Chapter #0

Marketing &
Neuromarketing

IBM Program - 2022 - Marketing

Grading system

1. Written Assignment (20%) - Friday, week #3- will have to

be submitted on classe365, PDF format, no late submission, no
email submission -
2. Teach Me Friday (20%) - Fridays, week #1/#2/#3
3. Participation (5%) -
4. Final exam (55%) - Last (Wednesday), Thursday and Friday

IBM Program - 2022 - Marketing

 Written Assignment (20%)
● Please read the following book about Buy.ology and write
an essay about it, your findings, your feelings towards your
own buying process.
● The pdf of the book will be submitted.
● Between 750 and 1000 words long.
● Please submit your PDF on classe365

IMPORTANT:
Feel free to rent or buy the full book/e-book if you like.
A shorter PDF version of it will be provided by your instructor
and will be enough to write your assignment.

IBM Program - 2022 - Marketing

Group assignment/Final Exam (55%)/Presentation (20%)

Groups of 4

*Pick a product or a service or a cause of your choice, (new or

existing)
* Come up with a thirty second sales speech
* Develop a full marketing strategy explaining every step of the way
emphasizing on the customer experience.
* Present the full strategy to the class in maximum 30 minutes.

IBM Program - 2022 - Marketing

#teachmefriday (20%)

● Pick a commercial from your home country (it can be on tv,

social media, magazines…) that caught your attention either
in a good way or in a bad way
● Present it in 5 to 10 minutes to the class explaining what the
product is, the target, the promotion style, the distribution
channel

IBM Program - 2022 - Marketing

Why this course?

Before being Business students (and potential Marketing

professionals), you are first and foremost human beings, and
consumers.

This course aims to present the evolutions and the techniques being
used by brands, small or big, to understand consumer behaviors in
order to optimize the buying process.

IBM Program - 2022 - Marketing

The history of marketing

IBM Program - 2022 - Marketing 7

Introduction to neuromarketing
● Neuromarketing is the application of neuroscience to marketing.
● Term has been introduced in 2002.

● It combines consumer neuroscience, psychology, and economics.

● Neuromarketing can be defined as "a field that focuses on the

marketing implications from understanding the interaction of
cognition and emotions in human behavior based on neuroscientific
methods.

● Neuromarketing inspires and drives new marketing practices and

innovation and provides research tools to better understand
consumers' underlying motivations that are behind their behaviors.

IBM Program - 2022 - Marketing

Buy-ology: Understanding the
Buy Button

IBM Program - 2022 - Marketing

The Buy button in the brain

IBM Program - 2022 - Marketing