Directors, Managers, administrators, business owners, commercial and marketing areas, community manager or staff responsible for creating marketing campaigns and strategies or preparing for this level

DEVELOPING COMPETENCIES

Customer service, commercial spirit, listening, organizational sensitivity and written communication.

Differentiate immediate consumer products from long-lasting ones, and discover how their perception, motivation and behavior are, in order to create marketing campaigns and strategies that reach them effectively

Módulo 1.- Introduction

• What is emotional marketing?
• Role of psychology in marketing
• Importance of psychology in marketing
• Fundamentals of psychology applied to marketing

Módulo 2.- Use of techniques and actions of marketing psychology

• Consumption by impulse
• The brand
• Emotional value
• Emotional security

Módulo 3.- Neurosciences applied to marketing or neuro marketing

• Neuroimaging techniques: EEG, fMRI , MEG and PET.
• Principles of neurosciences
• Techniques for measuring the electrophysiological response of the skin
• Electrophysiological techniques for the evaluation of advertising messages
• research areas in neuroeconomics

Módulo 4.- Consumer Psychology 

• Psychological, personal and social factors
• Fear, ego, passion, belonging, nostalgia, happiness, tenderness
• Models used in consumer psychology
• 10 types of consumers and how to attract them

Módulo 5.- The purchase decision process

• Social networks and neural networks, similarities and differences.
• Neural bases of digital preferences.
• Sensory marketing, imitation and other neuromarketing strategies.
• Subcortical sales strategies: practical exercises.

• The participant will identify how neuroscience enhances the main marketing strategies in relation to the growth, development and competitiveness of products.
• Know the methodologies and techniques most used by neuromarketing for the process of designing marketing strategies and commercialization of products and services.
• Understand the importance of brain development and neuroscience in client management to achieve long-term relationships.