What happens in our brain during communication? The brain is like a universe, with many mysteries yet to discover. Neuroscientific and psychological research investigates how the mind and brain process stimuli and how communication affects behaviour. These topics are gaining increasing interest in the field of marketing communication. The use of neurophysiological methods with innovative tools has made possible to study brain areas underlying the communication processes. Recent discoveries in the field of neuroscience have investigated many mechanisms involved in communication processes, including attention, motivation, decision-making, emotions, intercultural and group differences, social membership, social influence, identity, and the use of social media. Applications of this knowledge to the communication in the areas of marketing look very promising, notably for branding, consumer behaviour, identity, and digital trends. But, how to understand their real impact on marketing communication?
The aim of this course is to offer an innovative perspective and a critical approach of neuroscience to marketing communication. It will provide understanding about:
- prominent neuroscientific communication theories,
- neural mechanisms involved in communication,
- tools to improve the communication competence based on neuroscientific research, and
- opportunities and challenges of modern neuroscientific methods for marketing purposes.
The course will involve students in formal (ex-cathedra) classes, practical group activities and debates among students.
no obligation to attend
20% group activities
30% research project
Required materials will be available to students at the beginning of the course.