Learning objectives
The course is aimed to constitute an introduction to the basics concepts of Neurosciences in relation to the Neuroeconomics discipline, especially dealing with those issues concerning its practical applications, i.e. Neuromarketing.
Prerequisites
The course has been designed to complement the module "Marketing sociale (Le leve di marketing per il controllo delle dipendenze)
Course unit content
The course is aimed to constitute an introduction to the basics concepts of Neurosciences in relation to the Neuroeconomics discipline, especially dealing with those issues concerning its practical applications, i.e. Neuromarketing.
Contents.
Neurosciences: Neurosciences amazing facts, Perception, Nervous System Physiology hints, Implicit behaviors, Emotions.
Neuromarketing: Neuroeconomics, rationale and critics, strategic values.
Techniques: A strategic view, fMRI, facial Expression recognition, Eye Tracker, EEG, PET, Biofeedbacks.
Applications: Desing. Comminucation, Agrofood.
Laboratory: fMRI Experimental session of Neuromarketing.
Full programme
Neurosciences: Neurosciences amazing facts, Perception, Nervous System Physiology hints, Implicit behaviors, Emotions.
Neuromarketing: Neuroeconomics, rationale and critics, strategic values.
Techniques: A strategic view, fMRI, facial Expression recognition, Eye Tracker, EEG, PET, Biofeedbacks.
Applications: Desing. Comminucation, Agrofood.
Laboratory: fMRI Experimental session of Neuromarketing.
Bibliography
• Lecture Notes.
• Babiloni F, Meroni VM, Soranzo R. Neuroeconomia, Neuromarketing e Processi decisionali. Springer, Milano, 2007: CHAPTER 3.
• Ekman P. Universal Facial Expressions of Emotions. CALIFORNIA MENMTAL HEALTH RESERCH DIGEST, 8(4), 151-158, 1970.
• Rizzato M e Donelli D. Io Sono il tuo specchio. Raffaello Cortina Editore, Milano 2006: CHATPER 1.
• Rizzolatti G. Lezioni di Fisiologia del sistema nervoso. Esculapio, Bologna, 2009. PART ONE CHAPTER 1.
Teaching methods
Lectures, experts' lectures, laboratory session
Assessment methods and criteria
Assessment procedure will be defined by the person who will be awarded the contract and will be announced in due time
Other information
Please check always professor's webpage for updates on course, lessons and exams, office hours and more
