Course Code: | HIR035 | ||||
Course Name: | Neuromarketing | ||||
Semester: |
Fall |
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Course Credits: |
|
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Language of instruction: | Turkish | ||||
Course Condition: | |||||
Does the Course Require Work Experience?: | No | ||||
Type of course: | Departmental Elective | ||||
Course Level: |
|
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Mode of Delivery: | E-Learning | ||||
Course Coordinator: | Araş. Gör. AZİZ ARSLAN | ||||
Course Lecturer(s): | Prof. Dr. Hatice Öz Pektaş | ||||
Course Assistants: |
Course Objectives: | The course aims to provide an insight into the function of basic brain mechanisms in consumer choices. |
Course Content: | Within the scope of the course, an answer is sought to the question of how the human brain works and how to use it in marketing. |
The students who have succeeded in this course;
1) Knows the basic concepts of neuromarketing in detail, 2) Can critically approach existing practices, 3) Analyzes consumer behavior and develops new ideas, 4) Develop innovative ideas and conduct advanced discussions in neuromarketing |
Week | Subject | Related Preparation |
1) | Introduction to Neuromarketing | n/a |
2) | Conceptual foundations of neuromarketing | n/a |
3) | Techniques used in neuromarketing | n/a |
4) | Commercial Film Optimization | n/a |
5) | Neuromarketing and brand perception | n/a |
6) | User tests | n/a |
7) | Research methods for marketing | n/a |
8) | Midterm | n/a |
9) | Neuromarketing and mental functions | n/a |
10) | The mind and the impulse to buy | n/a |
11) | The mental background of the act of purchasing | n/a |
12) | Advertisements and codes used | n/a |
13) | General assessment and ethics | n/a |
14) | Final exam | n/a |
Course Notes / Textbooks: | Patrick Renvoise, Nöro Marketing, Mediacat Yayn., 2016. |
References: | Martin Lindstrom, Buyology, Optimist, 2009. Leonard Mlodinow, Subliminal:Bilinçdışınız Davranışlarınızı Nasıl Yönetir?, Okuyan Us Yayınları, 2013. |
Course Learning Outcomes | 1 |
2 |
3 |
4 |
---|---|---|---|---|
Program Outcomes |
No Effect | 1 Lowest | 2 Average | 3 Highest |
Program Outcomes | Level of Contribution |
Semester Requirements | Number of Activities | Level of Contribution |
Midterms | 1 | % 40 |
Final | 1 | % 60 |
total | % 100 | |
PERCENTAGE OF SEMESTER WORK | % 40 | |
PERCENTAGE OF FINAL WORK | % 60 | |
total | % 100 |
Activities | Number of Activities | Workload |
Course Hours | 12 | 36 |
Study Hours Out of Class | 13 | 74 |
Midterms | 1 | 3 |
Final | 1 | 3 |
Total Workload | 116 |