This course enables students to understand the concept of neuromarketing and how it can help marketeers in understanding consumer behavior and making marketing decisions. Hence, students will acquire knowledge on how the brain of consumers responds to marketing actions, including attention, memory, emotions and decision-making among others.
*General objective:
5.B Construct expert knowledge from cutting-edge information
This course will be divided into 6 sessions in Lille (extensive format) and into 4 sessions in Paris (intensive format). The first session will provide a general introduction of the concept of neuromarketing (what is + why using neuromarketing compared to ‘traditional’ marketing), exploring the consumers’ brain functions and the different brain research methods used in neuromarketing. The following five sessions will provide apllications of neuromarketing whereby different topics will be discussed such as emotions & feelings, segmentation and positioning, pricing, packaging, sensory perceptions, branding, gender differences, sexual cues, and advertising among others in the light of neuromarketing as a tool to understand consumer decision-making and/or guide marketing decisions.
