Visualisation plan de cours
2026 / 2027
EM094M46
Attention-Based Marketing
Programme
PGE PGE4 FI
Semestre
B
Coefficient
5
Volume horaire
Face à face : 27 H
Travail personnel indicatif : 54 H
Discipline
Marketing
Nombre de places
45
Cours ouvert aux étudiants visitants
Oui
Langue d'enseignement
Anglais
Responsable
PFIFFELMANN
Liste des intervenants
| Intervenant(s) | Volume horaire | ||
|---|---|---|---|
| Jean PFIFFELMANN | jean.pfiffelmann@em-strasbourg.eu | 27 h CM |
Discipline
Marketing
Descriptif
The Attention-Based Marketing course is designed to provide students with a solid foundation in the fascinating field of attention marketing and eye tracking. It offers a comprehensive approach to understanding and applying the fundamental principles of attention marketing, which has become essential for capturing consumers' attention in today's highly competitive environment. Advertisers are constantly competing for this increasingly scarce resource, as consumers face multitasking demands and pervasive advertising clutter.Students will explore a range of attention marketing strategies and techniques, with a particular focus on designing visually engaging and effective advertisements. They will learn how to optimize the visibility and impact of their advertising campaigns, enabling them to stand out in an increasingly saturated marketplace.
MAC
Analyser et critiquer une vision stratégique et managériale dans un contexte incertain/Analyse and critically assess a s
10 ECTS
Contribution pédagogique du cours au programme
Develop impactful management using the latest knowledge and tools in the fields of management |
|---|
| Determine a strategic and managerial vision in a complex, uncertain and changing environment |
| Evaluate sustainable managerial practices using managerial concepts and instruments as well as digital tools |
| Design solutions adapted to organizational problems by applying relevant methodologies |
Develop advanced managerial skills for responsible leadership |
| Co construct a managerial and organizational culture through collaboration and team projects |
Objectifs pédagogiques - COGNITIVE DOMAIN
A l'issue du cours, l'étudiant(e) devrait être capable de / d'...
- evaluate the effectiveness of attention-based marketing tactics using eye-tracking data
- assess the validity of an eye-tracking experiment
- interpret eye-tracking metrics
- justify the selection of eye-tracking measures
- design a controlled eye-tracking experiment
- develop advertising stimuli for an eye-tracking experiment
- generate research hypotheses
- synthesize eye-tracking findings
Objectifs pédagogiques — Objectifs de développement durable (ODD)
ODD portés par la politique RSO de l'EM.
Plan / Sommaire
Chapter 1 | Attention-based marketing.
Chapter 2 | Theoretical foundations.
Chapter 3 | Principles of experimentation.
Chapter 4 | Stimuli design.
Chapter 5 | Foundations of eye-tracking.
Chapter 6 | Eye-tracking and cognitive processes.
Chapter 7 | Set up the eye-tracking experiment.
Chapter 8 | Data collection in INSPIRE lab.
Chapter 9 | Data analysis.
Chapter 2 | Theoretical foundations.
Chapter 3 | Principles of experimentation.
Chapter 4 | Stimuli design.
Chapter 5 | Foundations of eye-tracking.
Chapter 6 | Eye-tracking and cognitive processes.
Chapter 7 | Set up the eye-tracking experiment.
Chapter 8 | Data collection in INSPIRE lab.
Chapter 9 | Data analysis.
Prérequis nécessaires
Connaissances en / Notions clés à maîtriser
Be comfortable using a computer and standard software applications.Supports pédagogiques
Mandatory tools for the course
- ComputerDocuments in all formats
- Other : PDF course materialsMoodle platform
- Upload of class documents- Interface to submit coursework
- Assessments
Adossement à la recherche
Ce cours est adossé à la recherche.
- Research-led (par les contenus)Le cours mobilise des connaissances issues de la recherche académique récente.
- Research-tutored (par la discussion)Le cours développe l’analyse critique et la discussion de contenus (presse, rapport d’études…), travaux ou résultats de recherche.
- Research-oriented (par les méthodes)Le cours initie les étudiants aux méthodes, outils ou raisonnements de recherche (collecte/traitement de données, ateliers méthodes, exercices de protocole, etc.).
- Research-based (par l’enquête)Le cours engage les étudiants dans une démarche d’enquête ou de production de connaissances (mini-projets de recherche, études de terrain, poster/rapport).
Bibliographie/références académiques
Orquin, J. L., & Holmqvist, K. (2018). Threats to the validity of eye-movement research in psychology. Behavior research methods, 50, 1645-1656. Orquin, J. L., & Holmqvist, K. (2019). A primer on eye-tracking methodology for behavioral science. A handbook of process tracing methods, 53-64.Travaux de recherche de l'EM
Pfiffelmann, J., Dens, N., & Soulez, S. (2020). Personalized advertisements with integration of names and photographs: An eye-tracking experiment. Journal of Business Research, 111, 196-207. Pfiffelmann, J. (2026). Beyond the clear skin ideal: How a model’s facial skin appearance influences consumer attention to cosmetic advertising and brand attitude. International Journal of Advertising. Pfiffelmann, J., De Pelsmacker, P., Guillot-Soulez, C., & Soulez, S. (2025). Do green employer labels matter? A study of the impact of advertising environmental responsibility on recruitment. International Journal of Advertising, 44(6), 985-1016.Modalités d'évaluation
Liste des modalités d'évaluation
Evaluation intermédiaire / contrôle continu 1
Dernière séance
Compétence mesurée
ILO1.1-PGE, ILO1.2-PGE, ILO1.3-PGE
Evaluation intermédiaire / contrôle continu 2
Modalités de feedback
Feedback after the oral presentation
Compétence mesurée
ILO1.1-PGE, ILO1.2-PGE, ILO1.3-PGE, ILO2.1-PGE