Neuro Marketing Research
A.Y. 2024/2025
Learning objectives
In recent years, Neuromarketing has received increasing attention thanks to its prevalent application in advertising, with the aim of increasing the persuasive effectiveness of communication. Often, however, this has led to an extremely reductive conception of his real contribution to the discipline, as well as to the definition of correct marketing strategies and policies.
The Neuro Marketing Research course, in fact, intends to refocus attention, first of all, on the added value of neuroscience to the most advanced research on consumer behavior, allowing to deepen the nature of evaluation and decision-making processes, with objective evidence, starting from complexity of the interaction between the cognitive and emotional dimensions.
In this perspective, the course is therefore configured as an advanced consumer behavior course and therefore requires a good basic knowledge of the subject and marketing management.
In addition to retracing the origins of neuromarketing - as a result of the integration of neuroscience, social psychology and behavioral economics - the course intends to offer a vision of the theoretical and methodological framework that can correctly address the design of the so-called neurotest - using the appropriate detection technologies (brain activity as well as the set of biometric measures), according to specific research objectives, and highlighting the complementarity with traditional marketing research methodologies.
In fact, the various fields of application of these research methodologies have not only made a contribution to improving choices in the strategic (segmentation, positioning, brand management, product development) and/or tactical-operational (in pricing, advertising, point of sale, web site, e-commerce) contexts, but has also contributed to substantial advances on the theoretical level of the same discipline.
In summary, the course therefore aims to:
- illustrate the origins, the fundamentals of the discipline and the strengths of the approach, compared to traditional marketing;
- deepen the enabling technologies, with particular regard to the most innovative ones;
- identify the main areas of application and the results obtained, according to the most recent literature;
- deepen the research methodology, also on an operational level, to learn how to integrate a marketing neurotest into traditional activity.
The Neuro Marketing Research course, in fact, intends to refocus attention, first of all, on the added value of neuroscience to the most advanced research on consumer behavior, allowing to deepen the nature of evaluation and decision-making processes, with objective evidence, starting from complexity of the interaction between the cognitive and emotional dimensions.
In this perspective, the course is therefore configured as an advanced consumer behavior course and therefore requires a good basic knowledge of the subject and marketing management.
In addition to retracing the origins of neuromarketing - as a result of the integration of neuroscience, social psychology and behavioral economics - the course intends to offer a vision of the theoretical and methodological framework that can correctly address the design of the so-called neurotest - using the appropriate detection technologies (brain activity as well as the set of biometric measures), according to specific research objectives, and highlighting the complementarity with traditional marketing research methodologies.
In fact, the various fields of application of these research methodologies have not only made a contribution to improving choices in the strategic (segmentation, positioning, brand management, product development) and/or tactical-operational (in pricing, advertising, point of sale, web site, e-commerce) contexts, but has also contributed to substantial advances on the theoretical level of the same discipline.
In summary, the course therefore aims to:
- illustrate the origins, the fundamentals of the discipline and the strengths of the approach, compared to traditional marketing;
- deepen the enabling technologies, with particular regard to the most innovative ones;
- identify the main areas of application and the results obtained, according to the most recent literature;
- deepen the research methodology, also on an operational level, to learn how to integrate a marketing neurotest into traditional activity.
Expected learning outcomes
In line with the objectives, the course aims to help increase both neuromarketing knowledge in the context of a correct theoretical framework, and to develop specific skills in the design and implementation of a neurotest.
In addition to the knowledge of the subject, therefore, students will be asked to evaluate when, how and why neuromarketing can support marketing research and the definition of the marketing strategy.
At the end of the course, students will acquire the ability to critically evaluate and discuss the impact, development and use of these logics and technologies. The final exam aims to verify the expected learning outcomes in relation to these topics; in the case of attending students, the assessment is conducted both on the level of knowledge and verifying the skills, thanks to the development of a real neurotest project.
In addition to the knowledge of the subject, therefore, students will be asked to evaluate when, how and why neuromarketing can support marketing research and the definition of the marketing strategy.
At the end of the course, students will acquire the ability to critically evaluate and discuss the impact, development and use of these logics and technologies. The final exam aims to verify the expected learning outcomes in relation to these topics; in the case of attending students, the assessment is conducted both on the level of knowledge and verifying the skills, thanks to the development of a real neurotest project.
Lesson period: Second trimester
Assessment methods: Esame
Assessment result: voto verbalizzato in trentesimi
Single course
This course can be attended as a single course.
Course syllabus and organization
Single session
Responsible
Lesson period
Second trimester
Course syllabus
Neuro Marketing Research Course Program
The Neuro Marketing Research course is ideally structured in three parts:
-Part One: Conceptual and Disciplinary Framework
The first part provides a conceptual and disciplinary framework of neuromarketing. It covers the origins and current evolution of the field, outlining the main future prospects, especially considering the evolution of enabling technologies (such as AI and virtual reality) used in research. This phase also delves into the essence of neuromarketing research, focusing on studying the unconscious mind of consumers and how it reacts to different types of stimuli.
-Part Two: Application of Research Methodologies
The second part of the course is focused on the different fields of application of the research methodologies. It addresses both strategic marketing decisions (segmentation, positioning, branding & brand management, new product development) and more operational decisions (such as packaging, advertising both online and offline, pricing, point of sale, website & e-commerce). It also explores the impact of these principles on entire sectors, like Design or Entertainment. For each application area, the contributions of neuromarketing research to conceptual models and research methods are highlighted, emphasizing the integration of the most suitable technologies for each thematic area and specific research objective.
-Part Three: Applied Research
The third moment is dedicated to applied research, according to a holistic approach that enhances the complementarities with respect to traditional research methodologies. In this perspective, students are guided through the design of a research project and the development of an actual neurotest, culminating in the crucial stage of interpreting the results.
The Neuro Marketing Research course is ideally structured in three parts:
-Part One: Conceptual and Disciplinary Framework
The first part provides a conceptual and disciplinary framework of neuromarketing. It covers the origins and current evolution of the field, outlining the main future prospects, especially considering the evolution of enabling technologies (such as AI and virtual reality) used in research. This phase also delves into the essence of neuromarketing research, focusing on studying the unconscious mind of consumers and how it reacts to different types of stimuli.
-Part Two: Application of Research Methodologies
The second part of the course is focused on the different fields of application of the research methodologies. It addresses both strategic marketing decisions (segmentation, positioning, branding & brand management, new product development) and more operational decisions (such as packaging, advertising both online and offline, pricing, point of sale, website & e-commerce). It also explores the impact of these principles on entire sectors, like Design or Entertainment. For each application area, the contributions of neuromarketing research to conceptual models and research methods are highlighted, emphasizing the integration of the most suitable technologies for each thematic area and specific research objective.
-Part Three: Applied Research
The third moment is dedicated to applied research, according to a holistic approach that enhances the complementarities with respect to traditional research methodologies. In this perspective, students are guided through the design of a research project and the development of an actual neurotest, culminating in the crucial stage of interpreting the results.
Prerequisites for admission
In order to be able to successfully follow the course, an excellent knowledge of the entire marketing management process - with particular regard to consumer behavior - and of statistical analysis methodologies is required. In fact, the ability to use some software for data processing (eg: SPSS or R) is particularly appreciated.
Teaching methods
The course is structured in three ways, conducted in parallel throughout the course:
- frontal lessons aimed at deepening various aspects of neuromarketing, taking into account multidisciplinary contributions;
- sessions dedicated to applied research methodology;
- coordination meetings with individual research teams, aimed at guiding the definition of the research project design up to the implementation of a neurotest.
- frontal lessons aimed at deepening various aspects of neuromarketing, taking into account multidisciplinary contributions;
- sessions dedicated to applied research methodology;
- coordination meetings with individual research teams, aimed at guiding the definition of the research project design up to the implementation of a neurotest.
Teaching Resources
Slides of the lessons (vedi sito web del corso http://ariel.ctu.unimi.it)
Paper Collection - Didactic material (https://labonline.ctu.unimi.it/course/view.php?id=289)
Neuromarketing for Dummies, 2013, Genco S. J., Pohlmann, Peter Steidl, John Wiley & Sons [this volume may be replaced, depending on the timing of the release of a new textbook]
Genco S.J., 2019, Intuitive Marketing. What Marketers Can Learn from Brain Science, ICI-LLC
Paper Collection - Didactic material (https://labonline.ctu.unimi.it/course/view.php?id=289)
Neuromarketing for Dummies, 2013, Genco S. J., Pohlmann, Peter Steidl, John Wiley & Sons [this volume may be replaced, depending on the timing of the release of a new textbook]
Genco S.J., 2019, Intuitive Marketing. What Marketers Can Learn from Brain Science, ICI-LLC
Assessment methods and Criteria
The evaluation takes place through a written exam, consisting of open questions aimed at verifying:
- knowledge of the various content and methodological aspects of neuro marketing and of the respective managerial implications;
- the ability to use this approach to tackle concrete problems, highlighting any strengths and weaknesses compared to more traditional research methodologies.
For "attending" students (i.e., those who have attended at least 80% of the lessons), the assessment is based respectively on the outcome of:
- a group assignment (30% of the final grade, subject to peer evaluation) in neuromarketing research aimed at exploring a specific topic with reference to one of the application areas analyzed in class, starting from the definition of the research project design, delving into it through the conduct of qualitative-quantitative field research, up to the implementation of a neurotest to verify the results obtained.
The final evaluation therefore allows to verify:
- knowledge of the methodological contributions of the discipline;
- skills in applied research in marketing;
- the soft skills acquired, relating to teamwork and the enhancement of results.
- knowledge of the various content and methodological aspects of neuro marketing and of the respective managerial implications;
- the ability to use this approach to tackle concrete problems, highlighting any strengths and weaknesses compared to more traditional research methodologies.
For "attending" students (i.e., those who have attended at least 80% of the lessons), the assessment is based respectively on the outcome of:
- a group assignment (30% of the final grade, subject to peer evaluation) in neuromarketing research aimed at exploring a specific topic with reference to one of the application areas analyzed in class, starting from the definition of the research project design, delving into it through the conduct of qualitative-quantitative field research, up to the implementation of a neurotest to verify the results obtained.
The final evaluation therefore allows to verify:
- knowledge of the methodological contributions of the discipline;
- skills in applied research in marketing;
- the soft skills acquired, relating to teamwork and the enhancement of results.
SECS-P/08 - MANAGEMENT - University credits: 9
Lessons: 60 hours
Professors:
Iacovone Laura Rita, Orlandi Glauco
Professor(s)