Neuromarketing

Major: Marketing
Code of subject: 6.075.04.E.119
Credits: 4.00
Department: Marketing and Logistics
Lecturer: Nazar V. Fihun, PhD, associate professor, department of marketing and logistics
Semester: 7 семестр
Mode of study: денна
Learning outcomes: Student should: to know: the person motivation as a consumer of services or products; how to use expectations effects and explore it, managing of target audience of the project. be able to: form the uniqueness of own proposal at the market of goods or services; form psychologicaly correct image its own visual advertising; correctly and efficiently use of small social groups, to obtain greater profits.
Required prior and related subjects: Prerequisites: marketing, marketing product policy; Co-requisites: marketing researches, marketing communications.
Summary of the subject: Introduction to neuromarketing. Methods of thinking. Primary needs, emotions, logic. The hardware method of research. The experiments and their results. Interpretation, memory, experience, training. The importance of memory system. Personality. Time and personality. The personality brand. Biological processes and their evaluation. The trade mark. Neuro branding and branding tools: color, scent, shape, sound, packing, accommodation. Consciousness and subconscious. The unconscious advertising. Product - placement. How to promote a product or service without using direct advertising. Pricing and positioning. The impact of color on the purchase. How we can manipulate with habits. The impact of numbers, ratings, reviews on our choices. Market values for classification and prediction. Neuro-internet design. Neuromarketing within Internet. The tools of neuromarketing in FMCG, banking and other services.
Assessment methods and criteria: Current control (30%): tasks solution, oral questioning; Final assessment (70% exam): exam control work.
Recommended books: 1. Балабанова Л.В. Маркетинг: Підручник. – 2-ге вид., перероб. і доп. – К.: Знання-Пресс, 2004. – 645 с. 2. Крикавський Є.В., Чухрай Н.І., Промисловий маркетинг: Підручник. – Львів:Видавництво НУ “Львівська політехніка”, 2004. – 472 с. 3. Мороз Л.А., Чухрай Н.І. Маркетинг: Підручник/ За наук. ред. Мороз Л.А. - Львів: НУ “Львівська політехніка” (Інформаційно-видавничий центр “ІНТЕЛЕКТ+” Інституту підвищення кваліфікації та перепідготовки кадрів, 2009. - 244 с. 4. Glimcher P. Neuroeconomics: Decision Making and the Brain. Academic Press, 2007. – 556 p. 5. Киви Б. "Гигабайты власти. Информационные технологии между свободой и тоталитаризмом. Издательство: БЕСТСЕЛЛЕР, 2004 г. - 352 с. 6. Линдстром М. BRAND Sense. Чувство БРЕНДА. Воздействие на пять органов чувств для создания выдающихся брэндов,— М.: — Эксмо, 2006 — 272 с.

Neuromarketing

Major: Marketing
Code of subject: 6.075.01.E.083
Credits: 4.00
Department: Marketing and Logistics
Lecturer: Nazar V. Fihun, PhD, associate professor, department of marketing and logistics
Semester: 7 семестр
Mode of study: денна
Learning outcomes: Student should: to know: the person motivation as a consumer of services or products; how to use expectations effects and explore it, managing of target audience of the project. be able to: form the uniqueness of own proposal at the market of goods or services; form psychologicaly correct image its own visual advertising; correctly and efficiently use of small social groups, to obtain greater profits.
Required prior and related subjects: Prerequisites: marketing, marketing product policy; Co-requisites: marketing researches, marketing communications.
Summary of the subject: Introduction to neuromarketing. Methods of thinking. Primary needs, emotions, logic. The hardware method of research. The experiments and their results. Interpretation, memory, experience, training. The importance of memory system. Personality. Time and personality. The personality brand. Biological processes and their evaluation. The trade mark. Neuro branding and branding tools: color, scent, shape, sound, packing, accommodation. Consciousness and subconscious. The unconscious advertising. Product - placement. How to promote a product or service without using direct advertising. Pricing and positioning. The impact of color on the purchase. How we can manipulate with habits. The impact of numbers, ratings, reviews on our choices. Market values for classification and prediction. Neuro-internet design. Neuromarketing within Internet. The tools of neuromarketing in FMCG, banking and other services.
Assessment methods and criteria: Current control (30%): tasks solution, oral questioning; Final assessment (70% exam): exam control work.
Recommended books: 1. Балабанова Л.В. Маркетинг: Підручник. – 2-ге вид., перероб. і доп. – К.: Знання-Пресс, 2004. – 645 с. 2. Крикавський Є.В., Чухрай Н.І., Промисловий маркетинг: Підручник. – Львів:Видавництво НУ “Львівська політехніка”, 2004. – 472 с. 3. Мороз Л.А., Чухрай Н.І. Маркетинг: Підручник/ За наук. ред. Мороз Л.А. - Львів: НУ “Львівська політехніка” (Інформаційно-видавничий центр “ІНТЕЛЕКТ+” Інституту підвищення кваліфікації та перепідготовки кадрів, 2009. - 244 с. 4. Glimcher P. Neuroeconomics: Decision Making and the Brain. Academic Press, 2007. – 556 p. 5. Киви Б. "Гигабайты власти. Информационные технологии между свободой и тоталитаризмом. Издательство: БЕСТСЕЛЛЕР, 2004 г. - 352 с. 6. Линдстром М. BRAND Sense. Чувство БРЕНДА. Воздействие на пять органов чувств для создания выдающихся брэндов,— М.: — Эксмо, 2006 — 272 с.