The course aims at a basic introduction to neuroscience and its communication application. The goal is to provide the student with an understanding of the mechanisms of brain and physiological activity, exploring techniques and methods by which this knowledge can be applied to marketing and communication.
Theoretical Section
The course is divided into an initial, exclusively theoretical section aimed at understanding:
- Evolving perspectives on human decision-making behavior as a prerequisite to the use of neuroscience. Insight into major theories of decision-making.
- The brain and brain activity. The main related areas activated with marketing and communication stimuli will be explored. In addition, brain electrical activity, neurons, and synapses will be explored in depth to understand the nature of EEG signals and brain imaging techniques.
- The main tools used in Consumer Neuroscienece and Neuromarketing. The analysis is inclusive of an explanation of the tools, assumptions to their use, outcomes, and their interpretation. Each lesson is supported by case histories and practical applications thanks to the methodology developed by IULM University's research center.
Lab Experience
Visit the university's Neuromarketing and Consumer Neuroscience research center to see live instrumentation and analysis software.
Practical Experience
Through the set of case histories and theoretical notions learned earlier, students will have the opportunity to carry out group projects on briefs with hypothetical clients, developing Consumer Neuroscience proposals and protocols.