Information Package / Course Catalogue
| 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 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 |
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| Estimated Student Workload | 138 hours per semester | ||||||
| Number of Credits | 5 ECTS | ||||||
| Grading Mode | Standard Letter Grade | ||||||
| Pre-requisites | None | ||||||
| Expected Prior Knowledge | None | ||||||
| Co-requisites | None | ||||||
| Registration Restrictions | None | ||||||
| Overall Educational Objective | To acquire the knowledge and skills about the backgrounds, fundamentals and tools to apply sensory marketing in different business areas. | ||||||
| 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. | ||||||
| Course Description in Turkish | Duyusal pazarlama, pazarlama ve nöropazarlamanın kesiştiği noktada giderek gelişmekte olan bir kavşaktır. Tüketicilerin duyularına hitap eder ve tüketici davranışlarını etkileyen yollar olarak duyum ve algıyı temas ederek tüketici davranışınının üzerindeki etkilerini inceler. Duyusal pazarlama, marka, ürün, deneyim, fikir ile tüketicilerin yaşam tarzları arasında bağlantı kurmanın, böylece tüketicilerin çevrelerine değer katmanın ve onun bir parçası olmanın en iyi yolu olarak kabul edildiğinden, son on yılda birçok sektörde ayrı bir önem kazanmıştır. Duyusal pazarlama bu eksende tüketicinin duygularının, duyularının ve hayatlarının vazgeçilmez bir parçası olmayı içermektedir. Bu ders, gerçek hayattan vaka örnekleri ve 5 duyuda önde gelen konuk konuşmacılar ile duyusal pazarlamanın “ne, neden, nasıl” konularını kapsayacaktır. |
Course Learning Outcomes and CompetencesUpon 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 |
| Program Learning Outcomes/Course Learning Outcomes | 1 | 2 | 3 | 4 | 5 | 6 | 7 |
|---|---|---|---|---|---|---|---|
| 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 | HW |
| 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 | Exam |
| 3) | Applies theoretical knowledge as well as creative, analytical, and critical thinking to manage complex technical or professional activities or projects | H | Exam |
| 4) | Exhibits an understanding of global, environmental, economic, legal, and regulatory contexts for business sustainability | S | HW |
| 5) | Demonstrates individual and professional ethical behavior and social responsibility | S | HW |
| 6) | Demonstrates responsiveness to ethnic, cultural, and gender diversity values and issues | S | HW |
| 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 | Exam |
| 9) | Displays computer proficiency to support problem solving and decision-making | N | |
| 10) | Demonstrates teamwork, leadership, and entrepreneurial skills | S | HW |
| 11) | Displays learning skills necessary for further study with a high degree of autonomy | S | HW |
| Prepared by and Date | LEVENT KURTOĞLU , May 2023 |
| Course Coordinator | CEYHAN MUTLU |
| Semester | Spring |
| Name of Instructor | Öğr. Gör. LEVENT KURTOĞLU |
Course Contents
| Week | Subject |
| 1) | Introduction |
| 2) | Intro to Sensory Marketing |
| 3) | Neuroanatomical Foundations of 5 Senses Formation of Term Project Groups + Distribution of Term Projects |
| 4) | Neuromarketing Methods for 5 Senses Alignment on the distribution of Term Projects |
| 5) | Sense of Sight |
| 6) | Guest Speaker: Corporate Expert Distribution of Assignments |
| 7) | Sense of Hearing Collection of Assignments |
| 8) | Midterm Exam |
| 9) | Guest Speaker: Corporate Expert Collection of Term Projects |
| 10) | Sense of Smell Term Project Presentations |
| 11) | Guest Speaker: Corporate Expert Distribution of Final Projects |
| 12) | Sense of Touch Distribution of Final Projects |
| 13) | Sense of Taste |
| 14) | Guest Speaker: Corporate Expert Sensual Consumer Inputs & Outputs: Attitudes, Memory, Emotions, Perception Collection of Final Projects |
| 15) | Final Project Period |
| 16) | Final Project Period |
| 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. | |||||||||||||||||||||
| 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. | |||||||||||||||||||||
| 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. | |||||||||||||||||||||
| Laboratory Work | ||||||||||||||||||||||
| Computer Use | ||||||||||||||||||||||
| Other Activities | ||||||||||||||||||||||
| Assessment Methods |
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| 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: kurtoglul@mef.edu.tr 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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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 | 6 | 2 | 48 | ||
| Midterm(s) | 1 | 4 | 2 | 6 | |||
| Total Workload | 138 | ||||||
| Total Workload/25 | 5.5 | ||||||
| ECTS | 5 | ||||||