Master in
Neuromarketing and Market Research


Online Master's in Neuromarketing and Consumer Behaviour

Presentation of the Master's in Neuromarketing 

The field of market research is having an accelerated growth at the beginning of the century. The Master in Neuromarketing of OBS Business School is designed to meet the needs of companies to have professionals in the techniques of recovery and analysis of market information, allowing them to make the most appropriate strategic and operational decisions.
Currently, it is no longer necessary to emphasize the importance of monitoring the marketing environment to keep our products and services updated, as well as our marketing practices. But how can we know about the changing tastes of users and consumers, the actions of our competitors and the perception that our customers have of our products? The answer is simple: we must capture, analyze and interpret in an appropriate way the information that comes from the market. Neuromarketing was born to arrive where conventional market research could not reach: the unconscious mind.
The neurosciences applied to marketing, what we know as neuromarketing, has managed to give clues and guidelines to minimize uncertainty in traditional methods of market research, counting on new techniques of analysis and research, observing stimuli and the generation of attention and emotion that can be translated into actions.
Advances in neuroscience and technologies offer a favorable scenario for 21st century marketing to take a leap forward in order to provide a differential value to the commercial proposals made by companies to their clients, aimed at meeting their real needs and, everything, to generate an emotional bond with them.
For any company, knowing and satisfying the needs and wishes of users and consumers is part of its mission. This implies having a deep knowledge about the behavior, motivations, what kind of influences are subjects, preferences and consumer perceptions. That is, we must understand how the biological, psychological, social and cultural characteristics of consumers influence their decision-making and purchasing behavior.
This deep knowledge of our current and potential clients, as well as the sector and competitors, is what will allow us to identify those segments of the market that we will be able to address with greater efficiency.
The MNM has a curriculum that combines fundamental knowledge about neuroscience applied to marketing, methods and techniques of market research and consumer behavior, research methodologies and application in neuromarketing, sensory and experiential marketing, applications of neuromarketing in branding, the digital and social media experience and the neuroscience applied to management.
The MNM leads to high employability in leading companies in the sector and large corporations with their own departments dedicated to the research and application of neuromarketing. With the tutoring and experience of a faculty, composed mainly of active professionals and managers, students will be prepared to successfully face the highly competitive international work environment.

Possible opportunities

  • Market analyst for market research companies
  • Project manager, account executive
  • Brand management for SMEs and large corporation
  • Marketing management for media and advertising companies
  • Neuromarketing project manager
  • Account planning for advertising agencies
  • Neuromarketing laboratory manager
  • Packaging design manager

Objectives of the Master's

  • Prepare students for management positions and favor their professional development in the field of customer-consumer analysis.
  • Develop the ability to execute and manage fundamental research methodologies and neuromarketing techniques.
  • Analyze consumer behavior in order to increase the likelihood of success of business strategies, both in the physical environment and in the digital environment.
  • To have the capacity to develop brands with high impact and high effectiveness based on neurological analysis of consumers.
  • Design the strategic context in which to articulate the presence of neuromarketing strategies.
  • Analyze patterns of behavior and consumption habits.
  • Knowing the multidisciplinary role of marketing as a social science and its relationship with neuroscience to sustain its actions with a clear focus on the client as an individual.
  • Identify the response mechanisms of people and their unconscious base.
  • Understand the anatomy and physiology of the brain, as well as the analysis techniques to be able to establish objective working hypotheses when working with neuroscientists.
  • Be able to develop marketing strategies aimed at stimulating emotional or rational responses in customers that imply higher levels of loyalty.
  • Acquire knowledge that implies actions within the deontological principles that sustain them.
  • Know the application of neuroscience to management and the management and direction of projects and equipment.

Curriculum of the Master's in Neuromarketing

Block 1: Market research

> Module 1. Neuroscience elements applied to marketing

Neuromarketing is nothing other than the application of neurosciences to advertising communication, microeconomics and sales. In this subject, the bases of the neurological models that sustain this field of research and knowledge will be presented, at the same time as they relate to their application in the world of business and the company. For this, it is necessary to know the basic principles of neuroanatomy and neurophysiology of the human brain and then to demonstrate its implications in motivation and behavior.
Topics addressed:
  • Attention Systems.
  • Fast thinking versus slow thinking
  • Emotion and Motivation. Somatic marker and non-rational intuitive decision making.
  • Self-regulation Frontal lobe, discount function and transtemporal organization of behavior.


> Module 2. Sensory and experiential marketing

Both sensory marketing and experiential marketing aim to take the experience of the brand beyond what we are used to. In this module, guidelines will be given to design marketing actions of high impact on consumers through the senses and the experience of the brand. You will also learn to use games (gaming) as an experiential marketing tool.
Topics addressed:
  • Sensory marketing: in search of emotions.
  • Experiential marketing: the customer's brand experiences.
  • Customer Experience and management of the customer experience.
  • Design experiences through gamification.


> Module 3. Psychology and consumer behavior

In this module you will see the main concepts of human psychology applied to the world of consumption. In addition, you will see the link between consumer psychology and the marketing, advertising and sales strategy. The objective of the module is to link our own behavior as consumers with that of our customers.
Topics addressed:
Mechanisms of the mind: memory, perception, attention, learning, motivation, etc.
Consumer psychology: how to take advantage of the consumer's mind.
The impact of consumption on the psychological well-being of adults and minors.
The impact of consumption on the environment: change in attitudes and behavior.


> Module 4. From market research to behavior prediction

This module examines the nature of qualitative research and its increasing value in market research. The role of the focus group interviews and their behavior will be explored. Other topics include in-depth interviews, projective techniques, observational research and the Delphi method.
Topics addressed:
  • Basics of market research.
  • Tools to measure behaviors and emotions.
  • Behavioral profiles
  • Prediction of behavior, neuronal patterns.
  • Physiology of the nervous system.


> Module 5. Research methods and techniques in Neuromarketing
The tools used for behavioral studies and the psycho and physiological response to the presented stimuli are varied. A combination of all of them is necessary, as well as an accurate study of the results, in order to present conclusive results, which speak of desires, fears, sensations, feelings, etc. of the consumer.
Topics addressed:
  • Fundamentals and procedures of research in neuromarketing: method and quality controls
  • Biometric techniques
  • Neurophysiological techniques
  • Neuroimaging techniques
  • Virtual reality
  • Analysis and interpretation of results: quantitative and qualitative research

> Module 6. Branding and neuromarketing

The objective of the module is to present the contributions from psychology and cognitive neuroscience applied to marketing to develop business applications in product design, advertising design and especially the design of brands with penetration power, personality and DNA. The current world of marketing is based on the construction of meanings based on global brands. In this module students will study successful cases of advertising and marketing marketing in which the concepts learned from consumer psychology and neurosciences applied to marketing take shape through strategic marketing.
Topics addressed:
  • Brain, design and brand positioning.
  • Business solutions of Neuromarketing.
  • Understanding the decision making of the consumer.
  • Neuromarketing and brand strategy.
> Module 7. Neuromarketing applied to the digital experience
This module seeks to deepen the understanding of consumer behavior in different digital experiences from Neuromarketing. The exploration of insight, the construction of stories that support marketing strategies and digital experience, will be addressed throughout a practical field work that will be complemented with the study of the client's trip, the use of Neuromarketing techniques to measure the usability and the measurement of user satisfaction.
Topics addressed:
  • Experience of consumption and digital interaction in web and apps.
  • The new digital consumer and the exploration of the consumer's usual journey.
  • Activating the consumer digitally.
  • Measurement of digital experience from the perspective of neuromarketing and usability.

> Module 8. Social Media Intelligence and web analytics

This module focuses on web analytics technologies and how companies and organizations can use technology to measure web traffic, improve commercial presence and conduct studies of stories that support markets focused on neuromarketing. The module will also work on how to analyze data from social networks and apply that analysis to develop marketing strategies.
Topics addressed:
  • Techniques of collection, analysis and reporting of traffic of websites and social networks.
  • Quantitative (data) and qualitative analytics (consumer attention capture) in digital environments.
  • Techniques for the application of Neuromarketing in the RRSS.
  • Neuromarketing applied to content management.
> Module 9. Applications of Neuromarketing
In this module we work from the practical application of neuromarketing techniques, methods and tools and how to design and carry out an applied neuromarketing study.
Topics addressed:
  • Product: customer experience when interacting with the product
  • Point of sale: detecting emotional intensity at the point of sale
  • Entertainment: measurement and impact
  • Neuromarketing applied to the company: strategic thinking and disruptive innovation


> Module 10. Neuroscience applied to management

In this module we work on the emotional and relational mechanisms that come into play in relationships within organizations. The application of neuromanagement allows to detect, incorporate and innovate the material and human resources to optimize the links between them and generate the expected results.
Topics addressed:
  • Contribution of neuroscience to business management
  • The relational brain
  • Neuroscience applied to leadership
  • Neurolearning
  • Neurotable and empowetment

Final Master's Project (FMP)

As the final Master's project, students will design a complete research project in the field of marketing management under the supervision of a tutor. The research project will allow students to apply all the knowledge acquired during the programme when they identify and define a research problem, developing the design and scope of the study and implementing the analysis tools and result report.



Additional activities

Introductory workshop

Introduction to Neuromarketing Workshop in which the program director will explain the operation, methodology and contents of the master's degree, as well as the conceptualization and applications of neuromarketing, the professional profile, the fields of action, the scope and limitations of neuromarketing in practice.  


Workshop 1. Storytelling and corporate communication

Workshop to work on Storytelling techniques, both for the construction of institutional narrative and to develop influencers capable of generating commitment.  


Workshop 2. Neuromarketing Laboratory

Workshop in which the practical application of the Neuromarketing tools learned in the corresponding modules of the program will be worked on, among which are: Fixed and mobile eyetracker Electroencephalogram


Management meetings

Above and beyond the case studies for each of the subjects, and the experience of professors, meetings with top-level managers will be held throughout the programme as video conferences. At these events, speakers will share experiences in the design and management of marketing research projects.

Requirements for the Master's in Neuromarketing

The fundamental goal of our application process is to ensure the suitability of candidates. All participants must get the most out of this learning experience via a context in which it is possible to develop a long-term relationship with classmates, professors and alumni.

Here are the stages of the application process:

1. Application prerequisites

2. Application for admission

3. Personal interview

4. Letter of motivation

5. Evaluation by the Admission Committee

6. Enrolment


Award of the Master's in Neuromarketing

People who pass the programme assessments and who meet the academic requirements set by the UB will be awarded the Master’s from the UB (University of Barcelona). In addition, everyone who passes the assessment will receive the degree from EAE Business School.

To obtain the qualification from the UB, you must have a University Degree (Engineering, Degree or Diploma). If you do not have a University Degree, once you have passed the different assessments, you will obtain a diploma accredited by the UB.

Programme Director Master in Neuromarketing and Market Research


Julio César Cardona

  • Neuro-psicólogo clínico.
  • Psicólogo por la Universidad de San Buenaventura (Medellín, Colombia)
  • Docente de psicobiología y neuropsicología en facultades de Ciencias Sociales de la Universidad de Antioquia y la Universidad Pontificia Bolivariana.

Henry Castillo

  • PhD en Cognitive Neuroscience, Universidad de Maimonedis, (Argentina).
  • Cognitive Psicologist
  • Master's Degree in Neuroscience,  Universidad Internacional de Andalucía (España).

Santiago Giménez

  • Director de Marketing Digital en StarVie.
  • Master en Analítica Web en Kschool (Madrid, España).
  • Master en Marketing Profesional UCM (Madrid, España)
  • Licenciado en Relaciones Industriales en la Universidad Católica Andrés Bello (Caracas, Venezuela).

Antoni Perramon Prenyanosa

  • CEO en Neurons, consultoría estratégica de personas.
  • Profesional en Dirección de Personas.
  • Experiencia de más de 20 años en empresas del sector financiero, asegurador, gran consumo, automóvil y aeronáutico.

Santiago Restrepo

  • Psicólogo por la Universidad de San Buenaventura, con especialización en Neuropsicología orientada a las Organizaciones.
  • Doctorado en Neurociencias cognitivas y Post Doctorado en Ciencias.

Gustavo Rojas Pavez

  • Chief UX and Neuromarketing Laboratory at  Banco Bci
  • Master’s Degree in Consumer Behaviour from UAI.
  • Commercial Engineer, Bachelor of Science in Business Administration from UAS. 
  • Interaction Design and Physical Computing from UDD
  • Agile Leadership 1 (CAL) Program, Scrum Master & Product Owner certificate.
  • Professor of digital strategy, research, CX / UX and web analytics Masters and Postgraduate.

Mario Sorribas Fierro

Luis Toro Dupoy

  • Master’s Degree in Business Administration, University of St. Thomas (Houston, Texas)
  • Master’s Degree in Marketing Management and Commercial Management from ESIC (Madrid, Spain)
  • Degree in Clinical and Industrial Psychology (Caracas, Venezuela)

Yury Ustrov

  • Director de Marketing de Devinssi
  • Doctor Cum Laude en Economia y Empresa. Universitat Rovira i Virgili.
  • Máster en Dirección i Planificació del Turisme. Universitat Rovira i Virgili.
  • Licenciado en Administración y Dirección de Empresas. Universitat Pública Politècnica de Sant Petersburg.

Dana Zirpoli

  • Consultora senior en investigación de mercados
  • Licenciada en Sociología por la Universidad de La Coruña
  • Dedication60 ECTS
  • InitiationMay 2019
  • Term10 months
  • Price6.500 €
  • MethodologyOnline
  • LanguageSpanish