Decision-making processThe challenges of contemporary marketing lead to an increasing need to deeply understand the consumer's mind. As a discipline that emerged from the economy, marketing was born understanding the consumer decision-making process through the classic view of the economy, that is, the choices would be conducted through a rational and conscious process.
Many years have passed, and the understanding of the decision-making process has broadened. Today we know that choices and decisions are not based only on a rational and conscious process. Even in the economic field, works like Daniel Kanehman, Nobel Prize in Economics in 2002, and Richard Thaler, Nobel Prize in Economics in 2017, describe how impulsive, emotional and unconscious behaviors drive much of our decisions.
When we look at the capacity for processing brain information, we realize that only 5% of all information to which we are exposed is accessed by the conscious component of behavior. 95% of this information is processed by the non-conscious, non-verbal and implicit aspects of our mind, especially when we talk about the emotional responses that control automatic and intuitive aspects of our behavior.
In recent years, advances in neuroscientific technologies have brought great opportunities for understanding deeper human behavior. In this context, interdisciplinary areas have emerged to apply the knowledge of brain sciences to new areas of knowledge. The purpose of this Master is to train professionals who can combine knowledge about the brain and the biology of behavior for their applications in the contexts of marketing and consumption, expanding the way of understanding the market through the latest knowledge and research tools that they can bring a more objective and scientific character about consumer behavior.
Course objectiveThroughout this Master, students will be prepared to:Knowing how neuroscience can bring a more in-depth view of consumer behavior based on scientific models of behavioral biology.
Understand how the application of consumer neuroscience can complement traditional market research, expanding the construction of insights and knowledge about consumer behavior.
Develop skills to apply neuroscience-based research in the development of consumer behavior analysis on several fronts, such as product development, advertising, branding, shopper marketing and in media research.
Manage and coordinate consumer neuroscience investigations and research.Who is it for?Professionals and managers who work directly with the B2C market and are looking for new ways to understand the buying and consuming behavior for applications in product development, marketing, advertising, design, shopper marketing and media.
Professionals and managers of market research institutes who want to develop neuroscience research as a new consumer research tool.
B2C companies, advertising, communication and design agencies and research institutes that need to train their teams in the area of intelligence, research and planning. Coordinators and managers of several business segments linked to the evaluation of consumer behavior.Why choose ESPM EAD?Live classesOnly at ESPM, all digital classes in all disciplines are held live, with a scheduled day and time.Academic experienceESPM professors, as well as in our face-to-face courses, have academic experience and also in the executive environment.Interaction with the teacherDuring classes, students can interact with the teacher live on the platform, answering questions and actively participating in the class in real time, simply by activating their camera and microphone.Customize your schedulesIf you prefer or are unable to participate in the live broadcasts, you can still watch the recordings of all classes, which are available on the system for the duration of the course. Thus, you customize your class schedules according to the needs of your schedule.All lessons are recordedEven when participating in the live broadcast, the recordings of each class still remain available in the system for review or consultation by the student until the end of the course.Assessments directly with teachersAll activities and assessments are applied directly by the teachers of each discipline, and not by monitors or intermediaries, a practice that is common in the market.Distance education with proximity between teachers and the class?ESPM does.
ESPM's EAD programs use the resources of the Canvas platform, building a modern and intuitive digital study and learning environment.What you will learnWhat you will learn
In a dynamic environment that will alternate virtual and face-to-face meetings, students and teachers will discuss from a theoretical and practical point of view how neuromarketing can transform the way we see consumer influence and decision-making processes, not only through a differentiated understanding based on behavioral biology, but also by the use of new research technologies.
The course has a workload of 430 hours, composed of the following subjects:Integrating discipline
Introduction to Neuroscience Module
Neuroscience and Complex Behaviors Module
Consumer Biological Behavior Module
21st Century Marketing Module
Research Techniques in Consumer Neuroscience
Market Research and Data Modeling Module
Ethics and Neurotechnology Module
Neuroscience and Advertising Communication Module
Neuroscience and Product Development Module
Neuroscience Module and Buying Behavior
Neuroscience and the Digital World Module
Neuroscience and the Entertainment Industry Module
Course Conclusion Paper (TCC)When happens?Web conferencing classes will be taught live on Tuesdays and Thursdays, from 8/27/2020, from 7:30 pm to 9:30 pm, and allow for a more effective and real-time interaction between students and the teacher. If the student is not available to participate in the web conference at the specified time, the student can access the recording of the class later in the Virtual Learning Environment (VLE). Classes are available on the platform until the end of the course.
7:30 pm to 9:30 pm
7:30 pm to 9:30 pm
Face-to-face meetings: Fridays, from 9am to 6pm.
How are the ratings on Live EAD ESPM?Assessments and final grade in each disciplineThe final grade of each discipline is obtained by carrying out the activities proposed by their respective teacher. These activities will be delivered online, through the virtual learning environment, Canvas.
To obtain approval in each discipline, the student must, at the end of the period, obtain a minimum final grade of 7.0 (seven) and not exceed the established limit of 25% (twenty-five percent) of absences per discipline. In ESPM's Live EAD, non-publication of the discipline's activities is considered missing.Course Conclusion Paper (TCC) OR Applied Conclusion Project (PCA)At the end of the course, the student must complete a Course Conclusion Work (TCC) or an Applied Conclusion Project (PCA), depending on the pedagogical model established by each course. This work will be submitted to an examining board composed by the coordinator and some teachers of the course in question.
For this, it is necessary for the student to attend one of the ESPM units, in São Paulo, Rio de Janeiro or Porto Alegre.
More info here.