Neuroscience in Marketing

Course Objectives:

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

Programme Highlights:

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.