Course Code	Semester	Course Name	LE/RC/LA	Course Type	Language of Instruction	ECTS
ISN8103	8	Seminar VI	2/0/0	CC	Turkish	4

Course Goals	With the changing marketing approach in the digital world and the understanding of the importance of emotions in consumer decision making, the relationship between neuroscience and marketing has emerged with Neuromarketing. How does the human brain work and how is this information used in marketing? What are the basic brain mechanisms in consumer choices? What are the basic concepts in neuromarketing? What is the importance of neuromarketing? What are the neuroscience techniques used in developing neuromarketing strategies? What are the marketing strategies established with neuromarketing? What is the ethical dimension of neuromarketing? This course's main topics.
Prerequisite(s)	None
Corequisite(s)	None
Special Requisite(s)	None
Instructor(s)	Lecturer Fatma Kömürcüoğlu Soytürk
Course Assistant(s)
Schedule	Wednesday, 09:00-10:45, Ataköy Campus, AK B18
Office Hour(s)	Wednesday, 10:45-11:45, Ataköy Campus, AK B18
Teaching Methods and Techniques	Synthesis, Application
Principle Sources
Other Sources

Course Schedules
Week	Contents	Learning Methods
1. Week	To constitute in-house activity calender	Practice
2. Week	Understanding Consumer Neuroscience The Concept and Importance of Neuromarketing	Practice
3. Week	Historical Background of Neuromarketing	Practice
4. Week	Understanding the Structure of the Brain and Decision Making Systems	Practice
5. Week	Attention and Consciousness in Neuromarketing	Practice
6. Week	Emotions in Neuromarketing	Practice
7. Week	Midterm Exams	Midterm Exams
8. Week	Preference and Liking in Neuromarketing	Practice
9. Week	Neuromarketing in the Purchase Decision Process	Practice
10. Week	Techniques Used in Neuromarketing Biometric Measurement Techniques	Practice
11. Week	Techniques Used in Neuromarketing Brain Imaging Techniques	Practice
12. Week	Areas of Use and Examples of Neuromarketing	Practice
13. Week	General repetition	Practice
14. Week	Exams	Practice
15. Week	Assesment	Assesment
16. Week	Assesment	Assesment
17. Week	Assesment	Assesment

Assessments
Evaluation tools	Quantity	Weight(%)
Midterm(s)	1	40
Attendance	1	10
Final Exam	1	50

Program Outcomes PO-1 Students will be able to define the concepts of communication, art, culture and others on the field and to associate the acquired theoretical information with the practices in the sector. PO-2 To gain the success on the field they will acquire the must theoretical acquisitions and they will be able to make creative designs by learning the quantitative and qualitative methods of the field. PO-3 By understanding developments of the subjects like communication, media, culture and art in their historical processes students will be able to evaluate the changes and results in the field related to cultural, social and technological improvements. PO-4 They will observe the technological, cultural and social improvements and will be able to practice these changes in the field. PO-5 They will be able to analysis the subjects they read, perceived and understand. PO-6 Students will embrace contemporary academic and professional approaches on communication and design and will be able to adapt them to their works. PO-7 By improving their research skills, students will be able to bring together different information sources and communication channels, thus developing creative communication strategies. PO-8 By improving their skills on management and leadership they will be able organize their time and sources effectively. PO-9 They will develop detailed and must knowledge in the main professional fields like advertisement writership, customer representative, brand manager, communication strategist and communication consultancy. PO-10 Students will generate communication strategy in certain subjects and realize every related works. PO-11 They will work creatively, freely and flexibly in their personal lines. PO-12 Students will be able to provide and amass the necessary ideas and knowledge to give their projects a more effective and convincing formation in written, verbal or other ways. PO-13 During a relation with target group in a work they will be promoters who are encouraging the team work. PO-14 Students will be able to use necessary items and equipments of their profession in exact time and place and will practice their projects on time. PO-15 They will improve solutions to problems in the communication process and able to use their initiatives.

Learning Outcomes LO-1 Will be able to apply of activity calender LO-2 Will be able to apply theoritical knowledge into practice. LO-3 Will be able to report the outcome of the activity results LO-4 Will be able to draft the strategies based on activities LO-5 Will be able to apply the strategies.

Course Assessment Matrix:

PO 1

PO 2

PO 3

PO 4

PO 5

PO 6

PO 7

PO 8

PO 9

PO 10

PO 11

PO 12

PO 13

PO 14

PO 15

LO 1

LO 2

LO 3

LO 4

LO 5