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Neuroscience in Marketing

by Executive Education, IIM Ahmedabad Claim Listing

Neuroscience in Marketing Course is Offered by Executive Education, IIM Ahmedabad

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Course Details

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.

IIMA has been offering Executive Education (MDP) programmes right from its inception in 1961.Over the years, it has offered 1800 plus programmes.

It was a deliberate decision to begin the academic activities at IIMA with an Executive Education Programme (EEP). The first set of executive courses designed, developed, and offered by IIMA have now become popular as the 3-Tier Programmes (3TP). 

Since then, IIMA has been constantly adding to the list of EEPs. For the academic year April 2016 - March 2017, around 100 EEPs have been planned including a few new programmes. This list includes the flagship EEPs such as:

  • 3TP Emerging Leaders' Programme
  • 3TP Senior Leaders' Programme
  • 3TP for Top Management
  • Transforming Small & Medium Enterprises
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  • Vastrapur Branch

    Indian Institute of Management Ahmedabad New Campus, Vastrapur, Ahmedabad

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