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IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
Professeur(s) responsable(s)N.HEUVINCK

Pré requis

This course requires students to understand the basics of marketing and consumer behavior which will be discussed throughout this course from a neuromarketing perspective.

Objectifs du cours

This course enables students to understand the concept of neuromarketing and how it can help marketeers in understanding consumer behavior and making marketing decisions. Hence, students will acquire knowledge on how the brain of consumers responds to marketing actions, including attention, memory, emotions and decision-making among others.

Contenu du cours

This course will be divided into 6 sessions in Lille (extensive format) and into 4 sessions in Paris (intensive format). The first session will provide a general introduction of the concept of neuromarketing (what is + why using neuromarketing compared to 'traditional' marketing), exploring the consumers' brain functions and the different brain research methods used in neuromarketing. The following five sessions will provide apllications of neuromarketing whereby different topics will be discussed such as emotions & feelings, segmentation and positioning, pricing, packaging, sensory perceptions, branding, gender differences, sexual cues, and advertising among others in the light of neuromarketing as a tool to understand consumer decision-making and/or guide marketing decisions.

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class16,00   This course will be taught in an extensive format (6 sessions of 2h40min) in Lille in S1 & S2 and in an intensive format in Paris in S2
Independent study
Estimated personal workload8,00  
Group Project24,00  
Independent work
Reference manual 's readings2,00   Students will be asked to read about the ethical aspect of executing Neuromarketing research by the use of the NMSBA code of Ethics
Charge de travail globale de l'étudiant50,00  

Méthodes pédagogiques

  • Presentation
  • E-learning
  • Project work
  • Interactive class


Offline participation - active participation in class research examples and discussions
Online participation - active participation in questionnaires before each IC

MCQ at the end of each session - short MCQ as well as possibility to open questions

Presentation - regular student presentations of relevant applications of neuromarketing

Extra credits can be awarded in class for participating in relevant experiments and/or quizzes

Type de ContrôleDuréeNombrePondération
Continuous assessment
TOTAL     100,00


  • Baars, B.J. & Gage, N.M. (2010). Cognition, brain, and consciousness - Introduction to cognitive neuroscience. Academic Press: Oxford. -

  • Dooley, R. (2012). Brainfluence - 100 ways to persuade and convince consumers with neuromarketing. Wiley: New Jersey. -

  • Du Plessis, E. (2011). The branded mind - What neuroscience really tells us about the puzzle of the brain and the brand. Koganpage: London. -

  • Glimcher, P.W., Camerer, C.F., Fehr, E. & Poldrack, A.R. (2009). Neuroeconomics - Decision making and the brain. Academic Press: San Diego. -

  • Lindstrom, M. (2010). Buyology - Truth and lies about why we buy. Crownbusiness: New York. -

  • Pradeep, A.K. (2010). The buying brain - Secrets for selling to the subconscious mind. Wiley: New Jersey. -

  • Zurawicki, L. (2010). Neuromarketing - Exploring the brain of the consumer. Springer: New York. -

Ressources internet

* Informations non contractuelles et pouvant être soumises à modification
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