Advances in the fields of neuroscience and neuroeconomics are re-defining and enhancing our understanding of how human beings make decisions in general and how consumers make decisions from a marketing perspective. Laboratory and field-based applications are now leading to new insights on consumer behaviour that have a direct impact on how marketers should be developing and implementing their marketing plans. This programme seeks to build on the emerging knowledge in this field with its applications in the area of consumer behaviour, pricing, packaging and marketing communications.
The programme is designed
To develop the participant's basic knowledge of how the human brain operates – what are some basic brain operating principles?
To understand using the brain operating principles how we take decisions based around the themes of “thinking and feeling,” prediction, confidence, risk, fear, surprise, regret and happiness; how the brain receives stimuli, processes them and the responses that it generates.
To learn about the appropriate use of neuro tools in the generation of consumer insights.
To apply these insights in the areas of pricing, marketing communications, packaging, product design, etc. with the objective of producing behavior change in the target audience
The programme would incorporate:
Basic principles of brain organisation including functional neuro-anatomy.
Understand and evaluate key neuromarketing tools such as functional magnetic resonance imaging (fMRI), and electroencephalography (EEG), eye racking, RFI, etc.
Capabilities and limitations of these methods with examples of their application.
Important consumer neuroscience research in marketing, pricing, branding and product design to highlight areas of future potential.
Applications of neuroscience in different marketing areas.
This course is aimed at anyone involved in the promotion of products, services or brands and anyone who has ever wondered how neuroscience can be used to help understand consumer behavior and wants to achieve behavior change. In terms of area, marketing generally defined, pricing, sales, branding and product design are key functions that can have substantial benefits from the programme.
This could include:
Account Managers; Creative Leads in Advertising Agencies
Marketing Managers in Consumer Products
Market Research Professionals
Brand and Business Consultants
Professionals with PR firms
CXOs with Marketing related responsibilities
It's also suitable for anyone who uses the above kinds of services or agencies and wants to be more informed about what's on the market in terms of neuroscience in marketing. It is also useful for managers seeking to achieve behaviour change in the field or in their organizations.