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OMKG 2660A - Neuroscience and the New Marketing Frontiers

Type d'enseignement : Elective

Semester : Spring 2017-2018

Number of hours : 12

Language of tuition : English

Pre-requisite

English, Level 4. This course assumes no background in science.

Course Description

In the past few decades there have been fascinating advances connecting our brains and our behaviors, discoveries that include identifying the role of hormones in regulating emotions and explaining how neurotransmitters modulate behavior, and many of these insights are being appropriated by cutting edge marketers. But the popularization of this science has also generated many myths (“we only use 10% of our brains”), and marketing and research have unfortunately absorbed these as well. The purpose of this course is to introduce students to the most compelling, relevant discoveries in neuroscience while soberly analyzing the claims of neuromarketers. A number of well regarded specialists in diverse neuroscientific methods will present overviews of their tools to the course.

Teachers

FREY, Darren Paul (Consultant)

Pedagogical format

The course will be taught as an advanced seminar, which means that lectures will be supplemented with opportunities for students to engage the material more thoroughly and with in-class discussions. Additionally, there will be a number of invited specialist who use each of the methods most relevant to marketers.

Course validation

A structured, in-class individual assignment constitutes 60% of the grade; the remaining 40% of the grade is class-participation, including occasional quizzes.

Workload

Students will be expected to read each week's articles and to formulate articulate comments and criticisms each week, even when not presenting, so they should expect to spend 2-5 hours outside of class per week preparing for the course.

Required reading

  • Weekly readings will include both general introductions to neuroscience and applications by marketers. Most texts will be drawn from the sources below. The first is a general introduction, the second is a special issue of JMR related to neuromarketing. Note : the entire issue of JMR is relevant, not just the introduction by Camerer.
  • Ramsøy, T. Z. (2014). Introduction to Neuromarketing & Consumer Neuroscience (1 edition). Neurons Inc ApS.
  • Camerer, C., & Yoon, C. (2015). Introduction to the Journal of Marketing Research Special Issue on Neuroscience and Marketing. Journal of Marketing Research, 52(4), 423–426.

Additional required reading

  • The first of these is, again, a general introduction, and the second is an analysis of the usefulness of fMRI methods in the Harvard Business Review :
  • Pinker, S., & Foster, M. (2015). How the Mind Works.
  • Karmarkar, U. R., Yoon, C., & Plassmann, H. (2015, November 3). Marketers Should Pay Attention to fMRI. Retrieved June 6, 2016, from https://hbr.org/2015/11/marketers-should-pay-attention-to-fmri