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Neuromarketing: improving marketing with cognitive neuroscience
A better understanding of customer decision-making helps you create more relevant messages. Explore cognitive neuroscience's contribution to marketing to examine your practices and choices. Develop a framework for analysing attention, perception and responses to your sales activities.
- Duration
- 2 days 14 hours
- Code
- MKG001FR Code
Presentation
Ready to explore how your customers think? Drawing on recent neuroscience advances, neuromarketing reveals the brain mechanisms underlying purchasing decisions. It goes beyond appearances to create advertising messages and customer experiences that resonate with emotions and desires. Businesses adopting this approach often see significant sales growth and greater customer loyalty.
Our 2-day neuromarketing course provides tools for understanding the mechanisms guiding your customers' purchasing decisions. Learn to design memorable customer experiences, optimise advertising campaigns and create emotionally resonant messages.
Through practical exercises and realistic scenarios, develop the skills to transform your marketing approach and achieve measurable results.
Objectives
By the end of this neuromarketing course, you will be able to:
- master key marketing and communication concepts, identify their current limitations and integrate neuroscience fundamentals into strategic thinking;
- understand decision-related brain mechanisms and their influence on consumer behaviour, including attention, perception, memory and emotional impact;
- analyse interactions between emotions and hormones such as dopamine, oxytocin, serotonin and endorphins to explain consumers' emotional and behavioural responses;
- develop innovative, memorable marketing strategies drawing on recent neuroscience findings to create personalised customer experiences;
- apply neuromarketing tools and methods to optimise website design, social media management, content creation and overall campaign performance.
Program
Module 1: transforming your marketing approach
- The limitations of traditional marketing and the emergence of neuromarketing.
- Understanding how the brain processes information and makes decisions.
- Identifying emotional levers to create lasting customer relationships.
Practical exercise:
- Explore product or service concepts inspired by neuromarketing principles.
Module 2: selling to the brain
- Exploring brain functions involved in perception, attention and memory.
- Decoding the language of emotions and their impact on buying behaviour.
- Using cognitive biases to influence consumer choices.
Practical exercise
- Test different versions of a visual element, such as an image or logo, to measure their impact on participants' emotions and reactions.
Module 3: applying neuromarketing in digital contexts
- Designing a website interface that captures attention and encourages engagement.
- Using social media based on neuroscience principles.
- Optimising online advertising campaigns with neuromarketing insights.
- Writing compelling, memorable content with emotional impact.
Practical exercise
- Develop a detailed target customer persona using neuroscience knowledge.
Module 4: optimising sales with neuroscience
- Using cognitive biases to sell more effectively.
- Identifying common sales mistakes and industry best practices.
Practical role plays
- Sales simulation : act out sales situations using neuroscience-based persuasion techniques.
- Sales pitch analysis: identify elements that encourage agreement or resistance.
Audience
This course is intended for:
- marketing managers, including marketing directors, product managers and brand managers, seeking to optimise strategies and improve campaign performance;
- marketing consultants seeking innovative, personalised client solutions based on recent neuroscience findings;
- entrepreneurs seeking to develop more attractive products and services better aligned with customer needs;
- digital communications professionals, including community managers and paid search specialists.
Prerequisites
No specific skills or experience are required.
Teaching and assessment methods
- Initial skills assessment
- Training materials provided to participants
- Continuous assessment throughout the course
- End-of-course feedback questionnaire
- Combination of theory and practical application
- Attendance records
- Post-course follow-up evaluation
- Practical exercises
Course highlights
• Explore how your customers think. Our innovative course reveals the brain mechanisms guiding purchasing decisions. Apply recent neuroscience findings to create high-performing marketing campaigns.
• From theory to practice: interactive workshops and realistic role plays help you apply new knowledge and develop practical skills to optimise marketing strategies.
Dates and sessions
Choose the date and delivery format that suit you.
No upcoming sessions are currently available.