Skip to main content
KBS_Icon_questionmark link-ico

Neuroscience in Marketing and Management

Key information

  • Module code:

    6QQMN380

  • Level:

    6

  • Semester:

      Spring

  • Credit value:

    15

Module description

What is the module about? 

The brain is the seat of consciousness – what we feel, think, and behave. In this module, we will approach consumer psychology and behaviour from a neuroscientific perspective. Students will learn the fundamentals of brain anatomy and their functions in the context of marketing and management. This module also covers cutting-edge marketing research that uses biometric techniques such as eye tracking, functional magnetic resonance imaging (fMRI) and electroencephalography (EEG), and students will gain hands-on experience with some of these techniques and analysis of biometric data. After this module, students should be able to apply insights from neuroscience not only in marketing and management, but also in their everyday life. 

Who should do this module?

Students who are curious about the brain and interested in applying neuroscientific knowledge in the business setting are most welcome. It is preferable to have a basic understanding of consumer psychology, although it is not a prerequisite. Students doing this module should expect to absorb and apply new information critically in a fast-paced learning environment. 

Provisional Lecture Outline 

Lecture 1: Introduction to consumer neuroscience and brain anatomy 

Lecture 2: Methods in neuroscience 

Lecture 3: Attention and memory

Lecture 4: Emotion and social cognition

Lecture 5: Reward and choice

Lecture 6: Branding and advertising

Lecture 7: Persuasion and information sharing

Lecture 8: Morality and neuroforecasting

Lecture 9: Neuroscience in the marketplace

Lecture 10: Ethics in neuromarketing 

 

Assessment details

50% Exam
50% Group Project

Teaching pattern

Weekly lectures

Fortnightly tutorials

Suggested reading list

Key text or background reading 

Compulsory

Ward, J. (2017). The student’s guide to social neuroscience (Second edition). Routledge. https://doi.org/10.4324/9781315694306 

Ariely, D., & Berns, G. S. (2010). Neuromarketing: the hope and hype of neuroimaging in business. Nature Reviews Neuroscience, 11(4), 284–292. https://doi.org/10.1038/nrn2795 

Harrell, E. (2019, January 23). Neuromarketing: What you need to know. Harvard Business Review. https://hbr.org/2019/01/neuromarketing-what-you-need-to-know 

Supplementary 

Plassmann, H., Venkatraman, V., Huettel, S., & Yoon, C. (2015). Consumer Neuroscience: Applications, Challenges, and Possible Solutions. Journal of Marketing Research, 52(4), 427–435. https://doi.org/10.1509/jmr.14.0048 

Plassmann, H., Ramsøy, T. Z., & Milosavljevic, M. (2012). Branding the brain: A critical review and outlook. Journal of Consumer Psychology, 22(1), 18–36. https://doi.org/10.1016/j.jcps.2011.11.010

Smidts, A., Hsu, M., Sanfey, A., Boksem, M., Ebstein, R., Huettel, S., Kable, J., Karmarkar, U., Kitayama, S., Liberzon, I., Knutson, B., Lohrenz, T., Stallen, M., & Yoon, C. (2014). Advancing consumer neuroscience. Marketing Letters, 25(3), 257–267. https://doi.org/10.1007/s11002-014-9306-1 

Subject areas

Department


Module description disclaimer

King’s College London reviews the modules offered on a regular basis to provide up-to-date, innovative and relevant programmes of study. Therefore, modules offered may change. We suggest you keep an eye on the course finder on our website for updates.

Please note that modules with a practical component will be capped due to educational requirements, which may mean that we cannot guarantee a place to all students who elect to study this module.

Please note that the module descriptions above are related to the current academic year and are subject to change.