| School/Faculty/Institute |
Faculty of Economics, Administrative and Social Sciences |
| Course Code |
MKTG 433 |
| Course Title in English |
Neurosensory Marketing |
| Course Title in Turkish |
Nöroduyusal Pazarlama |
| Language of Instruction |
EN |
| Type of Course |
Flipped Classroom |
| Level of Course |
Intermediate |
| Semester |
Spring |
| Contact Hours per Week |
| Lecture: 3 |
Recitation: |
Lab: |
Other: |
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| Estimated Student Workload |
138 hours per semester |
| Number of Credits |
5 ECTS |
| Grading Mode |
Standard Letter Grade
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| Pre-requisites |
None |
| Co-requisites |
None |
| Expected Prior Knowledge |
None |
| Registration Restrictions |
Only undergraduate students |
| Overall Educational Objective |
To acquire the knowledge and skills about the backgrounds, fundamentals and tools to apply sensory marketing in different business areas.
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| Course Description |
Sensory marketing is an emerging crossroad where marketing and neuromarketing interact. It addresses the senses of consumers and studies the effects on their behaviors which implies studying sensation and perception as ways that influence consumer behavior.
Sensory marketing has acquired a distinctive importance in the last decade in many sectors,and is considered among the best ways to connect the brand, product, experience, idea with the lifestyles of consumers, thus adding value to their environment, being a part of their feelings, their senses and constitute to being an indispensable part of their lives. The course will cover the “what, why, how” of sensory marketing including real life business case examples and leading guest speakers in 5 senses.
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Course Learning Outcomes and Competences
Upon successful completion of the course, the learner is expected to be able to:
1) differentiate between "rational consumers”and "intuitive consumers”, by using neuroanatomical principles and consumer behavior approaches
2) distinguish the conscious and nonconscious mechanisms that deal with 5 senses that underlie consumer responses
3) interpret how brain science illuminates the processes of 5 senses’ interpretation and perceptions
4) choose and design 5 senses related solutions and target goals that impact sensory marketing and sales performance
5) comprehend new insights into consumer decision making and purchase behavior related to 5 senses
6) understand how different industries approach to and involved in sensory marketing
7) discuss different neuromarketing methodologies to measure, analyze and contribute to sensory marketing
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| Program Learning Outcomes/Course Learning Outcomes |
1 |
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6 |
7 |
| 1) Relates economic knowledge with other social sciences and mathematics, and utilizes it in interdisciplinary analyses |
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| 2) Differentiates between the interactions of various fields of economics and synthesizes these distinctions |
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| 3) Analyzes economic phenomena by modeling microeconomic and macroeconomic theories using mathematical and statistical tools |
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| 4) Evaluate alternative theoretical approaches to solving complex economic problems and rationally apply their findings in decision-making processes |
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| 5) Analyze and compare different economic systems using quantitative techniques |
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| 6) Apply economic theoretical knowledge and models to issues related to the Turkish and global economies and design evidence-based policy recommendations |
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| 7) Analyzes economic data using econometric and statistical methods and presents the results using appropriate software programs |
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| 8) Conducts and reports on all stages of economic analysis in accordance with scientific and ethical principles |
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| 9) Uses written and spoken English (at least CEFR B2 level) in scientific knowledge sharing |
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| 10) Integrates social responsibility into economic decision-making processes |
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| 11) Develops the learning competencies necessary for further studies with a high degree of autonomy |
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Relation to Program Outcomes and Competences
| N None |
S Supportive |
H Highly Related |
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Program Outcomes and Competences |
Level |
Assessed by |
| 1) |
Relates economic knowledge with other social sciences and mathematics, and utilizes it in interdisciplinary analyses |
N |
|
| 2) |
Differentiates between the interactions of various fields of economics and synthesizes these distinctions |
N |
|
| 3) |
Analyzes economic phenomena by modeling microeconomic and macroeconomic theories using mathematical and statistical tools |
N |
|
| 4) |
Evaluate alternative theoretical approaches to solving complex economic problems and rationally apply their findings in decision-making processes |
N |
|
| 5) |
Analyze and compare different economic systems using quantitative techniques |
N |
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| 6) |
Apply economic theoretical knowledge and models to issues related to the Turkish and global economies and design evidence-based policy recommendations |
N |
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| 7) |
Analyzes economic data using econometric and statistical methods and presents the results using appropriate software programs |
N |
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| 8) |
Conducts and reports on all stages of economic analysis in accordance with scientific and ethical principles |
H |
|
| 9) |
Uses written and spoken English (at least CEFR B2 level) in scientific knowledge sharing |
H |
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| 10) |
Integrates social responsibility into economic decision-making processes |
H |
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| 11) |
Develops the learning competencies necessary for further studies with a high degree of autonomy |
H |
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| Prepared by and Date |
LEVENT KURTOĞLU , May 2023 |
| Course Coordinator |
CEYHAN MUTLU |
| Semester |
Spring |
| Name of Instructor |
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Course Contents
| Week |
Subject |
| 1) |
Introduction |
| 2) |
Intro to Sensory Marketing
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| 3) |
Neuroanatomical Foundations of 5 Senses
Formation of Term Project Groups + Distribution of Term Projects
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| 4) |
Neuromarketing Methods for 5 Senses
Alignment on the distribution of Term Projects
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| 5) |
Sense of Sight
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| 6) |
Guest Speaker: Corporate Expert
Distribution of Assignments
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| 7) |
Sense of Hearing
Collection of Assignments
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| 8) |
Midterm Exam
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| 9) |
Guest Speaker: Corporate Expert
Collection of Term Projects
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| 10) |
Sense of Smell
Term Project Presentations
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| 11) |
Guest Speaker: Corporate Expert
Distribution of Final Projects
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| 12) |
Sense of Touch
Distribution of Final Projects
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| 13) |
Sense of Taste
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| 14) |
Guest Speaker: Corporate Expert
Sensual Consumer Inputs & Outputs: Attitudes, Memory, Emotions, Perception
Collection of Final Projects
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| 15) |
Final Project Period
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| 16) |
Final Project Period
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| Required/Recommended Readings | * Zurawicki, Leon (2010). Neuromarketing: Exploring the Brain of the Consumer, Springer, Boston MA
Bayle-Tourtoulou, Anne-Sophie ( 2020 ).The Neuro-Consumer: Adapting Marketing and Communication Strategies for the Subconscious, Instinctive and Irrational Consumer's Brain Milton, Taylor & Francis Group
Genco,Stephen,J. (2014) Intuitive Marketing: What Marketers can learn from brain science.
The resources are available under Science Direct and Springer link. If students won’t be able access them via schools library access points they will be provided with the online versions. Additionaly prior to/at the end of every session current relevant examples of relevant academic literature will be shared with the students via email or by uploading to university’s online platform. Students will be encouraged to read the material in order to be able to participate into relevant discussions.
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| Teaching Methods | The instructor will summarize and explain the key concepts regarding each week’s topic. Students are expected to actively participate in class discussions. With case studies and real-life examples that will be either discussed with guests or will be discussed after each lecture, the students will have the chance to expand their perspectives of sensory aspects of marketing. Students are expected to share their opinions, ideas and questions in class. The instructor will facilitate learning as the responsibility of learning falls mainly on students by reading/watching class assignments, searching for more; and working with classmates to deliver the term projects and individually the final projects.
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| Homework and Projects | The three main pillars of the course are the Assignment, Term project, Final Project and related presentations. Through these, the students are expected to increase their self-awareness to be able to bring their talents into real life. Students will make a group presentation about a chosen real-life scenario. In the final project they will choose the business area they would like to work on and facilitate an end-end NM project on their own. Additionally, there will be 5 industry-leading guests that relate to 5 senses. The interaction of the classroom with those guests is essential. The details of each will be announced by the instructor.
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| Laboratory Work | None |
| Computer Use | Personal Notebook |
| Other Activities | None |
| Assessment Methods |
| Assessment Tools |
Count |
Weight |
| Attendance |
1 |
% 20 |
| Quiz(zes) |
1 |
% 10 |
| Homework Assignments |
1 |
% 25 |
| Project |
1 |
% 25 |
| Midterm(s) |
1 |
% 20 |
| TOTAL |
% 100 |
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| Course Administration |
kurtoglul@mef.edu.tr
Students can send an e-mail or contact the instructor on office hours. Appointments should be requested by email.
Recording/sharing of synchronous/asynchronous lectures or copying of lecture recordings are prohibited without the permission of the instructor. Actions such as unauthorized recording, giving the recording to someone else, taking it, using it or sharing it in physical or virtual media are prohibited and/or are offenses according to the relevant legislation.
Make-up exams will be subject to the Excuse Regulation (link: (https://students.mef.edu.tr/tr/mazeretlerin-kabulu-ve-mazeret-sinavlarinin-yapili#gsc.tab=0). Students are required to submit a request (together with their reports) to the faculty secretary within three (3) days of the exam via this link: https://www.cognitoforms.com/MEFUniversity/MazeretBildirimFormu). The requests are discussed with the faculty board and the decision taken by the faculty secretary is sent to the instructor. Once the student’s excuse is accepted, the instructor and the student will decide together to arrange the place and time.
Academic dishonesty and plagiarism will be subject to the YÖK Disciplinary Regulation.
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Information Package / Course Catalogue