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Neuromarketing for Business

Code

GBE-NMB1

Version

1.0

Offered by

Global Business Engineering

ECTS

5

Prerequisites

None

Main purpose

The purpose of this course is for the student to learn about subconscious decision-making and neuromarketing (biometric) research methods and technologies used to detect visual attention and emotional reactions to business communications and user experiences. 

Including, how to set up and conduct biometric test-studies to gain insights into a business problem, and to be able to analyse and present findings and recommendations to relevant stakeholders based on the test results and the gained knowledge about subconscious decision-making. 

Knowledge

The student will obtain knowledge about:  
  • Selected biometric (neuromarketing) research methods, technologies, hardware and data:
    • Eyetracking (on-screen, webcamera remote based, glasses)
    • Facial Expression Analysis
    • Galvanic Skin Response (sweat detection)
  • The iMotions platform for conducting biometric tests and analyses of data
  • Subconscious decision-making

Skills

The student will gain the skills to:
  • Use the iMotions platform, biometric hardware and technologies to design and conduct biometric (neuromarketing) tests of business communication materials and user experiences.
  • Use the iMotions platform and excel to conduct data analyses from biometric (neuromarketing) tests.
  • Use relevant presentation methods to present results and recommendations from biometric (neuromarketing) tests.

Competences

The student will gain the competences to:
  • Identify a business communication or user experience problem that can be researched using biometric (neuromarketing) technologies and tests.
  • Suggest, design, and conduct biometric (neuromarketing) tests that can generate insights relevant to solving the identified problem.
  • Analyse data and deduce results relevant to solving the identified problem. 
  • Combine knowledge about subconscious decision-making with deduced results from analyses to deliver actionable insights and recommendations to relevant stakeholders in relation to the identified problem.

Topics

Teaching methods and study activities

  • ​Online sources, online learning paths, and literature for knowledge building.
  • Classroom discussions, presentations.
  • Active use of VIA’s NeuroLab hardware and technologies
  • Casework – students will be working with setting up and conducting relevant tests to relevant problems with business communications and / or user experiences, analysing data and preparing presentations of results and recommendations.
  • Students will have influence and make some own choices in relation to what they will test, and which technologies and hardware to use.
  • A combination of group work and individual work.

Resources

- Recommended book: Barden, P, 2023, “Decoded – The Science Behind Why We Buy”, 2nd Ed. 
- Additional relevant online sources and literature will be supplied.

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Evaluation

Examination

​Prerequisites for exam:
None

Exam type: 
- Internal examinator
- Oral. Individual.
- 20 minutes. (7 minutes student presentation, 8 minutes examination, 5 minutes awarding of grade).
- The 7-minute presentation: The presentation demonstrates fulfilment of the learning objectives (knowledge, skills and competences) for the course. The presentation should include examples and learnings from the individually conducted biometric studies and the class casework provided.

Tools allowed:
All tools are allowed.

Re-exam: 
Same as ordinary.

Grading criteria

​7-point scale

Additional information

​Presentation video: https://youtu.be/jDcb9dPUvog​

Responsible

Tine Juhl

Valid from

8/1/2025 12:00 AM

Course type

Business and Management<br/>

Keywords