Discontinued (Aug 2024)- Neuroscience in Marketing
offered by IIM Ahmedabad

Public/Government Institute
Estd. 1961

Discontinued (Aug 2024)- Neuroscience in Marketing
at
IIM Ahmedabad
Overview

Gain a comprehensive overview of the Neuroscience principles and concepts

Duration	3 days
Mode of learning	Online
Official Website	Go to Website
Credential	Certificate

Discontinued (Aug 2024)- Neuroscience in Marketing
at
IIM Ahmedabad
Highlights

Earn a certificate of completion from IIM Ahmedabad
Learn from IIMA faculty with deep research and teaching expertise
Interactions with young and successful entrepreneurs

Discontinued (Aug 2024)- Neuroscience in Marketing
at
IIM Ahmedabad
Course details

Skills you will learn

Marketing Marketing Communication Branding

Who should do this course?

For Account Managers; Creative Leads in Advertising Agencies
For Marketing Managers in Consumer Products
For Brand Managers
For Sales Managers in B2B contexts
For Market Research Professionals
For Brand and Business Consultants
For Professionals with PR firms
For CXOs with Marketing related responsibilities

What are the course deliverables?

To develop the participant's basic knowledge of how the human brain operates – what are some basic brain operating principles?
To understand using the brain operating principles how we take decisions based around the themes of “thinking and feeling,” prediction, confidence, risk, fear, surprise, regret and happiness; how the brain receives stimuli, processes them and the responses that it generates
To learn about the appropriate use of neuro tools in the generation of consumer insights
To apply these insights in the areas of pricing, marketing communications, packaging, product design, etc. with the objective of producing behaviour change in the target audience

More about this course

This programme seeks to build on the emerging knowledge in this field with its applications in the area of consumer behaviour, pricing, packaging and marketing communications. IIM Ahmedabad now has a behavioural science lab with neuro equipment
Advances in the fields of neuroscience and neuroeconomics are re-defining and enhancing our understanding of how human beings make decisions in general and how consumers make decisions from a marketing perspective

Discontinued (Aug 2024)- Neuroscience in Marketing
at
IIM Ahmedabad
Curriculum

Basic principles of brain organisation including functional neuro - anatomy

Understand and evaluate key neuromarketing tools such as functional magnetic resonance imaging (fMRI), and electroencephalography (EEG), eye tracking, RFI, etc. Demo of equipment/ visit to lab

Capabilities and limitations of these methods with examples of their application

Important consumer neuroscience research in marketing, pricing, branding and product design to highlight areas of future potential

Applications of neuroscience in different marketing areas

Discontinued (Aug 2024)- Neuroscience in Marketing
at
IIM Ahmedabad
Faculty details

Arvind Sahay

Has worked in the manufacturing sector as management trainee and purchase officer and in the financial services sector as a manager in operations and corporate banking and has done work in IT consulting. Has been a regular columnist for the Outlook Business magazine and also writes occasionally for leading business newspapers like Mint, Financial Express, etc.