ESPM – Brasil

Master in Consumer Neuroscience

what will you learn

In a dynamic environment that will alternate virtual and face-to-face meetings, students and professors will discuss from a theoretical and practical point of view how neuromarketing can transform the way we see the processes of influence and consumer decision-making, not only through a differentiated understanding based on behavior biology, but also through the use of new research technologies.

Integrating Discipline

Present the structure and general functioning of the course, the functioning of the classroom environment and the final work. Present the context of Consumer Neuroscience and what students will find in the course.

Basic

• Introduction to Neurosciences Module
• Neuroscience and Complex Behaviors Module
• Module Biological Behavior of the Consumer
• 21st Century Marketing Module

Intermediary

• Module Investigation Techniques in Consumer Neuroscience
• Ethics and Neurotechnology Module

Advanced

• Neuroscience and Brand Purpose Module
• Neuroscience and Advertising Communication Module
• Neuroscience and Product Development Module
• Neuroscience Module and Buying Behavior
• Neuroscience Module and the Digital World
• Neuroscience and the Entertainment Industry Module
• Course Completion Work (TCC)

*At the end of the course, students will present the course conclusion work (TCC) in person to a panel of professors. The presentation takes place at one of the ESPM units, in São Paulo, Rio de Janeiro or Porto Alegre.

Throughout this Master, students will be prepared to:

• Knowing how neuroscience can bring a more in-depth view of consumer behavior from scientific models of the biology of behavior.
• Understand how the application of consumer neuroscience can complement traditional market research, expanding the construction of insights and knowledge about consumer behavior.
• Develop skills to apply neuroscientific research in the development of consumer behavior analysis on several fronts, such as product development, advertising and publicity, branding, shopper marketing and in media research.
• Manage and coordinate consumer neuroscience investigations and research.

alumni profile

At the end of the course, students will be able to:

• Exercise strategic planning and project management functions in neuromarketing.
• Coordinate, plan and conduct neuromarketing projects for the development of marketing actions, market research, and research and development.

for whom it is intended

• Professionals and managers who work directly with the B2C market and are looking for new ways of understanding purchasing and consumption behavior for applications in product development, marketing, advertising, design, shopper marketing and media.
• Professionals and managers of market research institutes who want to develop neuroscience research as a new consumer research tool.
• B2C companies, advertising, communication and design agencies and research institutes that need to train their teams in the area of intelligence, research and planning. Coordinators and managers of several business segments linked to the evaluation of consumer behavior.