Master in neuromarketing

OVERVIEW

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 this master 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.

neurotechnology 

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 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.

for whom

The master will be useful to 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.

Program at a glance
A SAFARI THROUGH THE CONSUMER BRAIN​

In this master you get a hands-on 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.

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.

Module 2

The neuromarketing toolbox
​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.

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.

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%.
​

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.

Module 6

Nudging and the 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.

calendar 2020

MIlano

WhERE

Piazza Luigi di Savoia 6
20124 - Milano, Italy

WHEN

The lectures will be given on the following Saturdays (9h30-18h):

​September
19/09
October
03/10 - 10/10 - 31/10
November
21/11
​​December
05/12 - 19/12

Brussels

WhERE

Rue de la Loi 26
1000 - Brussels, Belgium

WHEN

The lectures will be given on the following Saturdays (9h30-18h):

​May
09/05 - 16/05
June
06/06 - 13/06 - 20/06 - 27/06
July
04/07

projects

Using neuromarketing to set the optimal price
​What is the best pricing strategy for an innovative software entering the market? How much are clients willing to invest? What is the perceived value?
By looking at the implicit reactions of the prospect clients, it was possible to determine the price they were willing to pay for a mobile workforce management software. It turned out that the optimal price was almost 70% more than the retail price!
Retail optimization with smart sensors
Do you really know your audience? Do you have an idea about how your customers feel about your products? Do they pay attention to your goods?
Knowing your target market is crucial in retail marketing, and technological advances currently allow to measure the audience in real time with AI-powered smart sensors. By measuring the engagement of the audience in a deli-market platform, we gathered actionable insights and provided key recommendations to our clients for in-store retail optimization.

who we are

The teaching staff provides a unique combination of academic-level knowledge and insights on psychology, neuroscience and behavioral economics with the professional know-how due to a long experience in the neuromarketing business. 
​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.
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.
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.
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.
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.
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.
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.
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.

pricing

The prices include breakfasts, coffee during the day and lunch.
#
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

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International Center for Evidence-Based Neuroscientific Education - ICENSE BV
Rue Charles Martel 8, 1000 Brussels, Belgium
VAT: BE 0730.961.217