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