Nanyang Technological University

Nanyang Business School

Nanyang Business School - Undergraduate Programmes

Course Description

BU8545 Consumer Neuroscience: How Brain Science Is Informing Business

Acad Unit: 3
Pre-requisite: NIL

Course Description:

This course will introduce students to the field of neuromarketing and consumer neuroscience. Neuromarketing involves capturing consumers’ subconscious responses to brands, products and marketing materials in order to predict their purchasing behaviour more accurately than traditional market research methods (e.g. focus groups and surveys which are confounded by the fact that many times people either don’t tell the truth about what they think or they don’t know how they feel). The approach is now widely used by multinational companies to develop superior products that will also succeed in a global marketplace.

The course will delve into the range of different neuromarketing techniques that are currently available (e.g. eyetracking while people use websites to see what they are attending to, monitoring brain activity while they viewing adverts or new product ideas to measure their emotions etc) and discuss the pros and cons of the different methods. Case studies will be used to demonstrate how the different approaches are being used by companies to tackle a very wide range of marketing questions. Students will also learn how insights from the fields of cognitive psychology and neuroscience can be applied in order to make marketing messages and communications more attention grabbing, more memorable and emotionally engaging. 

Also covered will be emerging research showing how digital technology is re-wiring the human brain and changing our behaviour in subtle ways but which marketers need to understand in order to create campaigns and messages that will be effective in today’s digital environment. This course is vital for anyone who wants to understand consumers or customers at a deep, emotional level and to be able to market messages to consumers with greater precision.