Master in Neuromarketing. Research techniques of the cognition and behavior of consumer, applied to businesses and advertising.

Master in Neuromarketing. Research techniques of the cognition and behavior of consumer, applied to businesses and advertising.

Master in Neuromarketing. Research techniques of the cognition and behavior of consumer, applied to businesses and advertising.
Master in Neuromarketing. Research techniques of the cognition and behavior of consumer, applied to businesses and advertising.

Neuromarketing
The behaviour of the consumer.

Are decisions rational or emotional? Are the decisions informed, suggested, influenced? Or are they results of information and reflection?

Neuromarketing
The power of Insight.

The message arrives without explanation?
How do we process them mentally?

Neuromarketing
Hidden motivations and hindrances.

Is it true that the traditional and the supermarket brand "are the same"?

Neuromarketing
Visual attention and Eye-Tracking

The Power of Images, Text, Logos and Packaging.

Studies Program

CONTENTS

Training Techniques on neuroscientific research, applied to marketing, for the study of consumer behavior, preferences, motivations, consumer decisions, etc.

Application of the techniques of neuromarketing in different practical cases, in the design of the product, price, distribution, promotion and advertising. Sensory studies.

Practice with magnetic resonance imaging, EEG, eye tracking, facial expression, galvánic response, amongst other techniques.

MODULES AND SUBJECTS

1-Health Field Module

1.1-Neurology. Introduction

Knowledge about brain function. Evolution. Capabilities. Previous studies, general introduction to acquire the knowledge necessary for neurological work.

1.2- Physiology of the Brain. Study of sensory functions and brain areas

Anatomical and functional study of the brain. The sensory perceptions, functions of each brain area.

2-Method Module and Research Tools

2.1. Social sciences and experimental results

Applied Research Procedures. Foundations.

2.2- Research Methods based on Biosensors

Eye Tracking and Other Research Technology

2.3. Experimental Designs Applied to Marketing.

Data Mining. Control of emotion, experimental applications in Neuromarketing of the product mix.

2.4 Research techniques based on diagnostic medical imaging.

Applied Research on the central nervous system through medical Imaging Techniques: Magnetic Resonance Imaging, Positron Emission Tomography.

  • Basic principles of diagnostic medical imaging.
  • Magnetic Resonance in research and marketing.
  • Functional Magnetic Resonance. Principles.

 

2.5 Statistical analysis of results with the capacity of calculation and interpretation of the data obtained in quantitative research.

Analytical approach to statistics. Consumer statistics, Results Validation, significant samples, methods of analysis, social networks.

3-Marketing and Business Module

3.1-Strategic and Operational Marketing

 

3.2-Research Applied on the Level of Business

Innovation, market demand, cultural research in business

3.3-Applied Research in Communication

Department of Advertising, Public Relations and Audiovisual Communication from UAB.

3.4- Study of Advertising Creativity. Insights, motivations and inhibitions.

 

4-Module in Experimental Studies in Neuroscientific Research

4.1-Case Studies

 

4.2-State of the Question: International Scope

The status of research in neuroscience today. Institutional encouragement of European Union research in neuroscience. Plan to Stimulate research by the US government to create a brain map. International speakers.

4.3-Development of a case of applied neuroscience research

Real case study based research of the persuasive impact of sensory stimuli managed by a trademark of food consumption. Study of brain perceptions in determining different aspects of product and brand.

5-Practices

6-Final Work of Master

TYPE AND WORKLOAD

In-house classes and individual work

  • Lectures
  • Student interaction, program management by professor with analysis and programming experiments.

Remote Work

  • Collection and analysis of data from experimental research
  • Group discussions of individually completed work of students in the course
  • The non-delivery or display the agreed day result in the total loss of the corresponding rating to activities undertaken in accordance with specified percentages

Additional Information

The virtual campus is used along with a character TIC video conference application for non-classroom lectures, when because of distance or time not possible to do so in person, which is accessed via password. It is planned that half of the classes will be taken online.

Master in Neuromarketing. Research techniques of the cognition and behavior of consumer, applied to businesses and advertising.
Master in Neuromarketing. Research techniques of the cognition and behavior of consumer, applied to businesses and advertising. Master in Neuromarketing. Research techniques of the cognition and behavior of consumer, applied to businesses and advertising.
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