General Information about the Course

Course Code:	IKU-H-311
Course Title:	Neuromarketing
Course Semester:	2. Semester / Spring
Course Credits:	Theoretical Practical Credit ECTS 2 0 2 3
Language of instruction:	TR
Prerequisite of the course:	No
Ders İş Deneyimini Gerektiriyor mu?:	No
Type of course:	Non-Departmental Elective
Level of course:	Associate TR-NQF-HE:5. Master`s Degree QF-EHEA:Short Cycle EQF-LLL:5. Master`s Degree
Course Lecturer(s):	Lecturer Aslı Erdoğdu
Course Assistants:

Purpose and content of the course

Course Objectives:	The main purpose of this course; to provide students with awareness of the neuromarketing discipline.
Course Objective:	To be able to look at the topics covered in this course critically and creatively.
Mode of Delivery:	E-Learning

Learning Outcomes

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.

Course Topics

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.

Ders - Program Öğrenme Kazanım İlişkisi

No Effect	1 Lowest	2 Average	3 Highest

Ders Öğrenme Kazanımları	1	2	3
Program Outcomes
1) Knows skin types and structures.
2) Knows the hygiene steps to be followed before and after all procedures.
3) Knows the legal regulations and regulations in force in the hair care and beauty services industry.
4) She/He has professional knowledge of anatomy and physiology.
5) Knows cosmetic products.
6) Knows the points to be considered in epilation application.
7) Knows basic make-up application.
8) She/He has basic knowledge about the field of "Permanent Make-up".
9) She/He has basic knowledge about the field of "Stage and Lens Make-up".
10) With the theoretical and practical courses she/he takes, she/he can determine her skin type and care practices by performing skin analysis.
11) Can care for hands, feet and nails.
12) Can do body and skin care.
13) Can apply Basic Makeup.
14) Can apply massage techniques.
15) Can communicate effectively with customers and colleagues.
16) By improving the perception of aesthetics and beauty, one can apply new hair cutting techniques and make-up techniques.
17) Knows the holistic approach to the concept of beauty.
18) Can be a business manager in the hair care and beauty services industry.
19) It can save its customers from mediocrity by bringing unique innovations in image and style creation.
20) Can do personalized haircuts and coloring.

Course Teaching, Learning Methods

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

Evaluation System

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

Calculation of Workload and ECTS Credits

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