Neuro Marketing Research

In recent years, Neuromarketing has received increasing attention thanks to its prevalent application in advertising, with the aim of increasing the persuasive effectiveness of communication. Often, however, this has led to an extremely reductive conception of his real contribution to the discipline, as well as to the definition of correct marketing strategies and policies.

The Neuro Marketing Research course, in fact, intends to refocus attention, first of all, on the added value of neuroscience to the most advanced research on consumer behavior, allowing to deepen the nature of evaluation and decision-making processes, with objective evidence, starting from complexity of the interaction between the cognitive and emotional dimensions.

In this perspective, the course is therefore configured as an advanced consumer behavior course and therefore requires a good basic knowledge of the subject and marketing management.

In addition to retracing the origins of neuromarketing - as a result of the integration of neuroscience, social psychology and behavioral economics - the course intends to offer a vision of the theoretical and methodological framework that can correctly address the design of the so-called neurotest - using the appropriate detection technologies (brain activity as well as the set of biometric measures), according to specific research objectives, and highlighting the complementarity with traditional marketing research methodologies.

In fact, the various fields of application of these research methodologies have not only made a contribution to improving choices in the strategic (segmentation, positioning, brand management, product development) and/or tactical-operational (in pricing, advertising, point of sale, web site, e-commerce) contexts, but has also contributed to substantial advances on the theoretical level of the same discipline.

In summary, the course therefore aims to:
- illustrate the origins, the fundamentals of the discipline and the strengths of the approach, compared to traditional marketing;
- deepen the enabling technologies, with particular regard to the most innovative ones;
- identify the main areas of application and the results obtained, according to the most recent literature;
- deepen the research methodology, also on an operational level, to learn how to integrate a marketing neurotest into traditional activity.

In line with the objectives, the course aims to help increase both neuromarketing knowledge in the context of a correct theoretical framework, and to develop specific skills in the design and implementation of a neurotest.
In addition to the knowledge of the subject, therefore, students will be asked to evaluate when, how and why neuromarketing can support marketing research and the definition of the marketing strategy.
At the end of the course, students will acquire the ability to critically evaluate and discuss the impact, development and use of these logics and technologies. The final exam aims to verify the expected learning outcomes in relation to these topics; in the case of attending students, the assessment is conducted both on the level of knowledge and verifying the skills, thanks to the development of a real neurotest project.