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