ID:
EM03
Tipo Insegnamento:
Opzionale
Durata (ore):
48
CFU:
6
SSD:
ECONOMIA E GESTIONE DELLE IMPRESE
Url:
MANAGEMENT/BASE Anno: 2
Anno:
2024
Dati Generali
Periodo di attività
Primo Semestre (09/09/2024 - 30/11/2024)
Syllabus
Obiettivi Formativi
This course introduces the interdisciplinary field of neuromarketing. Neuromarketing is proposed to reveal information about customer behavior that traditional marketing techniques cannot provide. In this course, we will examine consumer preferences and reactions to marketing actions by using insights and methods from consumer psychology and neuroscience. In doing so, we will mainly focus on consumer as an individual, but we will also explore how social context and social variables influence consumer behavior. The basic idea of the course is that purchase behavior is largely driven by processes that occur outside a consumer's conscious awareness. By understanding these unconscious processes, marketers can predict consumer behavior more accurately.
Prerequisiti
No specific prior knowledge is required. In any case, familiarity with the basic concepts of economics and statistics is certainly useful for increasing the "absorbing capacity" and making the learning process of theories, models, tools and techniques on which the course of Marketing focuses.
Metodi didattici
Synchronous lessons: presentation and discussion of the essential concepts that are part of the study program, seasoned with the right amount of interactivity and student participation, both prompted by the teacher and spontaneously.
• Group work (and presentations): students will have the opportunity to carry out group work of a highly applicative nature on case studies and on a company business case, both articulated and demanding.
• Guest speaker speeches: some webinars are planned, which will host the speeches of important exponents of the neuromarketing community, who will share their experience and their vision on the phenomena studied in the course.
• Discussion of scientific papers: some scientific articles relating to specific themes of the program will be presented by the teacher and subsequently discussed in the classroom, in order to allow students to familiarize themselves with the “noble” sources of generation of marketing knowledge (and not only).
• Group work (and presentations): students will have the opportunity to carry out group work of a highly applicative nature on case studies and on a company business case, both articulated and demanding.
• Guest speaker speeches: some webinars are planned, which will host the speeches of important exponents of the neuromarketing community, who will share their experience and their vision on the phenomena studied in the course.
• Discussion of scientific papers: some scientific articles relating to specific themes of the program will be presented by the teacher and subsequently discussed in the classroom, in order to allow students to familiarize themselves with the “noble” sources of generation of marketing knowledge (and not only).
Verifica Apprendimento
For attending students
Written exam 30%: students complete a 1:30-hour written exam (5 short essay questions) on the lecture topics and assigned readings from the course.
Team work executed during the course 50%: students form groups (4-5 members per group), produce a Neuromarketing research proposal and give a 25-minute in-class group presentation on the proposal
Individual participation in-class discussions 20%
For non attending students
Final exam 100%: students complete a 1:30-hour written exam (6 short essay questions) on the lecture topics and assigned readings from the course
Written exam 30%: students complete a 1:30-hour written exam (5 short essay questions) on the lecture topics and assigned readings from the course.
Team work executed during the course 50%: students form groups (4-5 members per group), produce a Neuromarketing research proposal and give a 25-minute in-class group presentation on the proposal
Individual participation in-class discussions 20%
For non attending students
Final exam 100%: students complete a 1:30-hour written exam (6 short essay questions) on the lecture topics and assigned readings from the course
Testi
1. “Introduction to Neuromarketing & Consumer Neuroscience”, (2015) by Dr. Thomas Z. Ramsoy
2. “Digital Neuromarketing: The Psychology of Persuasion in The Digital Age”, (2015) by Sam Page
Selected articles from international marketing and neuroscience journals.
2. “Digital Neuromarketing: The Psychology of Persuasion in The Digital Age”, (2015) by Sam Page
Selected articles from international marketing and neuroscience journals.
Contenuti
- Introduction to Neuromarketing & Consumer Neuroscience
- The Brain & Neuromarketing Toolbox
- Sense & Perception
- Attention & Consciousness
- Emotions & Feelings
- Learning & Memory
- Wanting, Liking & Neural Predictors of Choice
- How to Conduct Neuromarketing Research
- The Psychology of Persuasion
- The Psychology of Pricing
- The Psychology of Web Design
- The Psychology of Social Media Marketing
- Neuromarketing Case Study
- Social Consumer Neuroscience
- The Brain & Neuromarketing Toolbox
- Sense & Perception
- Attention & Consciousness
- Emotions & Feelings
- Learning & Memory
- Wanting, Liking & Neural Predictors of Choice
- How to Conduct Neuromarketing Research
- The Psychology of Persuasion
- The Psychology of Pricing
- The Psychology of Web Design
- The Psychology of Social Media Marketing
- Neuromarketing Case Study
- Social Consumer Neuroscience
Risultati di Apprendimento Attesi
Knowledge and understanding: At the end of the course the student will have developed the ability to present the analytical, strategic and operational principles of neuromarketing and its role in organizations. This ability will be mainly acquired through synchronous and asynchronous lessons.
• Ability to apply knowledge and understanding: At the end of the course the student will have developed the ability to apply the analytical, strategic and operational knowledge of neuromarketing to real situations drawn from the business world. This ability will be acquired through the presentation of reference interpretative models and the development of practical projects during the course, mainly acquired through group work on the projects envisaged in the program.
• Independent judgment: At the end of the course, the student will have acquired the ability to analyze problems and the ability to identify the information necessary for their solution.
Specifically, critical thinking, problem solving, self-management, teamwork, relationship and communication skills will be adequately developed, which enhance and make the disciplinary skills more usable. This ability will be acquired both through discussion during the lessons and through group work.
• Communication skills: At the end of the course the student will have acquired adequate skills and tools for the management and transmission of information and data, both to specialists and non-specialists in the subject. This ability will be acquired both through discussion during the lessons and through group work, and in particular through the oral presentations associated with these.
• Learning skills: The course mainly aims to develop methodological skills, cognitive tools and skills that allow the student to know the techniques of neuromarketing and to adapt them to the specificity of the reference context. At the end of the course the student will be able to deepen the study of the subject independently. This ability will be acquired through all the components of the teaching method.
• Ability to apply knowledge and understanding: At the end of the course the student will have developed the ability to apply the analytical, strategic and operational knowledge of neuromarketing to real situations drawn from the business world. This ability will be acquired through the presentation of reference interpretative models and the development of practical projects during the course, mainly acquired through group work on the projects envisaged in the program.
• Independent judgment: At the end of the course, the student will have acquired the ability to analyze problems and the ability to identify the information necessary for their solution.
Specifically, critical thinking, problem solving, self-management, teamwork, relationship and communication skills will be adequately developed, which enhance and make the disciplinary skills more usable. This ability will be acquired both through discussion during the lessons and through group work.
• Communication skills: At the end of the course the student will have acquired adequate skills and tools for the management and transmission of information and data, both to specialists and non-specialists in the subject. This ability will be acquired both through discussion during the lessons and through group work, and in particular through the oral presentations associated with these.
• Learning skills: The course mainly aims to develop methodological skills, cognitive tools and skills that allow the student to know the techniques of neuromarketing and to adapt them to the specificity of the reference context. At the end of the course the student will be able to deepen the study of the subject independently. This ability will be acquired through all the components of the teaching method.
Criteri Necessari per l'Assegnazione del Lavoro Finale
To request the thesis, the candidate must submit to the professor a proposal (max 2000 words) in which he describes his curriculum studiorum (exams and marks passed and missing), the topic or topics of interest and the bibliographic references or practical cases to which he intends to draw inspiration. The assignment is recommended for students who have a maximum of 3 exams left. Each topic of interest to the student will be evaluated by the teacher with the utmost availability.
Depending on the theme chosen, the candidate will have to choose between the development of a thesis based on a review of scientific literature and an applicative case study or on an experimental thesis. This choice is absolutely free and unconditional and is totally discretionary for the student.
Depending on the theme chosen, the candidate will have to choose between the development of a thesis based on a review of scientific literature and an applicative case study or on an experimental thesis. This choice is absolutely free and unconditional and is totally discretionary for the student.
Corsi
Corsi
MANAGEMENT
Laurea Magistrale
2 anni
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Persone
Persone (2)
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