Knowledge

The student...

has advanced consumer neuroscience knowledge, focusing on customer engagement (emotional, cognitive, and behavioural).
has in-depth knowledge of the brain's reactions to marketing stimuli and how to appeal to consumers' unconscious processes, thoughts, and emotions.
can apply knowledge of how principles from consumer neuroscience can influence human behaviour.
can analyze professional issues in marketing based on the history, traditions, distinctiveness, and role of consumer neuroscience in society.

Skills

The student...

can analyze and critically evaluate research-based and experiential information related to consumer neuroscience
can analyze theories, methods, and interpretations related to consumer neuroscience and work independently on practical and theoretical problem-solving relevant to marketing.
can independently apply and critically assess methods and tools to test and measure the effects of consumer neuroscience.

General Competence

The student...

can analyze professional, ethical, and research-related issues relevant to marketing from a neuroscience and influence perspective.
can apply their knowledge and skills in consumer neuroscience to execute advanced projects—both individually and in collaboration with others—related to marketing.
masters the terminology and typical expressions related to consumer neuroscience, enabling them to present professional work accurately within the field of marketing.
can discuss and present topics in consumer neuroscience to various target groups.
contributes to discussions on how consumer neuroscience can enhance traditional market research by identifying unconscious consumer reactions.

Subject description NFP5000

Consumer Neuroscience