Content + structure
Emotional and implementation-oriented. How do you successfully launch new offers in an age of megatrends such as individualisation and digitalisation? In the CAS Consumer Research and Neuromarketing you will learn how people make decisions. Our work-study course combines current marketing issues with the latest research methods from psychology, social sciences and neurobiology to explore implicit and unconscious decision-making processes.
With this course you will bring your marketing on the road to success in a variety of ways.
You understand the basic structure and functions of the human brain.
You can explain different sensory perceptions and their interrelationships.
You understand and use multisensory stimuli and their influence on human sensations.
You understand how to analyse consumer behaviour and purchase decision processes using consumer psychology.
You are familiar with neuromarketing methods and their areas of application.
You integrate the findings of neuro-research into your marketing mix.