| Medicine | |||||
| Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 | ||
| Course Code: | YMI268 | ||||||||
| Course Name: | Nöropazarlama | ||||||||
| Course Semester: |
Spring |
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| Course Credits: |
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| Language of instruction: | TR | ||||||||
| Course Requisites: | |||||||||
| Does the Course Require Work Experience?: | No | ||||||||
| Type of course: | University Elective | ||||||||
| Course Level: |
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| Mode of Delivery: | Face to face | ||||||||
| Course Coordinator : | Dr.Öğr.Üyesi SEMRA GEÇKİN ONAT | ||||||||
| Course Lecturer(s): |
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| Course Assistants: |
| Course Objectives: | The aim of this course is to explain how marketing strategies are related to brain-based decision-making processes, to teach how to analyse consumer behaviour with neuroscientific data and to raise awareness about how businesses can use this information ethically. |
| Course Content: | Neuromarketing is a field that combines neuroscience and marketing disciplines to understand the effects of consumer behaviour on the brain and nervous system. In this course, topics such as the use of tools such as fMRI, EEG in marketing research, the effect of emotions on the decision-making process, brand and advertisement perception are discussed. |
The students who have succeeded in this course;
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| Week | Subject | Related Preparation |
| 1) | Overview and Definitions of Neuromarketing | |
| 2) | Consumer Behaviour and Decision Making Processes | |
| 3) | Brain Structure, Neurological Basis and Relationship with Marketing | |
| 4) | Methods Used in Neuromarketing: fMRI, EEG, Eye Tracking | |
| 5) | The Role of Emotions in Marketing | |
| 6) | Attention, Perception and Memory: Advertising and Brand Effects | |
| 7) | Neuromarketing and Brand Loyalty | |
| 8) | midterm exam | |
| 9) | Reactions of the Brain in Advertisements: Sample Campaign Analyses | |
| 10) | Packaging Design and Consumer Perception | |
| 11) | Point of Sale Experience and Neurological Reactions | |
| 12) | Neuromarketing and Ethical Debates | |
| 13) | Future Trends and Technologies in Neuromarketing | |
| 14) | Term Project Presentations | |
| 15) | General Evaluation |
| Course Notes / Textbooks: | Beyin ve Tüketici Davranışları Nörobilimde Kullanılan Araçlar Duyular ve Tüketici Deneyimi |
| References: | Buyology – Martin Lindstrom The Buying Brain – A.K. Pradeep Neuromarketing: Exploring the Brain of the Consumer – Leon Zurawicki “Neuromarketing: The New Science of Consumer Behavior” – Journal of Consumer Behaviour “Brain structures associated with motivation and reward in consumer behavior” – Harvard Business Review |
| Learning Outcomes | 1 |
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3 |
4 |
5 |
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| Program Outcomes | ||||||||||
| 1) 1. Explains the natural structure, functioning and development of the human body in the integrity of cells, tissues and systems. | ||||||||||
| 7) Treat patients in emergency situations and transport the patient when needed | ||||||||||
| 8) Perform preventive medicine and forensic medicine applications | ||||||||||
| 9) Evaluate the effects of environmental factors on human health | ||||||||||
| 10) Gain knowledge about the structure and functioning of the National Health System | ||||||||||
| 11) Advocate for the health promotion, and development of health care services for the benefits of the individuals in the community | ||||||||||
| 12) Define legal responsibilities and ethical principles | ||||||||||
| 13) Act in accordance with professional values, ethical principles and legal regulations | ||||||||||
| 14) Take responsibility for lifelong learning and personal assessment | ||||||||||
| 15) Organize and attend to scientific meetings and conduct scientific projects | ||||||||||
| 16) Know at least one common foreign language sufficient to keep up with current medical literature and communicate with peers; and use statistics and computer programmes to evaluate scientific studies | ||||||||||
| No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
| Program Outcomes | Level of Contribution | |
| 1) | 1. Explains the natural structure, functioning and development of the human body in the integrity of cells, tissues and systems. | |
| 7) | Treat patients in emergency situations and transport the patient when needed | |
| 8) | Perform preventive medicine and forensic medicine applications | |
| 9) | Evaluate the effects of environmental factors on human health | |
| 10) | Gain knowledge about the structure and functioning of the National Health System | |
| 11) | Advocate for the health promotion, and development of health care services for the benefits of the individuals in the community | |
| 12) | Define legal responsibilities and ethical principles | |
| 13) | Act in accordance with professional values, ethical principles and legal regulations | |
| 14) | Take responsibility for lifelong learning and personal assessment | |
| 15) | Organize and attend to scientific meetings and conduct scientific projects | |
| 16) | Know at least one common foreign language sufficient to keep up with current medical literature and communicate with peers; and use statistics and computer programmes to evaluate scientific studies |
| Individual study and homework | |
| Group study and homework | |
| Q&A / Discussion | |
| Case Study |
| Written Exam (Open-ended questions, multiple choice, true-false, matching, fill in the blanks, sequencing) | |
| Homework | |
| Presentation |
| Semester Requirements | Number of Activities | Level of Contribution |
| Midterms | 1 | % 40 |
| Final | 1 | % 60 |
| total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 40 | |
| PERCENTAGE OF FINAL WORK | % 60 | |
| total | % 100 | |
| Activities | Number of Activities | Duration (Hours) | Workload |
| Course Hours | 8 | 5 | 40 |
| Study Hours Out of Class | 15 | 5 | 75 |
| Presentations / Seminar | 2 | 4 | 8 |
| Homework Assignments | 2 | 2 | 4 |
| Quizzes | 2 | 2 | 4 |
| Midterms | 1 | 2 | 2 |
| Final | 1 | 2 | 2 |
| Total Workload | 135 | ||