BE535-6-AU-CO:
Neuromarketing
2024/25
Essex Business School
Colchester Campus
Autumn
Undergraduate: Level 6
Current
Thursday 03 October 2024
Friday 13 December 2024
15
10 September 2024
Requisites for this module
(BE501 or BE400) and BE511 and BE518 and BE519
(none)
(none)
(none)
(none)
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.
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.
By the end of this module, students will be expected to be able to:
- Understand the theoretical foundations of irrational consumer behaviour, the brain’s role in consumption decisions, neuroaesthetics, and behavioural economics.
- 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.
- Understand how to generate insights from neuromarketing research through computational neuroscience, smarter survey design, and the combination of various neuromarketing techniques.
Syllabus
- Why we make irrational consumption decisions
- How to create attention-grabbing marketing materials
- How to create emotionally engaging marketing materials
- How to create memorable marketing materials
- How to design and set up neuromarketing experiments
- How to run neuromarketing experiments
- How to analyse eye-tracking data
- How to analyse facial expression recognition data
- How to analyse survey data
- How to use neuromarketing data to create impactful marketing materials
This module will be delivered via:
Students will be expected to engage in independent study outside of lectures.
The above list is indicative of the essential reading for the course.
The library makes provision for all reading list items, with digital provision where possible, and these resources are shared between students.
Further reading can be obtained from this module's
reading list.
Assessment items, weightings and deadlines
| Coursework / exam |
Description |
Deadline |
Coursework weighting |
| Coursework |
Essay 1 (1500 words) |
18/11/2024 |
40% |
| Coursework |
Essay 2 (2000 words) |
15/01/2025 |
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
Reassessment
Module supervisor and teaching staff
Dr Erik Jacobi, email: ejacobi@essex.ac.uk.
Erik Jacobi and Jingyu Zhu
ejacobi@essex.ac.uk
No
Yes
No
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.
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