This course explores the psychological, neurological, and emotional factors driving consumer decisions. This course delves into how consumers perceive, process, and respond to marketing stimuli, blending traditional theories of consumer behavior with cutting-edge insights from neuroscience. Students will learn how to apply neuromarketing techniques to analyze and influence consumer behavior, ultimately enhancing the effectiveness of marketing strategies. Through a combination of theoretical knowledge and practical examples, this course provides a comprehensive understanding of how to tap into the subconscious mind to drive consumer engagement and loyalty.

Temps présentiel : 15 heures

Charge de travail étudiant : 50 heures

Méthode(s) d'évaluation : Projets