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Consumer Behaviour and Neuro Marketing: Course Syllabus

This document outlines the course syllabus for a Consumer Behaviour and Neuro Marketing course. The course is divided into three parts: Consumer Behaviour, Neuro Marketing, and Group Projects. Part 1 focuses on traditional consumer behaviour topics like motivation, decision making, and cultural influences over 12 sessions. Part 2 covers neuro marketing concepts for 12 sessions, examining how the brain processes marketing through mechanisms like emotion and memory. Key readings are from the textbook Neuro-Marketing for Dummies. Part 3 consists of group projects where students will present on a consumer behaviour or neuro marketing topic. The syllabus provides an in-depth overview of the concepts and frameworks covered in each area of the course.

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Priya Babu
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313 views2 pages

Consumer Behaviour and Neuro Marketing: Course Syllabus

This document outlines the course syllabus for a Consumer Behaviour and Neuro Marketing course. The course is divided into three parts: Consumer Behaviour, Neuro Marketing, and Group Projects. Part 1 focuses on traditional consumer behaviour topics like motivation, decision making, and cultural influences over 12 sessions. Part 2 covers neuro marketing concepts for 12 sessions, examining how the brain processes marketing through mechanisms like emotion and memory. Key readings are from the textbook Neuro-Marketing for Dummies. Part 3 consists of group projects where students will present on a consumer behaviour or neuro marketing topic. The syllabus provides an in-depth overview of the concepts and frameworks covered in each area of the course.

Uploaded by

Priya Babu
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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Consumer Behaviour and Neuro Marketing: Course Syllabus

Recommended text books:

1. Consumer behaviour by Schiffman, Wisenblit and Kumar


2. Neuro-Marketing for Dummies by Stephen J Genco

Part 1: Consumer Behaviour (12 sessions)


1. Dissecting a Consumer as an Individual:
a. Consumer motivation and personality
b. Consumer perception and positioning
c. Consumer learning
d. Consumer decision making through attitude formation and Change
2. Consumer behaviour towards media and communication
a. Persuading consumers based on behavioural attributes
b. From traditional media to evolving social and mobile media
c. Tracking consumer behaviour towards media
3. Social and cultural settings affecting Consumer behaviour
a. Cultural values and consumer behaviour
b. Family decision making and impact
c. Cross cultural effects and globalised culture shaping consumers
4. Consumer Decision Making
a. Consumer Decision Making Process: Input and Output
b. Consumer Gifting behaviour
c. WOM and Diffusion Processes

Part 2 : Neuro Marketing (12 sessions)


5. Neuro- Marketing: From Rational to Irrational, Conscious to Unconscious
a. How consumers think: Introducing the intuitive consumer
b. The cognitive timeline
c. Six unconscious mechanisms that drive consumer responses to marketing, brands, and
products
d. (Read Neuromarketing for Dummies, Chapters 1-2)

6. What neuromarketing measures


a. The core consumer responses: attention, emotion, memory
b. The drivers of behavior: approach-avoidance, goals, habits
c. (Read Neuromarketing for Dummies, Chapters 5 and 7).

7. How neuro-marketing measures capture signals from the body and the brain
a. The problem with asking questions
b. The neuromarketer's toolbox: capturing signals from the body
c. The neuromarketer's toolbox: capturing signals from the brain
d. Neuromarketing on a budget
e. Read Neuromarketing for Dummies, Chapters 15-18.

8. How consumers decide: cognitive misers and lazy controllers


a. Decision making and consumer choice: System 1 vs. System 2
b. Judgment heuristics and consumer choice: Framing, loss aversion, anchoring, and more
c. Read Neuromarketing for Dummies, Chapter 8.

9. Apply Neuro-Marketing to create winners


a. Brands on the brain
b. Advertising to the intuitive consumer
c. Creating brain-friendly products and packages
d. Decoding the shopping brain
e. When brains go online
f. Entertaining our brains
g. Read Neuromarketing for Dummies, Chapter 3.

Part 3: Group Projects


Group Presentation 3 classes

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