COURSE CURRICULUM

The MSc in Neuromarketing modules combine neuroscience, consumer psychology, digital marketing, implicit research methods, branding, and business research to develop a scientific understanding of consumer behaviour and marketing strategy. Neuroscience for Marketing introduces the human brain, covering its evolution, structure, functions, and influence on behaviour, with attention to decision-making, emotions, free will, and social interaction. Consumer Psychology and Neuroscience connects cognitive psychology, neuroscience, and behavioural economics to examine how cognitive and emotional processes shape consumer judgments, preferences, and behaviour, while also introducing AI-driven marketing techniques such as personalization, nudging, and big data, alongside ethical considerations. On-line Consumer Behaviour examines how consumers think, feel, and act in relation to social media, online advertising, mobile technologies, and other digital environments, while comparing traditional and online consumer behaviour. Introduction to Implicit Methods in Marketing develops knowledge of implicit measures such as the Implicit Association Test (IAT), online tools, and behavioural methods for understanding consumers and improving marketing campaigns and customer engagement. Neuromarketing Lab provides a further foundation in the human brain and its relationship with behaviour, allowing students to explore key issues and debates surrounding decision-making, emotions, and social interaction. Digital Marketing Analytics focuses on using marketing and predictive analytics, key performance indicators, and campaign data from websites, social media, and advertising to evaluate performance, forecast outcomes, improve strategies, and optimize return on investment. Strategic Brand Management examines the importance of brands, their meaning to consumers, and strategies for building and managing brand value. Research Methods for Business develops qualitative and quantitative research skills, academic writing, research proposal development, methodology selection, and analytical abilities. Finally, the 60-credit Dissertation or Project Report enables students to independently conduct research by developing a research question, reviewing literature, designing a proposal, collecting data, and analysing findings. Overall, the modules integrate scientific, analytical, and marketing perspectives to understand consumers and support evidence-based marketing decisions.