COURSE DESCRIPTION
This course combines a theoretical framework, with a dominant practical component for the central theme of Neuroscience Applied to Consumption, thus allowing each one to be able to identify the potentialities of behavior analysis, psychophysiology and electrophysology data, applied to the context of consumption or interaction with consumption individuals.
The course comes with a dynamic and innovative engine to be integrated into the practices already existing in the companies, and allied to the more traditional market studies, the course contents will be complementary and will motivate structural changes in the companies and partners.
It aims to show participants the importance of applying neuroscience in the context of business strategy, product creation, price strategy, distribution and communication.
With this course, trainees will modify their mind set regarding strategic interventions to be applied in companies, they will understand the importance of identification and reaction to triggers, and then adapt and create products, campaigns, prices, websites or packaging capable of involving your customers.
SCIENTIFIC COURSE COORDINATOR
Julien Diogo, Msc - ICN Agency
OBJECTIVES
At the end of the course, the trainee should be able to:
- Identify the basics of neuroanatomy and neurophysiology of the human brain in order to reach a basic/medium level;
- Understanding the physiological and neuronal responses via research applied to consumer neuroscience with technological means (Eyetracking, EEG, galvanic skin response, among others);
- Assist in understanding the purchasing behaviour of consumers and their decision-making processes in the light of applied neuroscience;
- Understand the scientific principles attached to the application of neurosciences applied to marketing and consumption in the following dimensions: product, design, communication, packaging and web.
RECEIVERS
- Directors, Administrators and marketing Managers;
- Marketers;
- Advertising and Industrial Designers;
- Advertising and Communication Specialists;
- Web designers and Media/Communication Agencies.
OPERATION MODE
Duration: 56 hours - 9 ECTS
Application Deadline: October, 8 - 2021
Beginning of the course: October, 30th - 2021
The classes will take place fridays from 19H30 to 22H30 and/or Saturdays from 09H00 to 13H00 and from 14H30 to 17H30.
Location: ISAG - European Business School
Campus Salazares/Ramalde
Rua de Salazares, 842, 4100-442 PORTO.
COURSE EVALUATION
Each module will carry out an exercise, four in total, on ISAG's online e-learning platform.
At the end of the course, a Pitch Deck will be presented individually, on an innovative idea to be created.
ACADEMIC STAFF AND CURRICULAR STRUCTURE
Neuro Human | Fernando Rodrigues | 6h
Neurosciences Applied to Consumption | Fernando Rodrigues | 6h
Studies, Tools and Metrics at disposal of Business Strategy |
Fernando Rodrigues | 12h
Neuro Strategy & Neuro Design | Julien Diogo | 8h
Neuro Architecture of Consumer Areas | Julien Diogo | 4h
Neuroscience applied to Communication and Advertisement
| Julien Diogo | 6h
Neuroscience applied to Packaging & Neuro Web | Julien
Diogo | 6h
Emotional Intelligence in Business & Pitch Deck Brain |
Fernando Rodrigues / Julien Diogo / Cristina Mocetão / Guest | 9h
INVESTMENT
Application: 75 €
Insurance: 30 €
Tuition Fee: 731,50 €€
Info:
» Special conditions for students and Alumni from ISAG.
» Offer of Certificate of attendance/ Diploma of conclusion.
INFORMATIONS
Executive Programs Department
Phone: +351 220 303 200 | +351 220 303 239
Email: ingressos@isag.pt | programas.executivos@isag.pt
Opening hours: 09H00 to 13H00 | 14H00 to 19H30