Course Introduction and Application Information

Course Code:

HIR035

Course Name:

Neuromarketing

Semester:

Fall

Course Credits:

ECTS

Language of instruction:

Turkish

Course Condition:

Does the Course Require Work Experience?:

Type of course:

Departmental Elective

Course Level:

Bachelor

TR-NQF-HE:6. Master`s Degree

QF-EHEA:First Cycle

EQF-LLL:6. Master`s Degree

Mode of Delivery:

E-Learning

Course Coordinator:

Araş. Gör. AZİZ ARSLAN

Course Lecturer(s):

Prof. Dr. Hatice Öz Pektaş

Course Assistants:

Course Objective and Content

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.

Learning Outcomes

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

Course Flow Plan

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

Sources

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 - Program Learning Outcome Relationship

Course Learning Outcomes	1	2	3	4
Program Outcomes

Course - Learning Outcome Relationship

No Effect	1 Lowest	2 Average	3 Highest

Program Outcomes

Level of Contribution

Assessment & Grading

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

Workload and ECTS Credit Calculation

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