Neuromarketing and Market Research
Online Master's in Neuromarketing and Consumer Behaviour
Presentation of the Master's in Neuromarketing and Market Research
The field of market research is growing fast in the 21st century. The Master's in Neuromarketing and Market Research taught at OBS Business School is designed to meet the needs of companies which require professionals with the skills to collect and analyse market information, enabling them to make the most appropriate strategic and operational decisions.
The Master's in Neuromarketing and Market Research has a curriculum combining fundamental knowledge about market research with the most advanced methodologies on neuromarketing, ethnography and digital market research systems.
The educational program offers the unique opportunity for participants to move quickly to leadership positions in the field of neuromarketing, and new jobs in the fields of market research, both offline and online, contributing to new media and new technologies.
We prepare students to develop their career in marketing research thanks to high specialisation and advanced training, leading to high employability in leading companies in the sector and large corporations with their own departments dedicated to market research and neuromarketing. With the guidance and expertise from professors, mainly consisting of active professionals and managers, students will be successfully prepared to face the highly competitive international workplace.
We must collect, analyse and interpret information from the market appropriately. In today's society, the development and appropriate use of quality information is a key competitive advantage over competitors. Finding out and meeting the needs and wishes of users and consumers involves having a thorough knowledge about their behaviour, motivations, preferences and perceptions. We must understand how the biological, psychological, social and cultural traits of consumers affect how they make decisions and their purchasing behaviour.
- Market analyst for market research companies
- Project manager, account executive
- Brand management for SMEs and large corporation
- Marketing management for media and advertising companies
- Neuromarketing project manager
- Account planning for advertising agencies
- Neuromarketing laboratory manager
- Packaging design manager
Objectives of the Master's
- To prepare for management positions and professional development in the field of client/consumer analysis using fundamental market research methodologies and advanced neuromarketing techniques
- To understand the marketing research process to define opportunities and problems in marketing products and services
- To develop the capacity to implement and manage marketing and neuromarketing research projects
- To know about and understand the programs used in marketing research specialities and different analytical techniques
- To analyse consumer behaviour to increase the probability of success for business strategies, both in the physical and digital environments
- To be able to develop high-impact and highly effective brands using the neurological analyses of consumers
Curriculum of the Master's in Neuromarketing
Block 1: Market research
> Module 1. Basics of qualitative research
This module examines the nature of qualitative research and its increasing value in market research. The role of interviewing focus groups and the behaviour thereof will be explored. Other topics include in-depth interviews, projective techniques, observational research and the Delphi method.
- Qualitative research design
- The interview
- The focus group
- Projective techniques
- The Delphi method
> Module 2. Statistical methods for market research
The application of probability and basic statistical methods for solving marketing research problems. Students will be introduced to the basic concepts of probability and statistics. At the end of the course, they will be able to use statistical tools such as analysis of variance, regression and chi-square tests for market research problems.
- Statistical inference
- Hypothesis testing
- Analysis of variance
- Chi-square test
> Module 3. Quantitative research methods and techniques
This course addresses the most important quantitative models and techniques for market research. Survey methodology, questionnaire design, sampling techniques, panels, etc. will be discussed. Students will learn how to apply the techniques, as well as understand the latest methodological advances in quantitative techniques.
- The survey
- Preparation of questionnaires
- Sampling techniques
- Research panels
> Module 4. Digital market research and ethnography
The internet and digital technologies are ubiquitous in everyday life and are key places where consumers create relationships, develop practices and build their identity. Taking the internet as an object of study and a research tool as a starting point, this subject investigates the consequences of this phenomenon on qualitative research methods. It also presents the tools to investigate "in" and "the" digital world, giving the keys to solve the problems that arise when implementing qualitative research and digital ethnography.
- The internet and socio-cultural practices
- Digital ethnography
- Methodological tools for digital environments
- Analysis of text and visual data
Block 2: Consumer behaviour
> Module 5. Consumer psychology
This module focuses on the study of human perception applied to communication processes and marketing. Gestalt psychology, the behavioural model, the cognitive model, absolute and differential thresholds and subliminal messages are some of the topics covered in this course, so that the student is equipped with the fundamental concepts of psychology applied to the study of consumption.
- Human universals
- Perception and emotions
- Subliminal messages
- Learning and behaviour
> Module 6. Social media intelligence and web analytics
This course focuses on web analytics technologies and how companies and organisations can use technology to measure web traffic, improve commercial presence and conduct market research. The course will also teach students how to analyse social network data and apply that analysis to develop marketing strategies.
- Collection, analysis and reporting techniques for website and social network traffic
- Tools and diagnostics associated with web analytics
- Web analysis strategies and the implementation thereof
- Social media intelligence strategies and tools
> Module 7. Sensory and experiential marketing
Both sensory marketing and experiential marketing aim to take the brand experience beyond what we are used to. This subject will give guidelines to design marketing activities with a high impact on consumers through the senses and the experience of the brand. Students will also learn how to use games (gaming) as an experiential marketing tool.
- The emotional model
- The rational model
- Sensory and affective experiences
- Cognitive and physical experiences.
Block 3: Neuromarketing
> Module 8. Basics of neuroscience applied to marketing
Neuromarketing is simply the application of neuroscience to advertising communication, microeconomics and marketing. This subject will present the basics of neurological models that support this field of research and knowledge, also discussing how they are used in the business and company world. For this, students need to know the basic principles of neuroanatomy and neurophysiology of the human brain to then show how it affects motivation and behaviour.
- Attentional systems
- Systems 1 and 2. Quick thinking vs slow thinking
- Emotion and motivation. Somatic marker and making intuitive, irrational decisions.
- Self-regulation: Frontal lobe, discount function and transtemporal organisation of behaviour.
- Implicit and explicit memory.
Module 9: Branding and neuromarketing.
The current world of marketing is based on the construction of meanings from global brands. In this module, students will study successful advertising and marketing cases, where concepts learned from consumer psychology and neuroscience applied to marketing are consolidated through strategic marketing.
- Brand identity
- Brand personality
- The brain and positioning
- Image and reputation
> Module 10. Neuromarketing applied to digital experiences
This module teaches the current state of neuromarketing in the design of experiences focussed on insights, via digital interaction scenarios and the construction of narratives that support marketing strategies. In turn, this subject is connected to the following one, which continues with the same approach, via the development of the additional prospects of neuromarketing and the digital world.
Final Master's Project (FMP)
As the final Master's project, students will design a complete research project in the field of marketing management under the supervision of a tutor. The research project will allow students to apply all the knowledge acquired during the programme when they identify and define a research problem, developing the design and scope of the study and implementing the analysis tools and result report.
- Business game: marketing simulation with Markstrat
This simulation is the ideal place to develop skills in making decisions related to segmentation and positioning strategies, the allocation of resources for different brands, integrated marketing communications and multiple channels with intermediaries. Students learn how to motivate consumers and channel partners and measure their progress using market research.
- Neuromarketing laboratory
Workshop focusing on the practical application of neuromarketing tools learned in the relevant modules of the programme, including the following:
- Fixed and mobile EyeTracker
- Neuroscience consumption laboratory
- Gesell chamber
- Emotive laboratory
- Webinars from tool suppliers
Throughout the course, a series of webinars will be conducted with leading marketing research tool (software) suppliers. The objectives are:
- To show students different suppliers and tools for qualitative data analysis, qualitative research and the design and implementation of surveys, statistical analyses, etc.
- To develop evaluation criteria in order to choose different support tools for making decisions in relation to market research.
- To know the application of different computer systems in real cases of market research.
- Management meetings
Above and beyond the case studies for each of the subjects, and the experience of professors, meetings with top-level managers will be held throughout the programme as video conferences. At these events, speakers will share experiences in the design and management of marketing research projects.
Requirements for the Master's in Neuromarketing
The fundamental goal of our application process is to ensure the suitability of candidates. All participants must get the most out of this learning experience via a context in which it is possible to develop a long-term relationship with classmates, professors and alumni.
Here are the stages of the application process:
1. Application prerequisites
2. Application for admission
3. Personal interview
4. Letter of motivation
5. Evaluation by the Admission Committee
Award of the Master's in Neuromarketing
People who pass the programme assessments and who meet the academic requirements set by the UB will be awarded the Master’s from the UB (University of Barcelona). In addition, everyone who passes the assessment will receive the degree from EAE Business School.
To obtain the qualification from the UB, you must have a University Degree (Engineering, Degree or Diploma). If you do not have a University Degree, once you have passed the different assessments, you will obtain a diploma accredited by the UB.
Scholarships and Grants for the Master's in Neuromarketing
OBS offers candidates a Scholarship Programme in order to promote the continuous training of professionals, entrepreneurs and managers. To qualify for one of these scholarships, which finance a part of the programme, candidates must be admitted to the programme and meet the specified requirements.
The Admissions and Scholarships Committee shall assess the profile and professional career of candidates, the reasons given in the scholarship application letter and the professional and academic recommendations of the candidate.
Currently, the following scholarships are available:
OBS Experience Scholarship
Objective: To promote the continuous training of future professionals through the OBS Online Methodology, which is registered as its own model of online learning.
Requirements: Candidates with no previous experience in online learning models who meet the academic and educational requirements of their programme of interest.
Manager Profile Scholarship
Objective: To promote managerial skills in candidates with extensive professional experience.
Requirements: Scholarship available to candidates with more than 3 years of professional experience in positions of responsibility, who wish to acquire managerial skills and abilities to make a qualitative leap in their professional career.
Online Business Management Scholarship
Objective: To promote the generation of online companies, as well as the creation of new business models based online, and the digitisation of traditional businesses which are not yet active on the internet.
Requirements: Candidates who wish to acquire the knowledge and skills necessary to do business on the internet and drive new digital business models, in their own company or as a manager.
Programme Director Master in Neuromarketing and Market Research
- CEO at En Mentte - Psicología del Consumidor
- Publicista de la Universidad Pontificia Bolivariana (Medellín, Colombia)
- Psicólogo de la Universidad de Antioquia (Medellín, Colombia)
- Especialista en Estudios Políticos de la Universidad EAFIT (Medellín, Colombia) y en Marketing Digital de Aula CM (Madrid, España)
Luis Toro Dupoy
- Master’s Degree in Business Administration, University of St. Thomas (Houston, Texas)
- Master’s Degree in Marketing Management and Commercial Management from ESIC (Madrid, Spain)
- Degree in Clinical and Industrial Psychology (Caracas, Venezuela)
- PhD in Business Economics and Quantitative Methods from Universidad Carlos III de Madrid
- Master’s in Business Economics and Quantitative Methods from Universidad Carlos III de Madrid
Miguel Ángel Campos
- Director de Estudios Cualitativos
- Licenciado en Antropología Social y Cultural. UNED Licenciado en Psicología. Universidad Complutense de Madrid.
- Especialista Universitario en Sociología del Consumo por la Universidad Complutense de Madrid
- Director de Marketing Digital en StarVie.
- Master en Analítica Web en Kschool (Madrid, España).
- Master en Marketing Profesional UCM (Madrid, España)
- Licenciado en Relaciones Industriales en la Universidad Católica Andrés Bello (Caracas, Venezuela).
Gustavo Rojas Pavez
- Jefe Laboratorio Neuromarketing y UX en Banco Bci
- Master’s Degree in Consumer Behaviour from the University Adolfo Ibañez (Chile).
- Ingeniero Comercial (UAS)
- Scrum Master & Product Owner certificate.
- Profesor de estrategia digital, estudios cualitativo, UX/IxD y analítica web.
- Consultora senior en investigación de mercados
- Licenciada en Sociología por la Universidad de La Coruña
- Investigador en OBS Business School. Área académica de Marketing
- Experto en investigación de mercado y etnografía digital
- PhD en Antropología social por la Universidad Autónoma de Madrid y la Université Claude Bernard de Lyon.
- Psicólogo por la Universidad de San Buenaventura, con especialización en Neuropsicología orientada a las Organizaciones.
- Doctorado en Neurociencias cognitivas y Post Doctorado en Ciencias.
- CMO en Experia-Marketing de Experiencias
- Profesora de marketing digital y gamification en EAFIT
- Publicista de la Universidad Pontificia Bolivariana (Medellín, Colombia)
Julio César Cardona
- Neuro-psicólogo clínico.
- Psicólogo por la Universidad de San Buenaventura (Medellín, Colombia)
- Docente de psicobiología y neuropsicología en facultades de Ciencias Sociales de la Universidad de Antioquia y la Universidad Pontificia Bolivariana.
- Dedication60 ECTS
- InitiationNovember 2017
- Term12 months
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