Neuromarketingas (VAM5015)

Professor: Lina Pilelienė

Study guide
This study guide is supposed to orient you through the study process and introduces the content of the
course. Here you will find the information about the topics, assignments, timetable, and evaluation criteria.

After accomplishing the course and all the tasks, you will be able to:

1) To identify and analyze main theoretical concepts and principles of neuromarketing

2) To evaluate and apply in practice the aspects and methods of psychological impact on consumer
3) To identify the structural parts of human brain and to analyze their role in decision making process
4) To independently perform marketing research applying neuromarketing research methods
5) To identify and analyze the compatibility of marketing actions to ethical norms
6) To develop marketing actions based on the human sensory reactions to stimuli

To develop latter skills, the study material is composed of:

 Theoretical material;
 Lectures and video-conferences OR the records of the lectures;
 Independent (individual/group) assignments;
 Real-time discussions and reflections;
 Supplementary material.

The lectures and meetings will be held in auditorium and/or virtual environment. MS Teams tools enable
the meeting in a virtual classroom for the consultations, discussions, presentations, and other activities.
Your participation in the consultations is important because it will help you to better prepare for the mid-
term and final exams, also to perform and present other assignments.

Main topics of the course, consultations and assignments are provided here:

Topic Topic Schedule Assessment form

No.
Introduction to the course. 2022-08-30 5:30 p.m. Daukanto Mid-term exam and
1. Neuromarketing conception and str. 28-314 independent work
its strategic perspectives
- Day off 2022-09-01 -
Neuromarketing conception and 2022-09-06 5:30 p.m. Daukanto Mid-term exam and
1.
its strategic perspectives str. 28-314 independent work
2022-09-08 2:45 p.m. Daukanto Mid-term exam and
2. Neuromarketing mix str. 28-314 independent work

The role of sensorial system in 2022-09-13 5:30 p.m. Daukanto Mid-term exam and
4. consumer decision making str. 28-314 independent work
process
 2022-09-15 Distant lecture – Mid-term exam and
The role of sensorial system in
video conference and activities in independent work
4 consumer decision making
Moodle
process
Mid-term exam and
Hormones and consumer 2022-09-20 5:30 p.m. Daukanto independent work
5.
behavior str. 28-314

Mid-term exam and

2022-09-22 Distant lecture – independent work
Hormones and consumer
5. video conference and activities in
behavior
Moodle

Mid-term exam 2022-09-27 In Moodle

Final exam and
2022-09-29 Distant lecture – independent work
Human brain structure and video conference and activities in
3.1
performance: Reptilian Brain
Moodle

Human brain structure and

2022-10-04 5:30 p.m. Daukanto Final exam and
3.2 performance: The Limbic
str. 28-314 independent work
System

The role of environmental 2022-10-06 Distant lecture –

Final exam and
6. conditions in decision making video conference and activities in
independent work
process Moodle

2022-10-08 Distant lecture – Final exam and

Human brain structure and
3.3 video conference and activities in
performance: The cortex independent work
Moodle
Neuromarketing research
methods 2022-10-11 5:30 p.m. Daukanto Final exam and
9-10
and str. 28-314 independent work
Neuroethics
Final presentation 2022-10-13 2:45 p.m. Daukanto Group-work and its
encompassing all the course: str. 28-314 presentation
 Effect of advertising message
7-8 strategy on consumer
Final day for
perception and behavior
 The solutions of providing the homework
stimulus submission
Final Exam N/A
The lectures will be provided:
Live at S. Daukanto 28-407 or through the video conferences at https://teams.microsoft.com/l/meetup-
join/19%3ameeting_ZmViZTZkZTgtMzViMi00MTRkLTk3ZjMtZDNmZDg3Y2MxNDYw%40thread.
v2/0?context=%7b%22Tid%22%3a%2210701389-4f5b-4078-baea-
209e39c6210e%22%2c%22Oid%22%3a%2211f6a54c-32a1-4128-a095-0c037e4c0b09%22%7d on
  Tuesdays from 5:30 p.m. (August 30; September 6, 13, 20, 27; October 4, 11) at Daukanto str.
28-314;
 Thursdays from 2:45 p.m. (September 8, 15, 22, 29; October 6, 13) Daukanto str. 28-314 or MS
Teams virtual room;
 Saturday from 5:30 p.m. (October 8) MS Teams virtual room.

Join the video-conference from a personal computer or other smart device (of course, the internet
connection is necessary). It is recommended to have a web-cam and microphone; Download and install
Meeting Application for MS Teams. For the first connection it is recommended to use PC. If no student
connects during the first 15 min of the lecture, the lecture will not be provided.
If you will need an additional consultation during the study process, you are free to contact the professor
and arrange the time for it. If your question is simple or general, please use the Course forum in Moodle;
it is possible that the same questions also have your colleagues. The answers to your questions in the
forum will be provided once a week.
Your progress will be assessed using several assessment forms. During the studies, you will have to
perform individual and/or group works, also mid-term and final exams:
Activity Evaluation Value, % Total value, %
Independent work: 10 30
Homework + presentation (10) (20)
60
Classwork (10) (10)
Mid-term exam 10 30
Final exam 10 40 40
Total: 100 %

The homework assignment will be presented on 6th of September 2022. The presentations of the
homework will be provided during the Final lecture on 2022-10-13.

The final lecture (Class-work) – a creative assignment (more info in moodle), encompassing all the
course material and enabling its application in practice. the Final lecture:
 The solutions of providing the stimulus
 Effect of advertising message strategy on consumer perception and behavior

Homework will be assessed based on the following criteria:

 Evoked interest
 Comprehensiveness
 Number of techniques used
 Creativeness
 Presentation format
 Explanation fluency
 Completeness of the presentation
 Proactiveness
 Professional language

Video evaluation = 0,4*Evoked interest + 0,1*Comprehensiveness + 0,4*Number of techniques used +

0,1*Creativeness

PPT evaluation = 0,1*Presentation format + 0,3*Explanation fluency + 0,4*Completeness of the

presentation + 0,1*Creativeness + 0,1*Proactiveness (questions, answers)
Distribution of workload for students (contact and individual work hours):
 Contact hours – lectures – 30 hours.
 Contact hours – seminars – 15 hours.
 Independent work – 100 hours, including individual and group tasks.

Good luck!!!