課程名稱 |
腦神經行銷學 Neural and Behavioral Research in Marketing |
開課學期 |
105-2 |
授課對象 |
管理學院 國際企業學系 |
授課教師 |
陳瑀屏 |
課號 |
IB5085 |
課程識別碼 |
724 U4190 |
班次 |
|
學分 |
2.0 |
全/半年 |
半年 |
必/選修 |
選修 |
上課時間 |
星期四6,7(13:20~15:10) |
上課地點 |
管二202 |
備註 |
限學士班三年級以上 總人數上限:70人 外系人數限制:10人 |
Ceiba 課程網頁 |
http://ceiba.ntu.edu.tw/1052IB5085_neural |
課程簡介影片 |
|
核心能力關聯 |
核心能力與課程規劃關聯圖 |
課程大綱
|
為確保您我的權利,請尊重智慧財產權及不得非法影印
|
課程概述 |
In recent decades, research in the field of neuroscience has suggested new interventions and applications in social domains such as law, education, and economics, and challenging us to redefine our understandings of responsibility, choice, and what it is to be human. One of the applications, consumer neuroscience, is an important step in the analysis and understanding of consumer behavior through the rigorous application of the knowledge and techniques of neurosciences, and appears as a new fundamental tool for the present and future of market research. |
課程目標 |
This course will address challenges in advancing our scientific understanding of the biological basis of decision-making, and translational applications of this knowledge to the areas of marketing and consumer behavior. The aim of the course is to enable students to have sufficient knowledge that they can incorporate these ideas and techniques into their own research.
|
課程要求 |
Your evaluation will be based on 10 short presentations in class and your class participation. |
預期每週課後學習時數 |
|
Office Hours |
|
指定閱讀 |
several research articles such as:
1. Srinivasan, N. (2007). Cognitive neuroscience of creativity: EEG based approaches. Methods, 42(1), 109-116.
2. Matthews, P. M., & Jezzard, P. (2004). Functional magnetic resonance imaging. Journal of Neurology, Neurosurgery & Psychiatry, 75(1), 6-12.
3. Corbetta, M., Patel, G., & Shulman, G. L. (2008). The reorienting system of the human brain: from environment to theory of mind. Neuron, 58(3), 306-324.
|
參考書目 |
N/A |
評量方式 (僅供參考) |
|
週次 |
日期 |
單元主題 |
第1週 |
2/23 |
Introduction |
第2週 |
3/02 |
Behavioral and neural studies in newspapers |
第3週 |
3/09 |
Research articles (1): Behavioral experiments |
第4週 |
3/16 |
Research articles (2): Behavioral experiments |
第5週 |
3/23 |
Research articles (3): Behavioral experiments |
第6週 |
3/30 |
Neuromarketing companies |
第7週 |
4/06 |
The brain |
第8週 |
4/13 |
Neuroscience techniques |
第9週 |
4/20 |
Research articles (4): Neuroscience & decision making |
第10週 |
4/27 |
Research articles (5): Neuroscience & decision making |
第17週 |
6/15 |
TBA |
第18週 |
6/22 |
TBA |
|