Infopaket

Neuromarketing in international business

ВБ.2.02

Вибіркова дисципліна для ОП

First

2021/2022

6 Semester

3

To understand the basic concepts of neuromarketing, the specifics of application neuromarketing, models of evaluation and behavior of consumers in the context of neuromarketing, to be able to form neuromarketing strategies of the international market, to be able to control the use of marketing technologies in the international market, implement technologies neuromarketing to work with consumers, to monitor the features of neuromarketing technologies for the seminar test, survey, argumentation of their own assessment of the degree of development of neuromarketing technologies used by international companies, to analyze problems and the state of neuromarketing in individual companies, countries, regions and the world as a whole, analyze and offer alternative and new forms of neuromarketing at the present stage.

Knowledge of the basics of economic theory, macroeconomics, microeconomics, international management, etc; ability to analyze the macro- and micro-environment of international business, skills of analytical research and analysis, understand the basics of marketing in international and national markets, know the types of marketing.

Thematic plan of the discipline: 1. The essence of neuromarketing. Motives to buy. 2. Mirror neurons: establishing communication with the consumer. 3. Neurotransmitter dopamine: as an instinct for self-preservation and social status stimulate the purchase. 4. Associative series and hidden advertising 5. Somatic markers: unconscious guidance of emotional images when choosing goods. 6. Smells: the use of aromatic influences in marketing. 7. Sound images: audio branding and branded sounds 8. The power of rituals: the creation of consumer traditions.

Lectures, seminars

Evaluation is carried out according to the modular rating system. Current control: answers (up to 30 points), additions (up to 5 points), written assignment (up to 5 points), final modular test (up to 40 points). The form of final control is a credit. The credit is conducted in writing. The student's answer to the credit – up to 20 points.

Ukrainian