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705.618.8VL - Neuromarketing AI

Artificial Intelligence

Summer 2026

Description

In today’s rapidly evolving marketplace, the key to effective leadership is understanding the intersection of science, technology, and consumer behavior. Neuromarketing AI: The Future of Persuasion and Consumer Insights, is a pioneering course designed specifically for leaders who seek to harness the latest advancements in neuroscience and artificial intelligence to transform their marketing strategies and decision-making processes. This course merges groundbreaking brain science with AI-driven techniques, giving participants a unique opportunity to master the science of persuasion and its real-world applications. Participants will explore how the human brain processes decisions, learn how to apply neuromarketing principles, and leverage AI to predict consumer behavior and personalize messaging at scale. With a curriculum built on the renowned Persuasion Code model, this program will empower participants to revolutionize how they communicate with customers, employees, and stakeholders.

Instructor

Christophe Morin

cmorin9@jh.edu

Course Structure

The course materials are divided into modules which can be accessed by clicking Modules on the course menu. A module will have several sections including the overview, content, readings, discussions, and assignments. You are encouraged to preview all sections of the module before starting. Most modules run for a period of seven (7) days, exceptions are noted in the Course Outline. You should regularly check the Calendar and Announcements for assignment due dates.

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Formats

Course Topics

Module #	Module Title	Module Topics	Module Learning Objectives (MLOs)	Instructional Activities and Assessments
1	Traditional Persuasion & Marketing Theoretical Theories	Review persuasion theories from Aristotle to modern frameworks	Learn the limitations of traditional frameworks.	Learning Activities: Live lecture Required readings Assessment: Module Quiz One-page topic essay Discussion Required Readings: O'Keefe, Persuasion: Theory and Research Chapters 1, 4, 5, 6, 8 & 9 (3-4 hours) Optional reading: Neuromarketing AI Chapter 1
2	Basics of Neuroscience and Brain Functions	Introduction to brain structures: The Primal Brain, Limbic System, and Neocortex. Core functions like attention, memory, cognition, and emotions.	Gain foundational knowledge of brain anatomy and its role in marketing decisions.	Learning Activities: Live lecture Required readings Assessment: Module Quiz One-page topic essay Discussion Readings: Ramzoy, Consumer Neuroscience Chapters 5,6,7,8 (2-3 hours) Optional reading: Neuromarketing AI Chapter 2
3	The Neuroscience of Decision-Making	How System 1 influences decision-making and buying behavior	Use a brain-based theoretical framework to predict marketing decisions	Learning Activities: Live lecture Required readings Assessment: Module Quiz One-page topic essay Discussion Readings: Kahneman, Thinking Fast and Slow Chapters 1-5, 7, 9, 20, 21 (3-4 hours) Optional reading: Neuromarketing AI Chapter 3
4	Understanding NeuroMap®	Detailed exploration of NeuroMap® Learn to diagnose the pain, claims, and gains of marketing targets	Assess and predict the effectiveness of advertising messages using NeuroMap®	Learning Activities Live lecture Required readings Assessment: Module Quiz One-page topic essay Discussion post Optional reading: Neuromarketing AI Chapter 5
5	The Primal Brain and Decision Triggers	Understanding primal brain stimuli (6) and their relative dominance in persuasion narratives	Learn to use elements like emotional triggers and visual saliency in messages. Reduce cognitive load to avoid message friction	Learning Activities Live lecture Required readings Assessment: Module Quiz One-page topic essay Discussion post Readings: Super Bowl 2023 Study Optional reading: Neuromarketing AI Chapter 4
6	Neuromarketing research methods	IAT, GSR, Facial coding, Voice analysis, EEG FMRI, MEG, FNIRS	Learn the benefits and the limits of advanced methods	Learning Activities Live lecture Required readings Assessment: Module Quiz One-page topic essay Discussion post Readings: Ramzoy, Introduction to Neuromarketing & Consumer Neuroscience (Chapter 3) Optional reading: Neuromarketing AI Chapter 6
7	Ethical Considerations in Neuromarketing	Discuss ethical implications in the collection and use of neurophysiological data.	Assess responsible neuromarketing AI	Learning Activities: Live lecture Required readings Assessment: Module Quiz One-page topic essay Discussion Post Mid-term exam Readings: Code of Ethics, Neuromarketing Ethics paper Optional reading: Neuromarketing AI Chapter 9
8	Neuromarketing Evidence from Persuasion Studies	Research questions and neuroinsights from the field.	Discover concrete cases of neuromarketing studies	Learning Activities Live lecture Required readings Assessment: Module Quiz One page topic essay Discussion post Optional reading: Neuromarketing AI Chapter 9
9	Introduction to AI and Machine Learning in Neuromarketing	Tools for predictive eye tracking and attention mapping AI’s role in predictive analytics, consumer insights, and message optimization.	Learn tools for online and predictive eye tracking, attention, emotions, and cognitive effort	Learning Activities Live lecture Required readings Assessment: Module Quiz One-page topic essay Discussion Readings: Papers Optional reading: Neuromarketing AI Chapter 7
10 (skipped for Summer term)	Gen AI for analyzing neuromarketing Insights	AI tools and apps to detect patterns, compute scores and forecast behaviors	Practice and use AI methods for Capstone project	Learning Activities: Live lecture Required readings Assessment: Module Quiz One-page topic essay Discussion Readings: Papers
11 (skipped for Summer term)	GenAI for neuromarketing content	Generate copy, images and videos using neuromarketing triggers	Learn how to use GenAI to diagnose, write and create marketing content using neuromarketing AI	Learning Activities: Live lecture Required readings Assessment: Module Quiz One-page topic essay Discussion · Readings: Papers
12/10 (S)* *summer term is 12 weeks	Creating a custom Neuromarketing AI GPT	Create and train a neuromarketing AI LLM to analyze and create better marketing collateral, ads, web pages and more.	Learn the steps required to create the custom GPT, apply for a specific campaign	Learning Activities: Live lecture Required readings Assessment: Module Quiz One-page topic essay Discussion Readings: Papers Optional reading: Neuromarketing AI Chapter 8
13/11 (S)	Future of Neuromarketing and AI	Exploring the future intersections of neuromarketing, AI, and ethics. Guest lecture or webinar on upcoming trends.	Understand key trends and technology evolution that will impact neuromarketing AI in the next 5 years	Learning Activities: Live lecture Required readings Assessment: Module Quiz One-page topic essay Discussion Readings: Papers
14/12(S)	Capstone Project Presentation	Students present their final projects: integrating neuroscience, persuasion models, and AI-driven strategies. Peer reviews and feedback.	Implement a neuromarketing AI project such as using an API from a platform using computer vision to a custom ChatGPT.	Learning Activities: Live lecture Required readings Assessment: Capstone papers and presentation Optional reading: Neuromarketing AI Chapter 10

Course Goals

Master the science of persuasion to analyze and create messages enhanced by AI
Learn the future of neuromarketing AI

Course Learning Outcomes (CLOs)

By the end of this course, you will be able to: 1.Master the science of persuasion to create brain-friendly messages that drive decisions. 2.Understand consumer neuroscience and how brain structures process marketing stimuli. 3.Apply a leading neuromarketing model to craft persuasive messages aligned with consumer needs. 4.Leverage AI to generate personalized marketing that anticipates and meets customer expectations. 5.Utilize neuromarketing AI tools to analyze data from EEG, facial coding, eye-tracking and voice analysis 6.Ensure ethical neuromarketing practices while maintaining trust and integrity with customers. 7.Enhance leadership communication skills by using brain-based strategies to inspire and engage. 8.Predict consumer behavior with AI-powered insights to optimize marketing strategies. 9.Design data-driven campaigns informed by neuroscience and AI for higher impact. 10.Stay ahead of marketing trends by mastering the intersection of AI and neuromarketing.

Textbooks

Persuasion: Theory and Research (3rd Edition) by Daniel J. O'Keefe

Introduction to Neuromarketing & Consumer Neuroscience by Thomas Ramsoy

Thinking, Fast and Slow by Daniel Kahneman

Other Materials & Online Resources

Neuromarketing AI: The new science of persuasion in the age of intelligent machines (Morin, 2025)

Student Coursework Requirements

Assignement

Grade %

Live attendance and participation to Teams lectures

Weekly Quizzes (x11 or 13)

10%

Weekly Discussion Posts (x11 or 13)

10%

Weekly Topic Essays (x11 or 13)

20%

Midterm Exam (week 7)

15%

Capstone Project (week 12 or 14)

40%

Grading Policy

EP uses a +/- grading system (see “Grading System”, Graduate Programs catalog, p. 10).

Score Range	Letter Grade
100-97	= A+
96-93	= A
92-90	= A−
89-87	= B+
86-83	= B
82-80	= B−
79-77	= C+
76-73	= C
72-70	= C−
69-67	= D+
66-63	= D
<63	= F

Course Policies

Please review the AI policy. While JH supports its use, it should not be considered a substitute for organizing and expressing your thoughts and opinions in posts and papers. None of the course questions will be properly answered by any AI model since the material included in the class is mostly proprietary to the book others and/or to Dr. Morin.

Academic Policies

Deadlines for Adding, Dropping, and Withdrawing from Courses

Students may add a course up to one week after the start of the term for that particular course. Students may drop courses according to the drop deadlines outlined in the EP academic calendar. Between the 6th week of the class and prior to the final withdrawal deadline, a student may withdraw from a course with a W on their academic record. A record of the course will remain on the academic record with a W appearing in the grade column to indicate that the student registered and withdrew from the course.

Academic Misconduct Policy

All students are required to read, know, and comply with the Johns Hopkins University Krieger School of Arts and Sciences (KSAS) / Whiting School of Engineering (WSE) Procedures for Handling Allegations of Misconduct by Full-Time and Part-Time Graduate Students. This policy prohibits academic misconduct, including but not limited to the following: cheating or facilitating cheating; plagiarism; reuse of assignments; unauthorized collaboration; alteration of graded assignments; and unfair competition. Course materials (old assignments, texts, or examinations, etc.) should not be shared unless authorized by the course instructor. Any questions related to this policy should be directed to EP’s academic integrity officer at ep-academic-integrity@jhu.edu.

Students with Disabilities - Accommodations and Accessibility

Johns Hopkins University values diversity and inclusion. We are committed to providing welcoming, equitable, and accessible educational experiences for all students. Our courses are designed with a proactive approach to accessibility to minimize the need for disability disclosure and accommodation requests, but we recognize that you may need additional support. Students with disabilities (including those with psychological conditions, medical conditions, and temporary disabilities) can request accommodations for this course by providing an Accommodation Letter issued by Student Disability Services (SDS). Please request accommodations for this course as early as possible to provide time for effective communication and arrangements. For further information or to start the process of requesting accommodations, please contact EP Student Disability Services at ep-disability-svcs@jhu.edu.

Student Conduct Code

The fundamental purpose of the JHU regulation of student conduct is to promote and to protect the health, safety, welfare, property, and rights of all members of the University community as well as to promote the orderly operation of the University and to safeguard its property and facilities. As members of the University community, students accept certain responsibilities which support the educational mission and create an environment in which all students are afforded the same opportunity to succeed academically. For a full description of the code please visit the Student Conduct Code website.

Classroom Climate

JHU is committed to creating a classroom environment that values the diversity of experiences and perspectives that all students bring. Everyone has the right to be treated with dignity and respect. Fostering an inclusive climate is important. Research and experience show that students who interact with peers who are different from themselves learn new things and experience tangible educational outcomes. At no time in this learning process should someone be singled out or treated unequally on the basis of any seen or unseen part of their identity. If you have concerns in this course about harassment, discrimination, or any unequal treatment, or if you seek accommodations or resources, please reach out to the course instructor directly. Reporting will never impact your course grade. You may also share concerns with your program chair, the Assistant Dean for Diversity and Inclusion, or the Office of Institutional Equity. In handling reports, people will protect your privacy as much as possible, but faculty and staff are required to officially report information for some cases (e.g. sexual harassment).

Course Auditing

When a student enrolls in an EP course with “audit” status, the student must reach an understanding with the instructor as to what is required to earn the “audit.” If the student does not meet those expectations, the instructor must notify the EP Registration Team (EP-Registration@exchange.johnshopkins.edu) in order for the student to be retroactively dropped or withdrawn from the course (depending on when the "audit" was requested and in accordance with EP registration deadlines). All lecture content will remain accessible to auditing students, but access to all other course material is left to the discretion of the instructor.