Master in Neuromarketing & Consumer Behaviour
- ONLINE
- 60 ECTS
- 7500€
- OPEN CALL
- 12 months
- SPANISH
The Master in Neuromarketing and Consumer Behaviour provides marketing professionals with the necessary techniques and tools to analyse and gain in-depth knowledge of consumer behaviour through neuroscience, thus achieving a deep understanding of current and potential customers, as well as of the sector and the competition. This program is ranked TOP 5 in Spanish in the Marketing category of the Eduniversal's Best Masters Ranking 2021.
Master in Neuromarketing & Consumer Behaviour (Spanish)
Universitat de Barcelona
Get a double degree from our academic partner, the reference university in Catalonia and Spain with more than 560 years of history behind it.
QS Stars Rating System
We are the first 100% online Business School in the world to receive the QS Stars rating, obtaining the highest distinction, five QS Stars, in the Online Learning category.
Ranking Eduniversal
The Master in Neuromarketing is ranked 5th in Spanish in the Marketing category of Eduniversal's 2021 Best Masters Worldwide Ranking.
Objectives
OBJECTIVE 1.
CONSUMER BEHAVIOR
Acquire the essential tools and learn the key skills to analyse and understand consumer behaviour in order to increase the probability of success of commercial strategies.
OBJECTIVE 2.
NEUROMARKETING TOOLS
Learn about the different neuromarketing tools and acquire a practical vision of their use to understand the emotions and motivations of consumers in a given purchase process. Discover how to implement the most suitable tools for each scenario.
OBJECTIVE 3.
NEUROLOGICAL ANALYSIS
Understand the different techniques and concepts related to neurology to perform an analysis that allows you to better comprehend the workings of the consumer’s brain, essential to design commercial strategies oriented to their needs. <
OBJECTIVE 4.
MARKETING STRATEGIES
Learn and integrate the process of strategic development with emphasis on the marketing area to be able to establish global and effective business strategies with a clear customer orientation.
Master in Neuromarketing & Consumer Behaviour
Our program is structured in 3 blocks and culminates with the Master's Final Project. In addition, during the development of the program the students will be able to participate in three voluntary bootcamps, as well as different additional activities.
Block 1. Fundamentals of Neuromarketing
Block 2. Neuromarketing Diagnostic and Research Tools
Block 3. Neuromarketing Business Solutions
Master's Thesis
Bootcamps and Additional Activities
1. Fundamentals of neuromarketing
This first module provides a comprehensive introduction to neuromarketing, a key discipline that combines neuroscience and marketing to better understand consumer behaviour. Students will learn the fundamentals of marketing, brand segmentation and how to apply neuromarketing principles to improve business strategies. Throughout the module, the similarities and differences between neuromarketing and traditional marketing will be analysed, exploring how the two disciplines can be integrated to generate more effective, decision-oriented customer campaigns.
Professor: Genoveva Purita, Director of Positioning at CEO Solutions Argentina.
This module delves into the neuroscientific principles that explain how the human brain processes stimuli and makes decisions in consumer contexts. Through the study of key brain systems such as attention, memory, emotion, motivation and reward, students will understand how these factors directly influence consumer preferences and purchasing decisions. With a clear focus on neuroscience applied to marketing, this module provides an essential foundation for analysing the internal processes that guide consumer behaviour and designing more effective and personalised marketing strategies.
Professor: Neus Ramos Escobar, Sr. Project Manager A at IQVIA.
This module takes an in-depth look at the consumer decision-making process, from the detection of a need to post-purchase behaviour. Through the analysis of cognitive and emotional factors, students will explore how motivation, perceptions, beliefs, and social and cultural influences impact each stage of purchasing behaviour. This knowledge enables the development of more effective marketing strategies, based on consumer psychology, with the aim of attracting, understanding and building loyalty with different customer profiles.
Professor: Henry Antonio Castillo Parra, Deputy Director of the master's degree and CEO of the company NEUROMIND Neuromarketing solutions.
2. Diagnostic and Research Tools in Neuromarketing
This module aims to teach students about the main neuro-technological devices that neuroscience has designed for the scientific study of emotions, attention, memory and cognition and that could allow the understanding of how human beings make decisions in consumer environments. Students will work with the following equipment: Fixed eye tracking, mobile eye tracking, eye tracking in virtual reality ( V.R.), professional e-prime 3.0, Emotional EEG, multichannel polygraph and facial expressions.
Professor: Mariana Gómez Mejía, Laboratory Coordinator of Neuroscience and Human Behavior at Universidad Pontificia Bolivariana.
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In this practical module, students will explore the main neuromarketing tools and devices used to analyse and predict consumer behaviour through neurological and physiological indicators. Through experimentation with advanced technologies, applications such as eye tracking, face reading, electroencephalography (EEG) and electrodermal response (EDA) will be studied. Students will develop key skills to perform detailed analysis of attention, emotion and perception, which represents a competitive advantage in marketing, by allowing them to capture and evaluate the unconscious response of consumers.
Professor: Mariana Gómez Mejía, Coordinator of neuroscience and human behaviour laboratories Universidad Pontificia Bolivariana.
This module provides students with an advanced understanding of neuromarketing measurement methods and techniques, focusing on how each tool can reveal key insights into shopper behaviour. From cutting-edge technologies to psychological techniques, the measurement of brand associations, memorability, perceptions and emotions will be addressed, providing a holistic view of the consumer's subconscious responses. This knowledge is essential to design emotionally effective marketing strategies, aligned with the cognitive and emotional impulses that influence purchasing decisions.
Lecturer: Henry Antonio Castillo Parra, Deputy Director of the master's degree and CEO of the company NEUROMIND. Neuromarketing solutions.
3. Neuromarketing Business Solutions
This module delves into the impact of neuromarketing on the creation and management of brands that achieve an emotional connection with consumers. In an information-saturated environment, neuroscience applied to branding allows us to understand how the brain processes, stores and reacts to distinctive brand elements such as logos, colours and slogans. Students will learn how to build memorable brands, capable of arousing emotions and generating loyalty, using tools such as storytelling, visual symbols and other resources of high emotional resonance.
Professor: Mariana Gómez Mejía, Coordinator of neuroscience and human behaviour laboratories Universidad Pontificia Bolivariana.
Neurodesign is an innovative discipline that fuses design principles with neuroscience to create products, services and environments that optimise people's emotional and cognitive response. This module explores how design can activate brain processes to maximise the impact of brand stimuli. Students will learn how to develop multisensory designs that generate pleasure, engage attention and enhance the user experience, from packaging to physical spaces. This perspective is key to designing memorable brands, capable of connecting deeply with consumers and strengthening brand loyalty.
Professor: Henry Antonio Castillo Parra, Deputy Director of the master and CEO of the company NEUROMIND. Neuromarketing solutions.
This module explores neuroscience applied to customer experience, offering tools to understand how consumers interact emotionally and sensorially with brands. In an environment where customer experience is key to customer loyalty, it is essential to understand how sensory stimuli influence perceptions and emotions. Students will learn to design brand experiences based on neuroscientific principles, integrating techniques such as sensory marketing, storytelling and gamification, to create memorable experiences that increase customer satisfaction and strengthen the emotional bond with the brand.
Professor: Mario Sorribas Fierro, Consultant and trainer in marketing and persuasive communication.
The NeuroSales module offers an innovative perspective on the sales process, integrating neuroscience and empathy to create emotionally impactful buying experiences that foster customer satisfaction and loyalty. Beyond rational demand, this approach delves into the emotional and psychological impulses that influence buying decisions, often unconsciously. Through practical examples, students will identify which elements at the point of sale and in the brand narrative generate attraction and connection. The module includes practices focused on designing neuro-sales strategies that stimulate brain areas related to pleasure and reward, thus optimising the consumer experience.
Professor: Pablo Beas Arancibia, CEO at Shopper-Latam.
Master's Final Project and Additional Activities
Before the start of the programme, students will have access to different training opportunities that will allow them to level their profile, as well as to acquire different competences and skills necessary for the development of the programme and for their professional activity.
Pre-Masters Bootcamps
Students will have the opportunity to take 3 Pre-Master's Bootcamps that will be opened progressively and can be taken at any time. Once the course has been completed and successfully passed, a certificate of achievement will be awarded.
- Bootcamp 1. Personal Branding
- Bootcamp 2. Data Storytelling
- Bootcamp 3. Creative Thinking and Innovation
In addition, students will also have the opportunity to take these pre-master courses; however, these are available in English only:
- Building Your Professional Brand for Employability and Career Success
- Finance Fundamentals
Introductory Workshop | Campus Training
Before the start of the academic year, students will have the opportunity to take an introductory workshop on the Campus where they will be provided with the tools and knowledge necessary for the correct use of the platform during the academic year.
Professional Development Programme (PDP)
Two weeks before the start of the academic year, students can participate in a professional development programme where they will work hand in hand with a teacher to develop different skills such as time management, productivity and stress management and artificial intelligence. Upon completion of the workshop, and provided that the relevant activities have been carried out, a certificate of completion can be obtained.
As a final master's thesis, students will design a neuromarketing application project to strengthen the bond with the customer and thus increase commercial effectiveness. The goal of said project is to apply strategies, actions, tools and techniques that neuromarketing extracts from different disciplines to a real case in order to understand the real needs of the market and the customers.
Professor: Gustavo Rojas Pavez, Digital Strategy Senior Consultant.
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The lifelong learning master’s degree in Neuromarketing and Consumer Behaviour is complemented by different conferences and seminars. These additional activities are carried out by renowned professionals in business management who present their experiences and practical cases through videoconferences.
Bootcamp: The Power of Neuromarketing
In this bootcamp, the program director will explain the operation, methodology and contents of the master's degree, as well as the conceptualization and applications of neuromarketing, the professional profile, the fields of action, the scope and limitations of neuromarketing in practice.
Professor: Gemma Segura Virella, Executive Coach, Teacher and Mindfulness Trainer.
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Bootcamp: Ethics and legal aspects in neuromarketing
In this bootcamp, the students will be presented with the ethical aspects of the practice of neuromarketing, as well as with the legal aspects that must be considered in any professional practice and in the development of different tools and applications.
Professor: Joaquín Andrés Carreter, Lawyer and administrative manager.
Bootcamp: Social media intelligence and web analytic
This bootcamp focuses on web analytics technologies and how companies and organizations can use technology to measure web traffic, improve commercial presence and conduct market research focused on neuromarketing. The module will also cover how to analyse social media data and apply that analysis to develop marketing strategies.
Professor: Santiago Giménez Giménez, Digital Marketing Manager at StarVie.
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Virtual Exchanges and COILs
During the development of the program, students will also be able to participate in a COIL (Collaborative Online International Learning) with students from the University TEC de Monterrey and CENTRUM in Peru*.
*Spots for both activities are limited to a maximum number of participants.
Company visits
The practical component of the program is indispensable and complements the theoretical training, whish is why during the programme, there will be debates on current topics of interest in each of the subjects, simulations for decision-making applied to real situations and case studies to analyse real problems in the sector and their proposed solutions.
Webinars
Most of the training is carried out asynchronously, which means that the exchange of knowledge takes place through a platform that allows sharing written texts without the need for people to be connected at the same time. Additionally, in each of the modules, synchronous sessions or 'webinars' are organized, where all participants are connected at the same time through an application that allows the exchange of knowledge in 'real time'.
Students taking the Lifelong learning Master’s degree in Neuromarketing and Consumer Behavior will have the opportunity to prepare for the Scrum Certification (Product Owner & Scrum Master)*.
* The cost of the certification, as well as the preparatory course, is not included in the price of the program.
Methodology
OBS has an online methodology where the core is the student. Always backed by active and internationally renowned lecturers, who share their knowledge to enhance the professional development of students through a flexible, collaborative method with personalised monitoring. The aim is to create a unique educational experience that allows the assimilation of knowledge in a practical way.
Student ON's fundamental pillar is the student and, for this reason, throughout the course students have their Programme Manager, an academic figure who accompanies them in a personalised way.
Diploma
After successfully finishing the Master's degree, and having completed the relevant procedures, you will receive the Master's degree from OBS Business School. In addition, and provided that you meet the established academic and administrative requirements, you will obtain a Lifelong learning Master's degree from the Universitat de Barcelona (UB).
In order to obtain it, you must have a university degree. In the exceptional case of not having this degree and having passed the Master's evaluations, you will obtain a Higher University Diploma from the Universitat de Barcelona (UB).
At OBS Business School we are committed to having our own degree, which allows us to quickly update and adapt the programmes in each edition to be at the forefront of the educational level demanded by companies today. Our programmes are designed for professionals who want to strenghten their management skills and learn through an international experience.
Admission Process
The fundamental aim of our admissions process is to ensure the suitability of candidates. All participants should get the most out of this learning experience, through a context in which it is possible to develop long-term relationships with classmates, faculty and alumni.
After completing the application form for one of our programmes, you will receive an e-mail with information about the School and a member of the Admissions Department will contact you to start the admission process.
Once you have successfully passed the personal interview, you must submit all the required documentation to continue the admission process and certify that you meet the requirements of the student profile. After the Admissions Committee, if it is positive, you will be able to register and enrol in the programme you have applied for.
Student's Profile
The students of our Master in Neuromarketing pursue a common goal: to deepen their knowledge of the consumer behaviour in order to become great experts.
Master in Neuromarketing’s Career Opportunities
Thanks to the Master in Neuromarketing, you will be able to boost your professional career as:
- Market analyst
- Project manager, account executive
- Brand management in SMEs and large corporations
- Marketing management in communication and advertising companies
- Neuromarketing project management
- Account planning in advertising agencies
- Neuromarketing Laboratory Manager
- Account manager in advertising agencies
- Responsible for social communication campaigns
- Consultant in market research companies
- Consultant in Neuromarketing companies
- Neuromarketing specialist in marketing department