BMKT 4053 - Consumer Behavior

3 credits

How can studying the brain improve our understanding of consumer behavior? This course delves into the integration of neuroscience and marketing, shedding light on how studying the brain can revolutionize our comprehension of consumer behavior. Historically confined primarily to medical applications, neuroscience has recently seen accelerated growth due to breakthroughs in measurement and computation. As a result, it now offers a wealth of opportunities in the marketing arena. This specialized course provides an overview of the neuroscience principles that underlie marketing research, product development, and ultimately, marketing strategies.