NeuroMarketing in Business Specialization Course

DESCRIPTION

This course combines a theoretical framework with a dominant practical component for the central theme of Neuroscience Applied to Consumption, thus allowing each student to identify the potential of behavioral analysis, psychophysiological and electrophysiological data, applied to the context of consumption or interaction with individuals of consumption.

The course comes with a dynamic and innovative engine to be integrated into existing practices in companies, and combined with more traditional market studies, the course content will be complementary and will motivate structural changes in companies and partners.

It aims to show participants the importance of applying neuroscience in the context of business strategy, product creation, pricing strategy, distribution and communication.

With this course, trainees will change their state of mind regarding the strategic interventions to be applied in companies, they will understand the importance of identifying and reacting to stimuli, and then adapt and create products, campaigns, prices, websites or packaging capable of involving your customers.

OBJECTIVES

- Identify the basic notions of neuroanatomy and neurophysiology of the human brain, in order to reach a basic/medium level;
- Understand physiological and neuronal responses through research applied to consumer neuroscience with technological means (Eyetracking, EEG, galvanic skin response, among others);
- Help to understand consumers' buying behavior and their decision-making processes in the light of applied neuroscience;
- Understand the scientific principles related to the application of neurosciences applied to the market and consumption in the following dimensions: product, design, communication, packaging, and web.

LANGUAGE OF TEACHING: Portuguese