Introduction to Neuromarketing: Science & Practice

Neuromarketing has become one of the latest commercial buzzwords over the last decade, with many agencies claiming to offer neuromarketing services. Yet there is often considerable disagreement between agencies as to how these research techniques are best used for commercial research.

COURSE OVERVIEW

EVERYTHING YOU NEED TO KNOW

If you’ve heard the buzz about neuromarketing but you’re not really sure what it is or if the story’s you’ve heard are true this is the course for you. Currently there is a lot of misconceptions and myths about what neuromarkting can achieve – leading to researchers wasting a lot of time and money.

Over the course of  two days we will introduce you to the different neuromarketing techniques available to researchers, exploring the science behind how they work.

By developing a strong understanding of the science that underpins these techniques, you will be able to accurately analyse the relative strengths and weaknesses of each approach and understand which tool can best answer your research question.

This course will also look at how you should commission a neuromarketing project, exploring the questions you should be asking the agencies and how to use their results. This course will include a mixture of engaging demonstrations, case studies and practical activities.

This course is taught at Bangor University, North Wales by Dr. Paul Mullins, Director of the Bangor Imaging Centre. and Dr. Gareth J. Harvey, Lecturer in Consumer Psychology. Unlike many courses the teaching team at Bangor have first-hand experience designing, conducting and consulting on a number of neuromarketing projects. To read about an example project we’ve been involved in, look at our case studies.

This course will include a mixture of lectures, practical demonstrations, case studies and practical activities. However, while here students will get the opportunity to have a tour of the imaging suite and see our state of the art Philips 3T Achieva MRI scanner in action, as well as visiting one of our five Electrophysiological (EEG) labs, helping them understand what its like to participate in a neuromarketing study as a participant.

Teaching at Bangor has been award a Gold rating, the highest rating possible, in the latest Teaching Excellence Framework (TEF) assessment and the National Student Survey (NSS) placed Bangor amongst the UK’s top 10 universities (excluding specialist institutions) for student satisfaction. Not only this but 89% of our research output is classed as either world leading or internationally excellent.

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LEARNING FORMAT

Mixture of demonstrations, case studies and practical activities.

TOPICS COVERED

Neuromarketing techniques and the science of how, why and where they work.

WHO IS THIS FOR

Marketers and brand decision makers aiming to better understand decision making at a neuro-level.

DURATION & DATES

TWO DAY COURSE, RUNNING XXXXX

ALREADY FEEL THIS IS THE COURSE FOR YOU?

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