Catalog Area: Sales, customer service and collections
Duration: 08 Hrs.
Modality: online and Face-to-face modality
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OBJECTIVE:
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
BASIC COURSE INFORMATION:
ADDRESSED TO:
AGENDA
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.
BENEFITS
- 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.