Neuromarketing

Program Summary

The offer for neuromarketing training has increased significantly in recent years.

Due to the increasing competitiveness of the market and empowerment of the consumer, brands and marketing professionals need to know their clients better.

Explicit or declarative techniques utilized in marketing and traditional market investigation provide valuable information on what these consumers think or feel about specific products or advertising.

However, with the technological advances and introduction of neuroscientific techniques, now we can also access the information that was previously impossible to obtain with declarative or observational methods (implicit investigation methods).

In this context, neuromarketing has been consolidated as a complementary, indispensable method to analyze and comprehend the behavior, cognition, and emotion of consumers.

Delving into the factors that influence our behavior, such as customer purchase behavior, is exciting, and the exponential interest in pursuing education and training in this area is only a natural consequence.

But the domain of this discipline is not limited to knowledge on the employed technologies, as it requires wide knowledge in cognitive sciences, scientific research, and marketing.

Neuromarketing is a complex, multidisciplinary specialty that requires holistic preparation in all these areas.

This increasing interest of brands and market investigation companies on hiring experts in consumer neuroscience, along with the interest of future students has led to a broad offer of courses by business schools, universities and other institutions.

Scientific research: you will learn how to execute experimental protocols, analyze and interpret results, besides learning how to interpret new findings on consumer neuroscience in related scientific studies.

Cognitive sciences: you will acquire basic knowledge that will help you understand the basic physiology of the nervous system as well as decision making processes and how these influence emotions or cognitive biases.

Marketing and publicity: you will learn the necessities of the consumer, of the brands, and the context; and therefore provide valuable learning and assist them in commercial strategies.

Traditional market investigation: this complements the nonconscious results of consumers with conscious results, obtained from the application of traditional market investigation techniques, such as focus groups, interviews, and surveys.

Neuromarketing techniques: and obviously, besides theoretical classes on neuromarketing techniques to measure, for example, brain activity or galvanic response, it is important to operate professional laboratories and execute pilot studies.