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Corporate

Neuromarketing

Corporate 55 hours

Introduction

The neuromarketing is a discipline that combines neuroscience and marketing, and which aims to identify and understand the information processes of the human brain in order to make more effective marketing and advertising decisions. This is the science which studies the processes which take place at the brain the human aspect of decision-making in purchase. The reason why consumers do or do not buy a product. With this training programme in Neuromarketing you will be able to understand the scope of the concepts associated with neuromarketing and its applicability by analysing real-life cases and by studying the effects that the advertising and brands have in mind, as well as providing a range of resources to develop successful strategies.

Objectives

  • To understand the scope of the concepts associated with the Neuromarketing and its applications analysing real-life cases and studying the effects that advertising and brands have on the mind.

  • Carry out research commercial and market-related.

  • Identify the different analytical tools.

Table of Contents

TEACHING UNIT 1. FROM MARKETING TO NEUROMARKETING.

  1. Concepts and fundamentals of neuromarketing.
  2. Fundamentals of Neuromarketing: Neural mechanisms applied to consumer behaviour and purchasing decisions.
  3. Brain structure and function.
  4. The scientific basis of neuromarketing.
  5. Memory and attention.
  6. The five senses + 1

TEACHING UNIT 2. BUSINESS AND MARKET RESEARCH.

  1. Real-world studies and case studies.
  2. Research into consumer behaviour.
  3. Analysis of purchasing behaviour.

TEACHING UNIT 3. NEUROMARKETING LABORATORY

  1. Analytical tools.
  2. Examples applied to the reality of the market.

TEACHING UNIT 4. PERCEPTIONS AND REALITIES.

  1. Factors influencing our perceptions.
  2. The senses.

TEACHING UNIT 5. FUNDAMENTALS OF MARKETING THROUGH NEUROMARKETING

  1. Application of knowledge.
  2. Branding: neuromarketing applied to product and brand positioning.
  3. The 4Ps and neuromarketing.
  4. Conceptualisation, communication and image.
  5. Communication, promotion and advertising.
  6. Product design and placement.
  7. E-commerce.

TEACHING UNIT 6. ADVERTISING AND MANIPULATION.

  1. Biological patterns of shopping behaviour.
  2. Mirror neurons.
  3. The tendency to follow others.
  4. Endogenous and exogenous factors that influence consumption behaviour.

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