Details
Instructors: Giuseppe Turchetti. g.turchetti [at] sssup.it; Ugo Faraguna
Class hours: 36, 6 ECTS
Syllabus 2018-2019
Contents
The course is organized in three parts:
Objectives
By the end of the course the students should be able to: i) understand the rationale and tool of conventional and non conventional marketing; ii) understand and interpret basic neuroscientific imaging data; iii) develop an overall critical approach to neuromarketing consultancy; iv) design an eye-tracking experiment.
List of Topics
- Intro to Marketing (definition, analysis, segmentation, targeting and positioning strategies, tools, differences between marketing of products and marketing of services)
- Non Conventional Marketing (What is, tribe marketing, Guerrilla marketing, Viral Marketing)
- Consumer Neuroscience (principles of Functional Neuroanatomy, evolution of the brain, introduction to brain imaging, general principles of brain funtion, top-down and bottom-up processes, eye-tracking approach to marketing)
Teaching methods
Lectures are of three types: i) traditional lectures, where the lecturer presents topics ii) journal clubs, during which students will have the chance to critically read and present relevant literature iii) experimental paradigm design, eye-tracking data collection and analysis.
Evaluation method
50% of the final score will be assigned by individual and group assignments during the course.
The remaining 50% of the final score will be based on the written exam at the end of the course. A sufficient grade (18/30) is at minimum needed in the written exam to pass.