Akademik Dersler - Tanıtım

Last Updated: 30/09/2026

Code - Course Title	Course Type	Laboratory + Practice	ECTS
RHİ532 - Consumer Neuroscıence	II. SEMESTER	3 +0	6.0

Language of Instruction	Türkçe
Course Type	Elective Courses
Course Instructor(s)	DOÇ. DR. GÜNAY MOTİF ATAR
Mode of Delivery	Face to face
Place of Delivery
Used Educational Platforms
Prerequisites	No
Courses Recomended	No
Recommended Resources
Work Placement	No
Aims of the Course

Weeks	Learning Outcomes	Topics	Teaching Methods
Week - 1		How do consumers make decisions? How does neuroscience enlighten consumer thinking processes?
Week - 2		How does the human brain work and how is this information used in marketing? The influence of the structure and functions of the brain in the development of purchasing behavior.
Week - 3		Analysis of the formation processes of purchasing decisions in the brain, Neuroscientific bases of consumer purchasing decision and behavior.
Week - 4		Cognitive processes such as perception, attention, learning and memory, and the importance of emotions in decision making.
Week - 5		Driving forces of behavior: approach-avoidance, goals, habits.
Week - 6		Experimental article readings and discussion.
Week - 7		Student presentations, consideration, discussion.
Week - 8		An emotional approach in marketing: neuromarketing.
Week - 9		Using the possibilities of neuroscience in determining marketing strategies.
Week - 10		The effect of neuromarketing on the way marketers think about persuasion.
Week - 11		Neuromarketing methodologies and technologies.
Week - 12		The ethics of neuromarketing.
Week - 13		Experimental article readings and discussion.
Week - 14		Student presentations, consideration, discussion.

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Assessment Method and Passing Requirements
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