Business Administration
Bachelor	Length of the Programme: 4	Number of Credits: 240	TR-NQF-HE: Level 6	QF-EHEA: First Cycle	EQF: Level 6

Ders Genel Tanıtım Bilgileri

School/Faculty/Institute

Faculty of Econ., Admin. and Social Sciences

Course Code

MKTG 431

Course Title in English

Neuromarketing

Course Title in Turkish

Nöropazarlama

Language of Instruction

Type of Course

Flipped Classroom

Level of Course

Intermediate

Semester

Fall

Contact Hours per Week

Lecture: 3

Recitation:

Lab:

Other:

Estimated Student Workload

135 hours per semester

Number of Credits

5 ECTS

Grading Mode

Standard Letter Grade

Pre-requisites

MKTG 201 - Marketing

Expected Prior Knowledge

None

Co-requisites

None

Registration Restrictions

None

Overall Educational Objective

To learn and understand the backgrounds, fundamentals and tools to apply neuromarketing in different business areas.

Course Description

Neuromarketing is an emerging cross-disciplinary field that studies how consumers’ neurological systems and biophysiological markers react and respond to marketing elements. The retrieved results contribute to design efficient marketing strategies which aim to deliver the superior value to consumers and contribute to positive return on investment as part of managerial decisions. Recent advances in neuroscientific measurements along with the ease of applicability enabled the penetration of medical tools and methods to get used in social sciences. Traditional marketing methods are not objectively and completely covering either the “why”s behind conscious and unconscious consumer choices or not able to report, analyze and be transformed to meaningful marketing strategies. Hence neuromarketing is a multidisciplinary platform that works in collaboration with economics, psychology, medicine and marketing to understand and find solutions for delivering the superior value to the consumers. The course will cover the “what, why, how” of neuromarketing including real life business case examples and leading guest speakers in their industry fields.

Course Description in Turkish

Nöropazarlama, tüketicilerin nörolojik sistemlerinin ve biyofizyolojik belirteçlerin pazarlama unsurlarına nasıl tepki ve/veya cevap verdiğini inceleyen; Elde edilen sonuçların, yönetimsel kararların bir parçası olarak tüketicilere üstün değer sunmayı ve pozitif yatırım getirisine katkıda bulunmayı amaçlayan, verimli pazarlama stratejilerinin tasarlanmasına katkıda bulunan gelişmekte olan disiplinler arası bir alandır. Nörobilimsel ölçümlerdeki son gelişmeler ve uygulanabilirlik kolaylığı, sosyal bilimlerde kullanılan tıbbi araç ve yöntemlerin penetrasyonuna olanak sağlamıştır. Geleneksel pazarlama yöntemleri, bilinçli ve bilinçsiz tüketici tercihlerinin ardındaki “neden”leri nesnel ve tam olarak kapsamamakta ya da raporlama, analiz etme ve anlamlı pazarlama stratejilerine dönüştürülememektedir. Bu nedenle nöropazarlama, tüketicilere üstün değer sunmak için çözümler bulmak ve anlamak için ekonomi, psikoloji, tıp ve pazarlama ile işbirliği içinde çalışan çok disiplinli bir platformdur. Kurs, gerçek hayattan iş vaka örnekleri ve endüstri alanlarında önde gelen konuk konuşmacılar dahil olmak üzere nöropazarlamanın “ne, neden, nasıl” konularını kapsayacaktır.

Course Learning Outcomes and Competences

Upon successful completion of the course, the learner is expected to be able to:
1) differentiate "rational consumers” from "intuitive consumers” using NM perspectives
2) distinguish the nonconscious mechanisms that underlie consumer responses
3) interpret how brain science illuminates the processes of consumer thinking
4) choose and design consumer attention, emotion, memory, and goals that impact marketing and sales performance
5) apply new insights to consumer decision making and purchasing behavior
6) understand different industries’ approaches in neuromarketing
7) comprehend the pros and cons of different neuromarketing methodologies
8) choose technologies which would appropriately fit with real-life scenarios

Program Learning Outcomes/Course Learning Outcomes	1	2	3	4	5	6	7	8
1) Has a broad foundation and intellectual awareness with exposure to mathematics, history, economics, and social sciences
2) Demonstrates knowledge and skills in different functional areas of business (accounting, finance, operations, marketing, strategy, and organization) and an understanding of their interactions within various industry sectors
3) Applies theoretical knowledge as well as creative, analytical, and critical thinking to manage complex technical or professional activities or projects
4) Exhibits an understanding of global, environmental, economic, legal, and regulatory contexts for business sustainability
5) Demonstrates individual and professional ethical behavior and social responsibility
6) Demonstrates responsiveness to ethnic, cultural, and gender diversity values and issues
7) Uses written and spoken English effectively (at least CEFR B2 level) to communicate information, ideas, problems, and solutions
8) Demonstrates skills in data and information acquisition, analysis, interpretation, and reporting
9) Displays computer proficiency to support problem solving and decision-making
10) Demonstrates teamwork, leadership, and entrepreneurial skills
11) Displays learning skills necessary for further study with a high degree of autonomy

Relation to Program Outcomes and Competences

N None	S Supportive	H Highly Related

	Program Outcomes and Competences	Level	Assessed by
1)	Has a broad foundation and intellectual awareness with exposure to mathematics, history, economics, and social sciences	S	Participation
2)	Demonstrates knowledge and skills in different functional areas of business (accounting, finance, operations, marketing, strategy, and organization) and an understanding of their interactions within various industry sectors	H
3)	Applies theoretical knowledge as well as creative, analytical, and critical thinking to manage complex technical or professional activities or projects	H	Project
4)	Exhibits an understanding of global, environmental, economic, legal, and regulatory contexts for business sustainability	H	Participation
5)	Demonstrates individual and professional ethical behavior and social responsibility	S	Participation
6)	Demonstrates responsiveness to ethnic, cultural, and gender diversity values and issues	S	Participation
7)	Uses written and spoken English effectively (at least CEFR B2 level) to communicate information, ideas, problems, and solutions	H	Exam
8)	Demonstrates skills in data and information acquisition, analysis, interpretation, and reporting	H	Project
9)	Displays computer proficiency to support problem solving and decision-making	N
10)	Demonstrates teamwork, leadership, and entrepreneurial skills	H
11)	Displays learning skills necessary for further study with a high degree of autonomy	S	Project

Prepared by and Date	LEVENT KURTOĞLU , May 2023
Course Coordinator	CEYHAN MUTLU
Semester	Fall
Name of Instructor	Öğr. Gör. LEVENT KURTOĞLU

Course Contents

Week	Subject
1)	Introduction
2)	History of Neuromarketing
3)	Consumer Behavior Theory and Approaches Formation of Term Project Groups + Distribution of Term Projects
4)	Consumer Decision Making Models Alignment on the distribution of Term Projects
5)	Consciousness and Unconsciousness in consumer decisions Guest Speaker: Corporate Communication Expert Distribution of Assignments
6)	Consumer Responses: Attitudes, memory, emotions, perception and persuasion Guest Speaker: Corporate color and paint expert
7)	Neuromarketing and data gathering methods Collection of Assignments
8)	Midterm
9)	Comparison of traditional and neuromarketing tools’ use in different industries Collection of Term Projects
10)	Term Project Presentations
11)	Commercialization of NM and examples of applied NM Distribution of Final Projects
12)	Neurobranding & Social Media Interactions
13)	Guest Speaker (Corporate C-Level Fashion Leader )
14)	Neuromarketing & Ethics Collection of Final Projects
15)	Final Examination Period
16)	Final Examination Period

Required/Recommended Readings

* Neuromarketing: Exploring the Brain of the Consumer (2010), Zurawicki, Leon. Springer, Boston MA * Ethics and Neuromarketing: Implications for Market Research and Practice (2017), Thomas, R. Andrew, Pop, Alexandru Nicolaeu, Iorga, Ana Maria, Ducu, Cristian. Springer, Broadview Heights, OH, USA and Bucharest, Romania 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.

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, the students will have the chance to expand their perspectives of conscious and subconscious consumer decision-consumer behavior, neuromarketing, neurobranding and ethics with regard to neuromarketing. 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.

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. The details of each will be announced by the instructor.

Laboratory Work

Computer Use

Personal notebook

Other Activities

Assessment Methods

Assessment Tools	Count	Weight
Attendance	1	% 10
Homework Assignments	1	% 25
Project	1	% 40
Midterm(s)	1	% 25
TOTAL		% 100

Course Administration

kurtoglul@mef.edu.tr

Students can send an e-mail or contact the instructor on office hours or appointments should be requested by email. E-mail: dr.ali.levent.kurtoglu@gmail.com Students are expected to attend all sessions timely. In case they cannot attend, students must inform the lecturer with an e-mail regarding emergency situations, health problems that can be supported by reports, or other excuses that are eligible to MEF University regulations. 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. Academic dishonesty and plagiarism will be subject to the YÖK Disciplinary Regulation.

ECTS Student Workload Estimation

Activity	No/Weeks	Hours			Calculation
	No/Weeks per Semester	Preparing for the Activity	Spent in the Activity Itself	Completing the Activity Requirements
Course Hours	14	2	3	1	84
Project	3	8	5	2	45
Midterm(s)	1	4	2		6
Total Workload					135
Total Workload/25					5.4
ECTS					5