MKT45990 Neuromarketing,AI & Technology

Academic Year 2022/2023

In the first two decades of the 21st century, we have witnessed an extensive number of technologies that have been integrated into various business domains. Technologies that come from seemingly unrelated areas have been employed to refresh and reconstruct our knowledge of many traditional business concepts and practices. For instance, technologies in cognitive neuroscience such as neuroimaging and electroencephalogram, have been applied in marketing, often referred to as “neuromarketing”, to uncover how consumers see, think, feel, and react to marketing information in addition to their verbalized opinions. This stream of research has generated new insights for marketing managers to re-examine how marketing practice is designed and ought to be designed in order to be customer-centric.

On a related account, technologies such as artificial intelligence (AI) and its popular branches of machine learning and deep learning have become the hottest and the coolest managerial topics in recent years. Nowadays, businesses are perceived as outdated if you don’t include (or don’t claim to include) some of these elements. Admittedly, AIs have largely improved the efficiency and the effectiveness of how businesses operate (e.g., improve leads, acquire new customers, and optimize pricing). Some AIs have even demonstrated stunning intellectual capacities that were thought to be distinctive to humans. However, given the relative newness (or maybe AIs are not really new things) and complexity (or maybe AIs are not complex at all) of these technologies, AIs are often mystified. Misconceptions and controversies exist regarding what exactly is AI and how managers could better utilize AIs in their business contexts.

In light of this broad background, this module is designed to critically evaluate neuroscience technologies, AIs, and other trendy technologies for marketing and management. We will primarily focus on the technologies of neuroscience and AIs and take a journey to find answers to these questions: How does neuroscience transform the way to understand consumer minds? How could neuromarketing inform better marketing practices such as branding, advertising, and user experience design? Is it fair to say that neuromarketing is going to identify and control the “buy button” in consumers’ brains? When we talk about AIs, what exactly are we talking about? What are the areas of applications of AIs and what are the current boundaries of AIs? What are the considerations when a firm plans to integrate AIs into its business? What are the psychological reactions when consumers realize that they are serviced by AIs? When would consumers seek assistance from AIs other than human experts, or vice versa?

Show/hide contentOpenClose All

Curricular information is subject to change

Learning Outcomes:

1. Understand the key concepts and principles of neuromarketing and AIs
2. Learn about how neuroscience and AIs are applied to better understand consumers, enhance management effectiveness and be leveraged to create new business ventures
3. Be able to critically evaluate pros and cons of neuromarketing and AIs when they are applied to address problems in specific business contexts
4. Understand the ethics and boundaries of neuromarketing and AIs

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


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


Attendance: Engagement in the lectures for exercises, talks and case discussions Throughout the Trimester n/a Graded No


Assignment: A case memo that discusses case questions Week 10 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.

Lecture Offering 1 Week(s) - 20, 21, 23, 24, 25, 26, 29, 30, 32, 33 Mon 10:00 - 12:50

Discover our Rankings and Accreditations