The Executive Master in Neuromarketing, Consumer Neuroscience and Market Research aims to provide the necessary knowledge to understand the main ways of using neuroscientific research strategies applied to marketing and communication, as well as the motivations underlying the use of these innovative market research systems. The integration of the basic elements of consumer neuroscience with traditional research strategies allows to understand the deeper mechanisms of decision-making processes, offering the necessary skills to create effective persuasive messages.
The master’s programme consists of 10 modules with a total duration of 276 hours of online lectures and seminars.
Streaming lessons from Tuesday to Thursday, from 18:00 to 20:30.
One Saturday a month in presence from 9:30 to 13:00.
The Master’s programme includes 24 hours of workshop activities.
MODULE 1: Fundamentals of consumer neuroscience
MODULE 2: Fundamentals of Intuitive Marketing and Brain Functioning
MODULE 3: Sensory, experiential and emotional marketing
MODULE 4: Neuromarketing tools and augmented reality
MODULE 5: Neuromarketing research methodology
MODULE 6: Principles of neuroeconomics and neurobranding
MODULE 7: Neuromarketing applied to the digital experience
Neuroscientific Analysis and Techniques: practical applications and laboratory experimentation
MODULE 8: Neuromarketing applied to advertising and packaging
MODULE 9: Neuroretail: neuromarketing in the field
MODULE 10: From BIG DATA to consumer neuroscience
At the end of the lessons there is the possibility to carry out an internship at the companies involved.
The aim of the course is to offer scientifically valid and comprehensive professional training on the management of the latest Neuromarketing tools, the most innovative research strategies and methodologies, which can also be integrated with the growing amount of data offered by technologically advanced survey systems.
The master is intended for students and professionals in marketing and communication, experts in market research using traditional methods.
Brand & Communication managers, media managers, shop managers, market researchers, freelancers, entrepreneurs or those interested in the subject are the target group of this course.
The project foresees the organisation of experiments and the participation in specific researches with all the instruments of the Neuromarketing Research Centre of IULM, born, among the first in Italy, in 2008.
In this laboratory it will be possible to participate in research activities both in presence and online in order to gain specific skills for the development of experimental projects supporting each application module.
• Neuromarketing project manager
• Neuromarketing laboratory manager
• Packaging design manager
• Research departments of mass consumption product companies
• Product design and commercializsation strategies
• Consumer behavior analyst
• Advertising agencies manager
• Company management departments
• Strategic and operative marketing expert
• Political communication and propaganda consultant
• Account planning for advertising agencies
• Market Analyst for market research companies
• Project manager, account executive
• Brand management for SMEs and large corporation
• Marketing management for media and advertising companies