Neuromarketing & Consumer Behaviour

The current saturation of markets makes it critical to know better consumers for the success of any brand. In the last decades, the research on consumer behaviour has been mainly carried on by applying self-reported methodologies. However, science has proved that consumer decisions involve not only conscious processes but also unconscious ones. Neuromarketing has awakened great interest in the context of marketing due to its ability to provide access to the unconscious reactions of the consumer. Definitively, the main purpose of this course is to provide the student knowledgeable about the basic principles and concepts related to neuromarketing. Therefore, throughout the course, students will learn how to measure unconscious consumer reactions to different marketing stimuli such as packaging, advertising, websites, mobile apps, etc. They will learn how to design research studies combining self-reported and neuromarketing research techniques. Also, this course will approach them to
neuromarketing data analysis and interpretation and will show the how to transform the results into valuable insights for companies, that result in lasting relationships with their customers and, ultimately, an improvement of their business results.

Course leader

MOYA BURGOS Ingrit & SIMÓN SANDOVAL Pamela, Complutense University of Madrid, Spain

Target group

Bachelor students

Course aim

At the end of the course the students will be capable of:
• Understand the behavioural economics fundamentals and recognize why it matters in
marketing.
• Describe the key phases of the consumer decision-making process and the drivers of
consumer behaviour.
• Identify the main neurological correlates of consumer decision making
• List the main self-reported research methodologies (qualitative and quantitative) and
understand how and when to apply them correctly in the context of marketing research.
• Identify the main neuromarketing techniques (Electroencephalography (EEG), Galvanic
Skin Response (GSR), Eye-tracking (ET), Implicit Association Test (IAT), Facial Coding), how
they work, the metrics they provide and their usefulness in the context of marketing
research.
• Accomplish the setting up of a neuromarketing lab.
• Make a neuromarketing research proposal including all the information needed to run
a study from end to end.

Credits info

6 EC
Participants can receive the following certificates:

- Certificate of Attendance: awarded after the summer school to all participants who have completed the three-week programme.
- Transcript of Records (with credits and grades): awarded only to participants who complete all course requirements and pass the final examination.

Fee info

EUR 650: Find more information on our website.

Scholarships

None.

Register for this course
on course website