Consumer Neuroscience How Brain Science Is Informing Bus

AY2023/2024 Semester 2

Marketers are now beginning to appreciate the many and varied roles that our unconscious mind plays in consumer responses, choices and behaviour. This has led to the emergence of a new type of marketing, one that is based on a scientific model of consumer choice and behaviour, and that recognizes the functions of both unconscious and conscious brain processes. This is referred to as 'intuitive marketing'. The purpose of this course is to educate students as to how traditional models of marketing are being revised and updated to incorporate what we now know about how the human brain works to create more effective ways of engaging and communicating with consumers in today's digital age. This course will prepare students to adapt to a groundbreaking shift change in marketing strategy and is relevant for anyone planning a career in any industry which relies on accurate understanding of consumers, customers or clients for their success. The course is particularly recommended for those looking to pursue a career in new product development, entrepreneurship, marketing, advertising and market research.