Hero del Máster en Neuromarketing de OBS Business School

Master in Neuromarketing & Consumer Behaviour

School of Business Administration & Leadership

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.

School of Business Administration & Leadership de OBS
Master in Neuromarketing & Consumer Behaviour (Spanish)
  • 12 months
  • 60 ECTS
  • OCTOBER 2024
  • Online
  • 7500 €
Universitat de Barcelona (UB), partner académico de OBS Business School
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.

OBS ha recibido la máxima distinción de QS Stars en online learning
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 2021
Ranking Eduniversal

The Master in Neuromarketing is ranked 5th in Spanish in the Marketing category of Eduniversal's 2021 Best Masters Worldwide Ranking.



    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.


    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.


    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.


    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.

Conoce al detalle de los principales objetivos del Máster 100% online de OBS Business School

Master in Neuromarketing & Consumer Behaviour

Our program is structured in 2 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 Applications
Master's Thesis
Bootcamps and Additional Activities

Gemma Segura Virella
Programme Director and Executive Coach, Teacher and Mindfulness Trainer

1. Neuromarketing Principles

Neuromarketing is, at its core, the application of neuroscience to advertising communication, microeconomics and sales. In this course, the basis of the neurological models that support this field of research and knowledge will be presented, as well as their application in the world of business and enterprise. In order to learn about it, it will be essential to comprehend the basic principles of neuroanatomy and neurophysiology of the human brain, as well as to identify their implications in motivation and behaviour.

Professor: Neus Ramos Escobar, Professor of Neuroscience at the International University of Catalonia.

Both sensory marketing and experiential marketing aim to take the brand experience beyond what we are used to. In this module, students will learn how to design marketing actions with high impact on consumers through the senses and the experience of the brand.

Professor: Mario Sorribas Feirro, Head of Storytelling at Storytelling & Co.

This module aims to link our own behaviour as consumers with that of our customers. Thus, we will see the main concepts of human psychology applied to the world of consumption, as well as the connection between consumer psychology and marketing.

Professor: Genoveva Purita, director at CEO Solutions Argentina.

Knowing the different data analysis techniques is essential to understand the patterns followed by the consumer during the purchasing process. This course will examine the nature of qualitative research and its increasing value in marketing research. The role of the focus group interview and its behaviour will be explored. Other topics include in-depth interviews, projective techniques, observational research and the Delphi method.

Professor: Ileana del Río Lloresa, Qualitative Manager at GfK Barcelona.

The application of neuromanagement makes it possible to detect, incorporate and innovate material and human resources to optimize the connections between them and generate the expected results. In this module, students will work on the emotional and relational mechanisms that come into play in relationships within organizations.

Professor: Gemma Segura, Executive Coach, Teacher and Mindfulness Trainer.


2. Neuromarketing Applications

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, Laboratory Director at Neuromind.

There are various tools used to study behaviour and the psycho-physiological response to the stimuli presented. In most cases, it’s necessary to combine all of them in order to develop a precise study of the results and present conclusive results which speak of the desires, fears, sensations and feelings of the consumer.

Professor: Henry Castillo Parra, CEO at Neuromind.

Marketing nowadays is based on the construction of meanings from global brands. The point of this module is to present the contributions in psychology and cognitive neuroscience that can apply to marketing strategies and how they allow the development of business applications in product design, branding and advertising design. In this module, students will study successful advertising and marketing cases in which the concepts learned from consumer psychology and neuroscience applied to marketing take shape through strategic marketing.

Professor: Mariana Gómez Majía, Laboratory Director at Neuromind.

This module helps students deepen the understanding of consumer behaviour through various digital experiences. The exploration of insight, the construction of stories that support marketing strategies and the digital experience are addressed throughout a practical field work that will be complemented with the study of the customer journey, the use of neuromarketing techniques to measure usability and the measurement of user satisfaction.

Professor: Gustavo Rojas Pavez, Head of future at Multiplica.

Sales are currently defined in relation to demand. Through neuroscience and empathy, we will understand the reasons behind shopping and the feeling of satisfaction that comes with it. With practical examples drawn from the students themselves, questions will be answered as to why some shops are more appealing than others, or why do we sometimes buy items we do not want, as well as the reason behind the fact that when we look for a staircase when in a shopping centre, it is always facing the opposite direction we intended to go. We will observe, analyse and implement on a practical level everything we have learnt in the course.

Professor: Pablo Beas, 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, Head of future at Multiplica

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: Introduction to 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.

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 workshop 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.

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.

Taller de intercambio con el TEC de Monterrey en el Global MBA de OBS

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.


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.


La metodología Student ON de OBS se centra en el estudiante impulsando su desarrollo profesional en un entorno 100% online

OBS has an online methodology where the student is always at the core of the process. Said methodology is backed by active and internationally renowned professors who share their knowledge to enhance the professional development of students through a flexible, collaborative method with personalized monitoring. The goal is to create a unique educational experience that allows the assimilation of knowledge in a practical way.
Given that the fundamental pillar of the Student ON methodology is the student, each of them has their own Program Manager throughout the course, an academic figure that accompanies the student in a personalized way.


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.


Con los MBAs y Másters online de OBS podrás obtener una doble titulación

Admission Process

The fundamental objective 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.

Steps of the Admissions Process of OBS Business School in English

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.

Student Profile of the Master in Neuromarketing at OBS Business School
"When you have to juggle business, activities and family, the way to do it successfully has been through OBS".
Pablo Borrero
Master in Marketing and Commercial Management