|
|
|
|
| Knowledge
(Described as Theoritical and/or Factual Knowledge.)
|
1) Can express the concepts related to neuromarketing, the structure and functioning of the brain at a basic level, the effects of neuromarketing on consumer purchasing decisions, advertising and subliminal concepts.
|
| Skills
(Describe as Cognitive and/or Practical Skills.)
|
1) Can evaluate how methods derived from consumer psychology and neuroscience are used in advertisements.
Can understand and evaluate the nature of consumers' evaluation and decision-making processes.
|
| Competences
(Described as "Ability of the learner to apply knowledge and skills autonomously with responsibility", "Learning to learn"," Communication and social" and "Field specific" competences.)
|
1) Understands the effects of neuroscience methods on marketing strategies.
Explain the basic principles and theories of consumer psychology and consumer neuroscience.
Can analyze the basic physiological and neural processes and marketing actions (advertising, branding, pricing, etc.) underlying consumer decision making.
Can critically evaluate marketing neuroscience research insights in selected marketing practices.
|
| Week |
Subject |
| Related Preparation |
Pekiştirme |
| 1) |
Introduction to Neuromarketing |
| 2) |
Neuromarketing Techniques and Fields of Useage |
| 3) |
The Structure and Functioning of the Brain and Its Relationship with Neuromarketing |
| 4) |
Consumer and Consumption Facts |
| 5) |
Factors Affecting Consumer Behaviors and Purchasing Decision Prosess |
| 6) |
Stimulants Affecting Consumer Purchase Decisions |
| 7) |
General Assessment |
| 8) |
Mid-term Exam |
| 9) |
Advertising and Perception |
| 10) |
Advertising, Impulse, Motivation and Decision Making |
| 11) |
Conscious, Subconscious, Subliminal Messages and Archetypes |
| 12) |
Factors Affecting the Perception of Subliminal Messages |
| 13) |
Subliminal Message Techniques |
| 14) |
Subconscious Images |
| 15) |
General Assessment |
| 16) |
Final |
| References: |
Zurawicki L. (2010). Neuromarketing: Exploring the Brain of the Consumer, First Edition,Springer Publishing.
P. Georges, S. Bayle, M. Badoc (2013). Neuromarketing in Action, First Edition, Kogan Page Publishing. |
|
| Q & A |
|
| Case Problem Solving/ Drama- Role/ Case Management |
|
| Laboratory |
|
| Quantitative Problem Solving |
|
| Fieldwork |
|
| Group Study / Assignment |
|
| Individual Assignment |
|
| WEB-based Learning |
|
| Internship |
|
| Practice in Field |
|
| Project Preparation |
|
| Report Writing |
|
| Seminar |
|
| Supervision |
|
| Social Activity |
|
| Occupational Activity |
|
| Occupational Trip |
|
| Application (Modelling, Design, Model, Simulation, Experiment et.) |
|
| Reading |
|
| Thesis Preparation |
|
| Field Study |
|
| Student Club and Council Activities |
|
| Other |
|
| Logbook |
|
| Interview and Oral Conversation |
|
| Research |
|
| Watching a movie |
|
| Bibliography preparation |
|
| Oral, inscribed and visual knowledge production |
|
| Taking photographs |
|
| Sketching |
|
| Mapping and marking |
|
| Reading maps |
|
| Copying textures |
|
| Creating a library of materials |
|
| Presentation |
|
| Semester Requirements |
Number of Activities |
Level of Contribution |
| Attendance |
|
% 0 |
| Laboratory |
|
% 0 |
| Application |
|
% 0 |
| Practice Exam |
|
% 0 |
| Quizzes |
|
% 0 |
| Homework Assignments |
|
% 0 |
| Presentation |
|
% 0 |
| Project |
|
% 0 |
| Special Course Internship (Work Placement) |
|
% 0 |
| Field Study |
|
% 0 |
| Article Critical |
|
% 0 |
| Article Writing |
|
% 0 |
| Module Group Study |
|
% 0 |
| Brainstorming |
|
% 0 |
| Role Playing + Dramatizing |
|
% 0 |
| Out of Class Study |
|
% 0 |
| Preliminary Work, Reinforcement |
|
% 0 |
| Application Repetition etc. |
|
% 0 |
| Homework (reading, writing, watching movies, etc.) |
|
% 0 |
| Project Preparation + Presentation |
|
% 0 |
| Report Preparation + Presentation |
|
% 0 |
| Presentation / Seminar Preparation + Presenting |
|
% 0 |
| Oral examination |
|
% 0 |
| Midterms |
1 |
% 40 |
| Final |
1 |
% 60 |
| Practical Final |
|
% 0 |
| Report Submission |
|
% 0 |
| Bütünleme |
|
% 0 |
| Bütünleme Pratik |
|
% 0 |
| Kanaat Notu |
|
% 0 |
| Committee |
|
% 0 |
| Yazma Ödev Dosyası |
|
% 0 |
| Portfolio |
|
% 0 |
| Take-Home Exam |
|
% 0 |
| Logbook
|
|
% 0 |
| Participation |
|
% 0 |
| Discussion |
|
% 0 |
| total |
% 100 |
| PERCENTAGE OF SEMESTER WORK |
|
% 40 |
| PERCENTAGE OF FINAL WORK |
|
% 60 |
| total |
% 100 |
| Activities |
Number of Activities |
Workload |
| Course Hours |
16 |
32 |
| Laboratory |
|
|
| Application |
|
|
| Practice Exam |
|
|
| Special Course Internship (Work Placement) |
|
|
| Field Work |
|
|
| Study Hours Out of Class |
|
|
| Article Critical |
|
|
| Article Writing |
|
|
| Module Group Study |
|
|
| Brainstorming |
|
|
| Role Playing + Dramatizing |
|
|
| Out-of-Class Study (Pre-study, Reinforcement, Practice Review, etc.) |
|
|
| Homework (reading, writing, watching movies, etc.) |
|
|
| Project Preparation + Presentation |
|
|
| Report Preparation + Presentation |
|
|
| Presentation / Seminar Preparation + Presenting |
|
|
| Oral examination |
|
|
| Preparing for Midterm Exams |
1 |
2 |
| MIDTERM EXAM (Visa) |
1 |
2 |
| Preparing for the General Exam |
1 |
2 |
| GENERAL EXAM (Final) |
1 |
2 |
| Participation |
16 |
32 |
| Discussion |
16 |
32 |
| Portfolio |
|
|
| Take-Home Exam |
|
|
| Logbook
|
|
|
| Total Workload |
104 |
| ECTS (30 saat = 1 AKTS ) |
3 |
