Course summary

The MSc Neuromarketing programme is an advanced research-based course designed to equip students with a profound understanding of neuroscience and its application in the fields of marketing and business. This cutting-edge program delves into the intricacies of consumer behaviour by integrating neuroscientific research methods, offering students a unique opportunity to explore the human brain's role in decision-making processes. An important distinction is to be made regarding the consumer neuroscience and neuromarketing. Whereas consumer neuroscience is primarily focused on academic research, neuromarketing is an applied science which focuses on measuring consumer responses with the intention for commercial application. The terminology neuromarketing has specifically been selected to describe the content of this course because it is a mixture of both consumer neuroscience and the more applied elements of this field, designed to enable individuals to choose either an academic or industry-based career direction. The field of consumer neuroscience and its applications in neuromarketing are a new and emerging subject that was established in the early 2000s. Psychology has long been used to help guide our understanding of consumer behaviour and as psychological tools and techniques advanced with the development of neuroscience this novel subject was established. By utilising techniques that explore influences on consumer decisions that are outside of our conscious awareness this shift has enabled a deeper and more nuanced understanding of consumer behaviour. Since its emergence this field has seen a surge in popularity across the globe due to the powerful insights that it can provide. Importantly during this time Neuromarketing has matured significantly with an ongoing evolution that emphasizes evidence-based approaches and ethical concerns through rigorous scientific validation and ongoing discourse. Neuromarketing remains an exciting field due to its rapid evolution, continuously presenting new insights and challenges, making it dynamic and ever developing in the realm of consumer neuroscience and marketing. Key Highlights Neuroscientific Foundations: Students gain a theoretical and practical comprehensive grasp of neuroscientific principles and techniques, including fNIRS, EEG, and biometric measurements (e.g., heart rate and galvanic skin response), enabling them to decode consumer responses. Consumer Insights: By analysing neural responses, students uncover subconscious consumer motivations, preferences, and emotional reactions, providing invaluable insights for marketing strategies. Ethical Considerations: The program emphasizes ethical implications and responsible use of neuromarketing techniques, preparing students to navigate ethical dilemmas in the industry. Practical Application: Graduates are equipped with the knowledge and skills to design effective marketing campaigns, optimize product design, and enhance user experiences, all grounded in (neuro)scientific evidence. The MSc Neuromarketing program empowers students to bridge the gap between neuroscience and marketing, making them invaluable assets in the ever-evolving world of business and marketing.