A small glimpse of the course:
The online workshop on “Neuromarketing” spans over two sessions, each lasting two hours and is designed to equip you with an understanding of what neuromarketing is, when and why to use it, which measurement techniques could be considered, along with implications for consumer behavior. Whether you are a marketing professional in a market research company or a Master/PhD student in marketing, this workshop will provide you with essential insights to elevate your understanding of Neuromarketing.
- Grasp the core principles of what Neuromarketing is and the different implicit measurement techniques associated with it.
- Explore when and how neuromarketing can be applied for both practitioners and academics.
- Learn what the functions are of different brain areas in the cerebral cortex and how this relates to marketing concepts such as sensory marketing, placebo effects of pricing, and compromise & decoy marketing.
Session dates :
3rd November, 2023 (Friday)
4th November, 2023 (Saturday)
07:00 p.m. to 09:00 p.m. (Indian Standard Time).
About the Instructor
Prof. Dr. Nico Heuvinck is Associate Professor of Marketing as well as Academic Director of the Master in Digital Marketing & CRM at IESEG School of Management, Lille Campus, France. He received his PhD in Marketing from Ghent University, Belgium. His teaching is centered around the topics of marketing research methodology (e.g. Applied Marketing Research with SPSS, Experimental Designs, and Intro to Statistics) and (irrational) consumer behavior (e.g. Neuromarketing, Consumer Behavior, and In-store Marketing). In the past he has been visiting Professor at Ghent University (Belgium), K.U. Leuven (Belgium), and Loyola College (India). He is also the recipient of IESEG’s Teaching Excellence Award and co-authored the “Marketing Research with IBM® SPSS Statistics” book published by Routledge.
His research revolves around different topics in consumer psychology such as health heuristics in food decision making, brand ethicality, sensory marketing, goals & motivation, store atmospherics and two-sided advertising. His work has been published in top Marketing journals such as the Journal of Consumer Research, Journal of Consumer Psychology, Journal of Business Ethics & International Journal of Advertising. Moreover, his work has been featured by numerous (international) media outlets such as Harvard Business Review, the Times, the Independent, the Mirror, the Sun, Daily Mail, Metro, de Telegraaf and the Marketing Science Institute. His research has been awarded with the EMAC 2011 ‘Best Paper of the Conference based on a Doctoral Dissertation Award’ and the ANZMAC 2018 ‘Best Paper in the Consumer Behavior Track Award’ as well as it has been finalist for the EMAC 2012 ‘Best Paper of the Conference based on a Doctoral Dissertation Award’ and the ICORIA 2017 ‘Best Student Paper Award’.
Session 1: Neuromarketing & Techniques (2 hours)
Dive into the fundamental concept of Neuromarketing and its different techniques. In this session, you will explore what Neuromarketing is, when and how it can be used as well as which (implicit) measurement techniques can be used to better understand consumer behavior. Discover what the pros and cons are of different neuromarketing techniques and how they can be used to enhance decision-making in marketing strategies.
Session 2: Neuromarketing & implications for consumer behavior (2 hours)
This session delves into some of the implications of Neuromarketing in consumer behavior for both professionals and academics. You will be provided with a basic understanding of the different functions of the brain lobes in the cerebral cortex. You will unravel how certain brain areas are directly linked to our senses (cf. sensory marketing) and what that means to marketers. Finally, you will discover what neuroscience has taught us about important consumer phenomena such as placebo effects of pricing, decoy & compromise marketing, and the pain of paying.
By the end of this workshop, you will have a comprehensive understanding of what neuromarketing is, when it can be used, and which techniques can be considered as implicit measurement techniques as well as how it can be applied effectively in both professional and academic contexts. Moreover, you will understand the basic functions of certain brain areas in the cerebral cortex and what this means for sensory marketing and other important consumer phenomena. Elevate your marketing expertise and drive evidence-based decision-making by enrolling in this dynamic and interactive workshop.