This course aims to provide absolute beginners with a general view of neuromarketing and its practical application.

The course is intended for everybody. No previous background in neurosciences, economics, or medicine is necessary. The course is tailored for those who wish or need to have just a general idea of neuromarketing, its methods, and its efficacy, and then decide whether or not to go deeper with further courses.

At the end of the course, students are supposed to be able to understand the basics of neuromarketing, which means to have an idea of what neuromarketing is, what are the fields of the utilization of neuromarketing, how a neuromarketing test is structured and performed, and which are neuromarketing limits.

Students will learn also the main discoveries of neuromarketing about consumer behaviors and content creation.

Being an introductory course, the course will not give information on how to conduct a neuromarketing test, and it does not habilitate participants to conduct any kind of neuroscientific test.

Program:

Unit 1: the definition of neuromarketing and its principal fields of application.

Unit 2: the tools and instruments of neuromarketing (eye-tracker, electroencephalogram, galvanic skin resistance, magnetic resonance) and their outputs

Unit 3: what can we expect from neuromarketing testing? Some examples

Unit 4: the main discoveries of neuromarketing

Unit 5: the limitations of neuromarketing, the main criticism of neuromarketing