Learning Objectives

In general
• to acquire knowledge about how the brain responds to advertising, including attention,
emotions, memory and decision making 

• to reflect on the implication of the modern view of the brain on marketing/advertising 

• to discuss the optimal integration of advertising pre-testing and agency-client relationship in the
creative process 

• to reflect on the utility of brand tracking research, brand building research, and the research
process applicable at different stages in the brand strategy formulation and execution. 

Specifically

• select an appropriate case for applying theories and models from the course 

• identify relevant theories and models (from brain science and/or marketing) to
describe and solve a specific case 

• structure and analyse data by using adapted theories and models

• draw conclusions from this analysis and discuss their implications for
marketing/advertising strategies