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BUS 51 — Neuromarketing: How Brain Science Is Changing Marketing as We Know It

Quarter: Spring
Day(s): Mondays
Course Format: On-campus course
Duration: 6 weeks
Date(s): Apr 3—May 8
Time: 7:00—9:00 pm
Drop Deadline: Apr 16
Unit: 1
Tuition: $380
Instructor(s): Stephen Genco
On-campus course
7:00—9:00 pm
Apr 3—May 8
6 weeks
Drop By
Apr 16
1 Unit
Stephen Genco
Neuromarketing is an emerging cross-disciplinary field that studies how the consumer’s brain responds to marketing, brands, products, and shopping. Recent advances in brain science have been applied by neuromarketers to help marketers and market researchers find new answers to the age-old question: Why do people buy?

Neuromarketing is not a new kind of marketing but rather a suite of measurement tools that allows marketers and marketing researchers to measure the consumer’s responses to products and brands in new ways. Using these tools, marketers can generate new insights and more effective marketing strategies. Organizations can incorporate neuromarketing either by building their own capabilities in-house or by working with specialist research firms, just as they work with other outside market research experts. In this course, students will gain a thorough understanding of this new field, covering both the hope and the hype. Topics focus on how neuromarketing can help businesses achieve a deeper understanding of their customers—how they think, how they decide, and how they buy.

This is not a course on brain anatomy. We will start with the fundamentals—how do consumers really think, feel, and act? We will highlight several crucial nonconscious processes that underlie consumer choice and behavior. We will then explore how neuromarketing measures and metrics capture consumer responses in ways that differ fundamentally from traditional marketing methods, using real-world examples from advertising, branding, product development, shopping, and entertainment. Finally, we will dig into the practical implications of neuromarketing—how lessons from brain science are causing marketers to begin rethinking traditional marketing practices, how organizations can best succeed with neuromarketing research, and how neuromarketing can be done ethically and responsibly.

Stephen Genco, Managing Partner, Intuitive Consumer Insights

Steve Genco is the co-author of Neuromarketing for Dummies. He has been a founder, CEO, and chief innovation officer at neuromarketing firms since 2006. His work focuses on education, consulting, and helping clients build market research programs that blend traditional research with the latest advances in neuromarketing. He received a PhD in political science from Stanford.

Textbooks for this course:

(Required) Stephen J. Genco, Andrew P. Pohlmann and Peter Steidl, Neuromarketing for Dummies (ISBN 978-1118518588)
(Recommended) Darren Bridger, Decoding the Irrational Consumer: How to Commission, Run and Generate Insights from Neuromarketing Research (ISBN 978-0749473846)