our vision
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What is neuromarketing?
Neuromarketing is a new way to think about consumer behavior, which is more accurate and useful because it takes into account how the brain actually works. In our courses you will learn evidence-based insights from neuroscience and psychology that will make your marketing strategies more effective and will reduce the waste of resources. |
The neuromarketing toolbox
The neuromarketing toolbox combines brain knowledge and neurotechnologies that help marketing professionals understand what consumers really feel and how they think. You will participate to hands-on workshop with eye-trackers, EEG and other bio-sensors (heart rate, skin conductance, EMG) that will reveal the full potential of neuromarketing. |
Learning objectives
The goal of our courses is to enable you to implement neuromarketing solutions for your business. You will (i) understand the deep impact that neuroscience insights have for successful marketing, (ii) become aware of the key brain dynamics underlying consumer behaviour, (iii) and learn how the emotional response and the preferences of your customers can be measured implicitly. |
For whom
Our courses are designed and adapted to the needs of any professional who works or is interested in the following domains: advertising; communication and media; customer journey; digital marketing; branding and employer branding; user experience; traveller experience; pricing; customer insights. |
What people say about our courses
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High quality of the training, very innovative, very actionable insights and practical workshops, excellent "reading" of the class (use of recap sessions, ability to adjust language and slides to the specific expertise of the attendees...).
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who we are
The teaching staff offers a unique combination of academic-level knowledge and insights on psychology, neuroscience and behavioral economics and the professional know-how due to a long experience in the marketing, neuromarketing and market research business.
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Davide Rigoni
Ph.D., Founder of ICense, Professor of Neuromarketing and Management Psychology at Hult International Business School, London UK, and Scientific Staff at Free University Brussels (VUB). His works on the neural and psychological bases of decision-making and free will are published in high-tier scientific journals and were presented worldwide. |
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Timothy Desmet
Ph.D., Co-founder of Profacts, Professor of Neuromarketing and Principles of Marketing at Hult International Business School, London UK, and Professor of Market Research at Free University Brussels (VUB). He conducted research in experimental psychology at the Massachusetts Institute of Technology, Boston, USA and at Ghent University, Belgium. |
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Wendy De Moor
Ph.D. in Experimental Psychology and founder of Foxtale, a full service qualitative market research agency, specialized in usability research. Wendy has more than 20 years of research experience within the field of usability. She works worldwide for international brands and multinational companies and is mainly specialized in complex software platforms and FDA testing for medical devices. |
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Demetrio Macheda
Founder of Original Skills and Professor of Human Resource Management & Business Coaching at the Centro Universitario Internazionale (CUI). He authored several books on the impact of neuroscience on HR management and soft skills development. |
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Claudia Civai
Ph.D., Senior Lecturer in Cognitive Psychology at South Bank University, London, UK. She is a recognized expert in economic decision-making. Her research focuses on how people integrate emotions, self-interest and social norms in order to make socio-economic decisions. |
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Giuseppe Sartori
Ph.D., Full Professor in Cognitive Neuroscience at the University of Padova, Italy. He authored more than 200 articles in high-tier scientific journals. He is known worldwide for his works on semantic memory and on economic decision-making. He developed scientifically validated methods to reveal individuals' implicit memories and intentions. |
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Duccio Martelli
Ph.D., Assistant professor of Finance at the University of Perugia (Italy) and visiting professor at Harvard University. He has also been visiting professor of finance at the University of Applied Sciences of Augsburg in Germany. He operates in behavioral finance, corporate finance, private banking and financial markets, and his main research interests include behavioral and neuro finance, financial education, responsible finance and real estate finance. He serves in different scientific committees of foundations and research centers and advises firms and not-for-profit organizations in the areas of financial education and asset management. |
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Oliver Genschow
Ph.D., Professor in Social Psychology at the University of Cologne, Germany. He conducts research in consumer psychology, social cognition and economic decision-making. |
our courses
Online course in neuromarketing & consumer behavior
online |
2 months |
virtual coach |
self-assessment |
case studies |
certificate |
In this interactive online course you get a thorough introduction about how the brain of the consumer really works.
Through 4 teaching sections, you will learn what neuromarketing is, how the different tools of neuromarketing (e.g. eye-tracker, emotion readers, unconscious priming and AI-powered sensors) can provide insights about consumer behavior, and how to conduct simple neuromarketing cases.
The course includes interactive virtual classes with international academics and professionals, home assignments and case studies, self-evaluation and access to exclusive learning material.
Through 4 teaching sections, you will learn what neuromarketing is, how the different tools of neuromarketing (e.g. eye-tracker, emotion readers, unconscious priming and AI-powered sensors) can provide insights about consumer behavior, and how to conduct simple neuromarketing cases.
The course includes interactive virtual classes with international academics and professionals, home assignments and case studies, self-evaluation and access to exclusive learning material.
Program and info
Next wave: 11th of May 2020
1. KEY CONCEPTS IN NEUROMARKETING
MODULE 1: The consumer’s brain
Unit 1: The brain
Unit 2: Senses and perception
Unit 3: Attention and Consciousness
Unit 4: Language and memory
Unit 5: Emotions and feelings
MODULE 2: The irrational consumer
Unit 1: Principles of behavioral economics
Unit 2: Biases and heuristics
Unit 3: Nudge
Unit 1: The brain
Unit 2: Senses and perception
Unit 3: Attention and Consciousness
Unit 4: Language and memory
Unit 5: Emotions and feelings
MODULE 2: The irrational consumer
Unit 1: Principles of behavioral economics
Unit 2: Biases and heuristics
Unit 3: Nudge
2. THE NEUROMARKETING TOOLBOX
MODULE 1: Neurophysiological methods
Unit 1: Eye-tracking
Unit 2: Emotion sensors
Unit 3: Brain imaging
MODULE 2: Implicit measures
Unit 1: Priming
Unit 2: AI-powered sensors
Unit 1: Eye-tracking
Unit 2: Emotion sensors
Unit 3: Brain imaging
MODULE 2: Implicit measures
Unit 1: Priming
Unit 2: AI-powered sensors
3. APPLICATIONS OF NEUROMARKETING
MODULE 1: Advertising
Unit 1: Engagement
Unit 2: Storytelling
Unit 3: Emotions
MODULE 2: Branding
Unit 1: Brand awareness
Unit 2: Brand image
Unit 3: Brand neuroequity
MODULE 3: Pricing
Unit 1: Willingness to pay
Unit 2: Neuropricing
MODULE 4: UX
Unit 1: Website usability
Unit 2: Product usability
Unit 1: Engagement
Unit 2: Storytelling
Unit 3: Emotions
MODULE 2: Branding
Unit 1: Brand awareness
Unit 2: Brand image
Unit 3: Brand neuroequity
MODULE 3: Pricing
Unit 1: Willingness to pay
Unit 2: Neuropricing
MODULE 4: UX
Unit 1: Website usability
Unit 2: Product usability
4. INTEGRATIVE READINGS
The online program will be supported by readings such as book chapters, business cases, and research reports.
LEARNING OBJECTIVES
- Understand how the brain influences the decision making of the consumers.
- Learn how to use the neuromarketing toolbox to gain actionable insights into consumer behavior.
- Apply the acquired knowledge to real marketing problems.
WHAT DOES THE PROGRAM INCLUDE?
- 24-hour access to study material, from anywhere, on any device
- Virtual coaching, follow-up and support from expert neuromarketeers
- Personalized feedback on the activities and the assessments
- Discussion forums and interaction with colleagues from all over the world
- Certificate issued by the International Center for Evidence-based Neuroscientific Education (ICENSE)
- Self-assessment to measure your learning progress
KICK-OFF AND DURATION
- The next wave will start on the 11th of May 2020 and will last for 8 weeks.
- The recommended time investment is 4-6 hours per week.
- Deadline for enrollment: 29th of April
PRICING
The cost of the online course is 790€ + VAT (21%)
EXECUTIVE MASTER IN NEUROMARKETING consultancy
classroom activities |
online assignments |
3 months |
guest lecturers |
hands-on demos |
international |
The Executive Master in Neuromarketing Consultancy is organized in collaboration with the Belgian-Italian Chamber of Commerce to provide a high-level hands-on learning experience. You will an in-depth introduction in how you can improve your marketing strategy and process by taking into account how the consumer brain really works.
Since the hypothesis of the Homo Economicus was introduced during the Enlightenment, philosophers, economists and marketers assumed that people were rational beings, mainly driven by optimizing self-interest. However, decades of scientific research has proven that this hypothesis is wrong. Since Daniel Kahneman won the Nobel prize for Economics in 2002, most scientists agree that people are essentially emotional, instinctive and irrational beings, who often take decisions that are actually against their own interest.
This wrong assumption also explains why so many marketing actions are not successful. Do you want to know how your customers (or your employees and suppliers) really make decisions?
Through 6 modules, we give an overview of the most recent thinking on this topic, but more importantly we provide concrete, tailor-made recommendations to improve all elements of your marketing mix.
Since the hypothesis of the Homo Economicus was introduced during the Enlightenment, philosophers, economists and marketers assumed that people were rational beings, mainly driven by optimizing self-interest. However, decades of scientific research has proven that this hypothesis is wrong. Since Daniel Kahneman won the Nobel prize for Economics in 2002, most scientists agree that people are essentially emotional, instinctive and irrational beings, who often take decisions that are actually against their own interest.
This wrong assumption also explains why so many marketing actions are not successful. Do you want to know how your customers (or your employees and suppliers) really make decisions?
Through 6 modules, we give an overview of the most recent thinking on this topic, but more importantly we provide concrete, tailor-made recommendations to improve all elements of your marketing mix.
Program and info
Next editions
Brussels, BE, May-July 2020
Milan, IT, Sep-Dec 2020
See calendar 2020 below for more information
Brussels, BE, May-July 2020
Milan, IT, Sep-Dec 2020
See calendar 2020 below for more information
1. THE IRRATIONAL CONSUMER
Module 1
The irrational consumer
We provide an overview of the most recent findings concerning the consumer brain. Through interactive examples and psychological experiments, we let you experience how irrational your brain is.
2. THE NEUROMARKETING TOOLBOX
The neuromarketing toolbox
Module 2
We let you use the most innovative research tools available to study how consumers really think and feel: eye tracking devices, emotion readers, stress sensors, EEG, reaction time tasks.
3. ADVERTISING: SEX SELLS... DOES IT?
Module 3
Advertising: sex sells...does it?
A lot of advertising does not boost sales, even in cases where the ad has generated a lot of buzz. In this module we explain the success factors of an ad that does boost sales.
4. PRICING: SUPERCHARGE YOUR PROFIT MARGIN
Module 4
Pricing: supercharge your profit margin
Pricing is one of the most complex elements of marketing. We will demonstrate that by fine-tuning your pricing model you can easily increase your margin with 10 to 20%.
5. BRANDING: HOW TO BUILD A LOVE BRAND
Module 5
Branding: how to build a love brand
Most companies are jealous about love brands like Apple, Nike or Coca-Cola. Once you understand the consumer brain, you can understand the building blocks you need to turn your brand into a love brand.
6. NUDGE AND THE KEY RULES OF PERSUASION
Module 6
Nudge and the key rules of persuasion
It is well known that sensory overload kills the quality of people's decisions in most aspects of their lives. In this module you will learn how you can bias decision-making to improve people's health, wealth, and happiness.
LEARNING OBJECTIVES
The goal of the master is to enable you to implement neuromarketing solutions for your business.
At the end of the master you will (i) understand the deep impact that neuroscience insights have for successful marketing, (ii) become aware of the key brain dynamics underlying consumer behaviour, (iii) and learn how the emotional response and the preferences of your customers can be measured implicitly.
At the end of the master you will (i) understand the deep impact that neuroscience insights have for successful marketing, (ii) become aware of the key brain dynamics underlying consumer behaviour, (iii) and learn how the emotional response and the preferences of your customers can be measured implicitly.
WHAT DOES THE PROGRAM INCLUDE?
Contact us to receive the detailed program in pdf.
CALENDAR 2020
MIlan, IT
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brussels, BE
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PRICING
The prices include breakfasts, coffee during the day and lunch.
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Price in euro (VAT excluded) |
Early bird price (1 month before kick-off) |
2655 |
Full price |
2950 |
Student discount (max 2 places) |
1950 |
Single modules |
890 |