From personality psychology to customer motivation
Mastering the technology of consumer behavior management based on human psychology
Effective use of behavioral models to select target markets and generate sustainable cash flows for the company
Result
You will enhance your skills as a marketer, as a professional who understands the specifics of influencing consumer behavior and neuromarketing
For whom
For marketing professionals with at least 5 years of experience who want to improve their skills and competencies in consumer behavior management
Program content
I. Behavioral economics and human mental processes
- Basic concepts of behavioral economics
- Customer experience management: methodology and cases
- Cognitive, emotional and volitional processes
II. Factors influencing consumer behavior
- Demographics, psychographics and personality
- Consumer motivation
- Consumers’ beliefs, feelings, attitudes, and intentions. Influence of family and households
- Culture, ethnicity, and social class
- Group influence and personality influence
III. Neuromarketing and consumer models
- Basic insights from neuroeconomics and neurobiology
- Neuromarketing research: methodology and methods
- Neurophysiology of the human brain
- Profiling in neuromarketing research
- Neuromarketing: case studies of success
- Shopper Marketing
- Models of Consumer Behavior