Neuromarketing

This subject has the following teaching availabilities in 2016:

144 hours per semester, including self-directed study and research.

(Can be taken concurrently)

For the purposes of considering request for Reasonable Adjustments under the Disability Standards for Education (Cwth 2005), and Student Support and Engagement Policy, academic requirements for this subject are articulated in the Subject Overview, Learning Outcomes, Assessment and Generic Skills sections of this entry.

It is University policy to take all reasonable steps to minimise the impact of disability upon academic study, and reasonable adjustments will be made to enhance a student's participation in the University's programs. Students who feel their disability may impact on meeting the requirements of this subject are encouraged to discuss this matter with a Faculty Student Adviser and Student Equity and Disability Support: http://services.unimelb.edu.au/disability

Research techniques and insights from the cognitive neurosciences are increasingly used in marketing research and practice. This subject examines the research tools and insights from the neurosciences relevant to marketing theory and practice. Topics include functional implications of key brain systems for consumer judgements and decision-making; examination of neuroscientific and psychological techniques used in marketing research; applications of tools and insights from cognitive, emotional and social neurosciences for strategic marketing planning, product development, packaging and advertising research, and ethical considerations associated with use of brain imaging technology for marketing research.

On successful completion of this subject students should be able to:
• Describe neuroscience-based tools and techniques used in marketing research;
• Identify and discuss the function of key brain systems in consumer behaviour;
• Explain functional implications of selected perceptual, cognitive, and emotional processes for consumer behaviour and marketing planning; and
• Critically evaluate and apply marketing neuroscience research insights in selected marketing practices.

• 2-hour end-of-semester exam, held in exam period (50%)
• Group poster preparation and 5 min presentation in groups of 3-4 (equivalent to 500 words per student), due Week 6 (15%)
• 10 minute group case study presentation in groups of 4 (equivalent to 250 words per student), due Week 8 (10%)
• 2500 word individual written assignment, due Week 11 (25%)

TBC

This subject is not available as a breadth subject.

On successful completion of this subject, students should have improved the following generic skills:
• Ability to integrate concepts and theories across disciplines;
• Problem solving and critical thinking, developed through in-class discussion and assignment work;
• Ability to critically evaluate and apply research insights to practice;
• Oral communication skills developed via in-class interaction and presentations;
• Written communication skills developed through assignment work;
• Ability to work in a team through group assignments.