives to measure and make sense of these irrational drives, and it has developed a range of research approaches and tools to do so. These include behavioural economics, eye-tracking, implicit response measures, and facial coding among others.

Module aims

The aims of this module are:

  • To equip students with the ability to make sense of irrational, emotional, and subconscious consumer decisions.

  • To equip students with the ability to collaborate with neuroscientists, technicians, and data-processing staff to generate important insights in their future careers.

  • To equip students with the ability to commission, run, and generate insights from neuromarketing research.

Module learning outcomes

By the end of this module, students will be expected to be able to:

  1. Understand the theoretical foundations of irrational consumer behaviour, the brain’s role in consumption decisions, neuroaesthetics, and behavioural economics.

  2. Understand key neuromarketing research tools, including eye-tracking, implicit response measures, facial action coding, biometrics, and neuro-measures, and how to use them in neuromarketing experiments.

  3. Understand how to generate insights from neuromarketing research through computational neuroscience, smarter survey design, and the combination of various neuromarketing techniques.

Module information


  • Introduction: The Irrational Consumer.

  • The Brain: Attention, Memory, and Emotion.

  • Neuroaesthetics.

  • Behavioural Economics.

  • Guidelines for Experiments.

  • Eye-Tracking.

  • Implicit Response Measures & Facial Action Coding.

  • Biometrics & Neuro-Measures.

  • Computational Neuroscience & Smarter Survey Design.

  • Combining Techniques & Conclusions.

Learning and teaching methods

This module will be delivered via:

  • One 2-hour lecture per week.

Students will be expected to engage in independent study outside of lectures.

Teaching will be done in conjunction with our neuromarketing lab whereby students will receive additional support from lecturers from Psychology and CSEE. Furthermore, students will be able to collaborate with students from Psychology and CSEE on shared projects.


This module does not appear to have a published bibliography for this year.

Assessment items, weightings and deadlines

Coursework / exam Description Deadline Coursework weighting
Coursework   CW1 - 1500 word Essay    40% 
Coursework   CW2 - 2000 word Essay    60% 

Exam format definitions

  • Remote, open book: Your exam will take place remotely via an online learning platform. You may refer to any physical or electronic materials during the exam.
  • In-person, open book: Your exam will take place on campus under invigilation. You may refer to any physical materials such as paper study notes or a textbook during the exam. Electronic devices may not be used in the exam.
  • In-person, open book (restricted): The exam will take place on campus under invigilation. You may refer only to specific physical materials such as a named textbook during the exam. Permitted materials will be specified by your department. Electronic devices may not be used in the exam.
  • In-person, closed book: The exam will take place on campus under invigilation. You may not refer to any physical materials or electronic devices during the exam. There may be times when a paper dictionary, for example, may be permitted in an otherwise closed book exam. Any exceptions will be specified by your department.

Your department will provide further guidance before your exams.

Overall assessment

Coursework Exam
100% 0%


Coursework Exam
100% 0%
Module supervisor and teaching staff
Dr Erik Jacobi, email:
Dr Erik Jacobi and Dr Jingyu Zhu



External examiner

Dr Muhammad Asif Khan
Available via Moodle
Of 20 hours, 20 (100%) hours available to students:
0 hours not recorded due to service coverage or fault;
0 hours not recorded due to opt-out by lecturer(s), module, or event type.


Further information
Essex Business School

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