MKT45990 Neuromarketing,AI & Technology

Academic Year 2023/2024

In the first two decades of the 21st century, we have observed the integration of numerous technologies across different business sectors. Technologies from seemingly disparate fields have been adapted to innovate and redefine our understanding of established business concepts and practices. For example, cognitive neuroscience technologies like neuroimaging and electroencephalograms have been applied to marketing. This approach, often termed “neuromarketing,” aims to delve into how consumers perceive, think, feel, and respond to marketing stimuli beyond their articulated opinions. This area of research has provided marketing managers with fresh perspectives, prompting them to rethink the design of marketing practices to ensure they are truly customer-centric.

Similarly, technologies such as artificial intelligence (AI), along with its popular subdivisions like machine learning and deep learning, have become the most talked-about managerial topics. In today's world, businesses risk being deemed outdated if they fail to incorporate—or at least claim to incorporate—some aspects of these technologies. AI has significantly enhanced business operations in numerous ways, such as improving lead generation, customer acquisition, and pricing optimization. Some AI applications have exhibited remarkable cognitive abilities, once thought to be unique to humans. Nevertheless, due to their novelty—or perhaps perceived novelty—and intricacy—or perhaps ostensible intricacy—AI technologies are often shrouded in mystery. This has led to misconceptions and debates about the true nature of AI and how managers can effectively harness it in their business practices.

Against this expansive backdrop, this module is structured to critically examine the application of neuroscience technologies, AI, and other contemporary technologies within the realms of marketing and management. Our exploration will be centered on the technologies stemming from neuroscience and AI, embarking on a quest to uncover answers to pivotal questions: How is neuroscience reshaping our comprehension of consumer behavior? In what ways can neuromarketing contribute to enhanced marketing strategies in areas like branding, advertising, and user experience? Can we justifiably claim that neuromarketing might pinpoint and manipulate the consumer "buy button"? Regarding AI, what does it encompass precisely? Which domains currently benefit from AI applications, and what limitations does AI face? What considerations should a company weigh before integrating AI into its operations? How do consumers psychologically respond to the realization that they are interacting with AI? And under what circumstances might consumers prefer AI assistance to that of human expertise, or the other way around?

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Curricular information is subject to change

Learning Outcomes:

1. Grasp the fundamental concepts and principles underlying neuromarketing and AI.
2. Discover the applications of neuroscience and AI in deepening consumer understanding, improving management practices, and spurring new business initiatives.
3. Develop the ability to critically assess the advantages and disadvantages of employing neuromarketing and AI in particular business scenarios.
4. Understand the ethics and contemporary boundaries of neuromarketing and AI

Indicative Module Content:

Please refer to the syllabus on Brightspace for session topics

Student Effort Type Hours
Autonomous Student Learning




Small Group




Requirements, Exclusions and Recommendations

Not applicable to this module.

Module Requisites and Incompatibles
Not applicable to this module.
Assessment Strategy  
Description Timing Open Book Exam Component Scale Must Pass Component % of Final Grade
Assignment: The group assignment consists of ONE oral presentation and ONE case analytic report. Coursework (End of Trimester) n/a Graded Yes


Assignment: A case memo that addresses case questions Week 11 n/a Graded Yes


Essay: An essay that reflects your thoughts and takeaways from one of the guest lectures. Throughout the Trimester n/a Graded Yes


Carry forward of passed components
Remediation Type Remediation Timing
In-Module Resit Prior to relevant Programme Exam Board
Feedback Strategy/Strategies

• Group/class feedback, post-assessment

How will my Feedback be Delivered?

Not yet recorded.

Please refer to the syllabus for the readings assigned to each session.
Lecture Offering 1 Week(s) - 20, 21, 23, 24, 25, 26, 29, 31, 32, 33 Mon 10:00 - 12:50

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