Sociology
Bachelor	TR-NQF-HE: Level 6	QF-EHEA: First Cycle	EQF-LLL: Level 6

General course introduction information

Course Code:

YMI268

Course Name:

Neuromarketing

Course Semester:

Spring

Course Credits:

Theoretical	Practical	Credit	ECTS
3	0	3	5

Language of instruction:

Course Requisites:

Does the Course Require Work Experience?:

Type of course:

Common Pool

Course Level:

Bachelor

TR-NQF-HE:6. Master`s Degree

QF-EHEA:First Cycle

EQF-LLL:6. Master`s Degree

Mode of Delivery:

Face to face

Course Coordinator :

Dr.Öğr.Üyesi SEMRA GEÇKİN ONAT

Course Lecturer(s):

Course Assistants:

Course Objective and Content

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.

Learning Outcomes

The students who have succeeded in this course;

Learning Outcomes

1 - Knowledge
Theoretical - Conceptual
1) Explains the concept of neuromarketing and its historical development.
2) Analyses consumer behaviour with a brain-based approach.
2 - Skills
Cognitive - Practical
1) Recognise and classify the basic neuroscientific tools used in neuromarketing.
2) Evaluates the cerebral effects of advertising, packaging and brand strategies.
3) Discusses the ethical dimensions of neuromarketing.
3 - Competences
Communication and Social Competence
Learning Competence
Field Specific Competence
Competence to Work Independently and Take Responsibility

Lesson Plan

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

Sources

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

Course-Program Learning Outcome Relationship

Learning Outcomes	1	2	3	4	5
Program Outcomes
1) Gains the ability to interpret social developments with the theoretical knowledge that is acquired and a critical perspective.
2) Has knowledge about other disciplines and is open to lifelong learning to be able to success interdisciplinary work.
3) Has the ability to observe social, scientific and ethical values in the stages of data collection, interpretation and announcement while conducting research in the field.
4) Graduates with a good knowledge of at least one foreign language and one foreign language at the entry level.
5) Gains a professional perspective with good observation ability and empathy.
6) Gains the ability to collect local, national and international data and conduct research in the field of social science.
7) Can make explanations to expert or non-expert audiences about their field or social issues, inform them and convey their thoughts, problems and solutions clearly in written and oral form.
8) Adopts various internship programs and applied studies.
9) Gains knowledge to work as a researcher, consultant or expert in the public or private sector.
10) Complies with the ethical rules accepted and encouraged by TÜBİTAK, YÖK and TÜBA and universal science within the context of research, and education.

Course - Learning Outcome Relationship

No Effect	1 Lowest	2 Low	3 Average	4 High	5 Highest

	Program Outcomes	Level of Contribution
1)	Gains the ability to interpret social developments with the theoretical knowledge that is acquired and a critical perspective.
2)	Has knowledge about other disciplines and is open to lifelong learning to be able to success interdisciplinary work.	5
3)	Has the ability to observe social, scientific and ethical values in the stages of data collection, interpretation and announcement while conducting research in the field.
4)	Graduates with a good knowledge of at least one foreign language and one foreign language at the entry level.
5)	Gains a professional perspective with good observation ability and empathy.
6)	Gains the ability to collect local, national and international data and conduct research in the field of social science.
7)	Can make explanations to expert or non-expert audiences about their field or social issues, inform them and convey their thoughts, problems and solutions clearly in written and oral form.
8)	Adopts various internship programs and applied studies.
9)	Gains knowledge to work as a researcher, consultant or expert in the public or private sector.
10)	Complies with the ethical rules accepted and encouraged by TÜBİTAK, YÖK and TÜBA and universal science within the context of research, and education.

Learning Activity and Teaching Methods

Individual study and homework
Group study and homework
Q&A / Discussion
Case Study

Assessment & Grading Methods and Criteria

Written Exam (Open-ended questions, multiple choice, true-false, matching, fill in the blanks, sequencing)
Homework
Presentation

Assessment & Grading

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

Workload and ECTS Credit Grading

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