B_Neu Neuromarketing

University of Finance and Administration
Summer 2025
Extent and Intensity
1/1/0. 3 credit(s). Type of Completion: z (credit).
Guaranteed by
Ing. Pavel Rosenlacher, Ph.D.
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Dita Egertová
Prerequisites
There are no prerequisites for this course.
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
The course deals with a relatively new discipline called neuromarketing, which began developing abroad at the beginning of the new millenium. The goal of the course is to acquaint the students not only with the history and origin of neuromarketing but especially with its nature, principles and methods. Followingly, the students will be acqauinted with medical diagnostic methods, for example the brain EEG, heart rate activity or muscle tension, which are usually used in neuromarketing. Further there will be mentioned related terms from somatology, psychology, neuropsychology, sociology, marketing and other scientific fields, which neuromarketing as a multi-science discipline is based on. The course will also pursue the most suitable methods for quantitative and qualitative research, which are possible to apply for the evaluation and interpretation of neuromarketing measurement findings. Due to the use of possible mathematical-statistical methods basic software equipment suitable for evaluation will be introduced. Simultaneously, the students will be acquainted with the basic possibilities of application of psychology and its methods in neuromarketing. Also, neuromarketing and its advantages and disadvantages will be introduced from the point of view of the consumers and firms, including the development of perception of neuromarketing by these groups. The focus of the course will be also on ethics and the ethical code of neuromarketing in terms of the field as such. After successful completion of the course the student will: • be able to explain the basic principles and nature of neuromarketing including its advantages and disadvantages for the consumers and firms • be able to understand the basics of selected diagnostic methods suitable for neuromarketing research • be able to evaluate the suitability of selected methods for evaluation and interpretation of data in neuromarketing • be acquainted with the possibilities of psychology application in neuromarketing • know the basic ethical rules for neuromarketing research
Learning outcomes
Students apply the learned knowledge and skills in practice
Syllabus
  • 1. Introduction to neuromarketing – principles, substance, neurobiological basics of the field 2. Social Motivation Models – personality type, limbic typology 3. Emotions in neuromarketing – limbic maps, emotions in human brain, biological basis of emotions, limbic system in human brain 4. Consumer psychological processes in relation to marketing – human memory, attention, perception, learning 5. Biomedical technology in neuromarketing and basics of somatology – EEG, EMG, GSR, HRV 6. Technique of data collection – technique used in neuromarketing research, complimentary methods, methods of data collection, psychological characteristics 7. Statistics in neuromarketing – usage of statistical methods in neuromarketing 8. Eye-Tracking – practical training of working with Eye-Tracking camera 9. Neuromarketing application in corporate marketing – neuromarketing application possibilities in advertising, marketing, online marketing 10. Neuromarketing in product branch – emotions and product, homo oeconomicus 11. Ethics in neuromarketing – basic ethical norms, ethical code in neuromarketing 12. New trends in neuromarketing
Literature
    required literature
  • VYSEKALOVÁ, Jitka. Psychologie reklamy. 5., rozšířené a aktualizované vydání. Praha: Grada Publishing, 2023. Expert. ISBN 978-80-271-3654-4.
  • NAKONEČNÝ, Milan. Psychologie osobnosti. Praha: Stanislav Juhaňák - Triton, 2021. ISBN 978-80-7553-886-4.
  • ŘÍČAN, Pavel. Psychologie. 4. vyd. Praha: Portál, 2013. ISBN 978-80-262-0532-6.
  • DYLEVSKÝ, Ivan. Somatologie: pro předmět Základy anatomie a fyziologie člověka. 3. přepracované a doplněné vydání. Praha: Grada Publishing, 2019. ISBN 978-80-271-2111-3.
  • BRIESEMEISTER, Benny a Werner Klaus SELMER, ed. Neuromarketing in business: identifying implicit purchase drivers and leveraging them for sales. Wiesbaden: Springer, [2022]. Management for professionals. ISBN 978-3-658-35184-7.
  • KOZEL, Roman, Lenka MYNÁŘOVÁ a Hana SVOBODOVÁ. Moderní metody a techniky marketingového výzkumu. Praha: Grada, 2011. ISBN 978-80-247-3527-6.
    recommended literature
  • LINDSTROM, Martin. Nákup.ologie: pravda a lži o tom, proč nakupujeme. Brno: Computer Press, 2009. ISBN 978-80-251-2396-6.
  • HOLMQVIST, Kenneth B. I. a Richard ANDERSSON. Eye tracking. 2nd edition. Lund, Sweden: Lund Eye-Tracking Research Institute, 2017. ISBN 978-1-9794-8489-3.
  • CONKLIN, Kathryn, Ana PELLICER-SÁNCHEZ a Gareth CARROL. Eye-tracking: a guide for applied linguistics research. Cambridge: Cambrisge University Press, 2018. ISBN 978-1-108-40120-3.
  • DU PLESSIS, Erik. Jak zákazník vnímá značku: nahlédněte s pomocí neurovědy do hlav spotřebitelů. Brno: Computer Press, 2011. ISBN 978-80-251-3529-7.
  • ZURAWICKI, Leon. Neuromarketing: exploring the brain of the consumer. Berlin: Springer, 2010. ISBN 978-3-540-77828-8.
  • STEIDL, Peter E. Neurobranding: strategies for shaping consumer behavior. 3rd edition. [Great Britain]: Amazon, [2018]. ISBN 978-1-7171-4619-9.
  • GARAY, Rob. Marketing minds: a look at psychology in marketing. [Great Britain]: Amazon, [2021]. ISBN 979-85-1458-288-4.
  • HÄUSEL, Hans-Georg. Neuromarketing: Erkenntnisse der Hirnforschung für Markenführung, Werbung und Verkauf. 2. Aufl. München: Haufe Gruppe, 2013. ISBN 978-3-648-02941-1.
Teaching methods
Lectures in full-time form of study; managed group consultations in combined form of study. Thematic lectures and instructions for individual preparation and self-study based on mandatory and recommended literature.
Assessment methods
Credit - the subject is finished by a presentation prepared on the proposal of the own neuromarketing survey. The minimum attendance is 80%.
Language of instruction
Czech
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
Information on the extent and intensity of the course: 12 hodin KS/semestr.
The course is also listed under the following terms Winter 2014, Winter 2015, Winter 2016, Winter 2017, Winter 2018, Winter 2019, Summer 2020, Winter 2020, Summer 2021, Winter 2021, Summer 2022, Summer 2023, Summer 2024.
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