Neuroscience in Marketing

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. Neuro based laboratory and field applications can generate more advanced insights on consumer behaviour, team member behaviour, and employee behavior that can add enhanced value to managers in their implemention of marketing plans. Current evidence suggests that using neuro tools to generate behavioral insights (the how and why of a behavior) can lead to predictions that are more accurate by 20-40% and actions that are more likely to elicit the desired behavior from the target customer or other relevant person.
Based on research and consulting in this field by the program coordinator and faculty who will teach on the programme, the programme will cover neuroscience and its applications in the area of consumer behaviour, pricing, packaging and marketing communications and other business areas.

Objective

The programme is designed:
• 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, conscious and unconscious;” 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 and human behaviour insights
• To apply these insights in the areas of pricing, marketing communications, packaging, product design, and employee behaviour. with the objective of producing behaviour change in the target audience

Contents

The programme would incorporate:
• Basic principles of brain organisation and functioning.
• Understand and evaluate key neuromarketing tools such as functional magnetic resonance imaging (fMRI), and electroencephalography (EEG), eye tracking, RFI, etc.
• 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.

Who should attend?

This course is aimed at anyone involved in the promotion of products, services or brands and anyone who has ever wondered how neuroscience can be used to help understand consumer behaviour and wants to achieve behaviour change. In terms of area, marketing generally defined, pricing, sales, branding and product design are key functions that can have substantial benefits from the programme.
This could include:
• Account Managers; Creative Leads in Advertising Agencies
• Marketing Managers in Consumer Products
• Brand Managers
• Sales Managers in B2B contexts
• Market Research Professionals
• Brand and Business Consultants
• Behavior Science Architects
• Professionals with PR firms
• CXOs with Marketing and HR related responsibilities
• HR Managers
It's also suitable for anyone who uses the above kinds of services or agencies and wants to be more informed about what's on the market in terms of neuroscience in marketing. It is also useful for managers seeking to achieve behaviour change in the field or in their organizations

Venue & Duration

The programme is scheduled during June 19-21, 2025 on a residential basis at MDI Campus, Mehrauli Road, Sukhrali, Gurugram. Accommodation for participants would be available at MDI Campus from the noon of June 18, 2025, to the forenoon of June 22, 2025.

Registration & Fees

Participants should be nominated by their organizations. The enclosed nomination form should be completed and returned with all the details. The fee of the program is Rs. 51,000/- (Rupees Fifty One Thousand only) per participant which includes a professional fee and all charges for boarding, lodging and supply of course materials during the programme. GST as applicable will be charged extra in addition to the programme fee. Payment should be made by Cheque/NEFT/RTGS.

Discount Policy
With a view to our long-term relationship with your esteemed organization, we are pleased to introduce the discount policy in this programme. The discount will be observed in the following conditions: (discount is applicable in NEPAL also)
• 10% Discount against 3-5 nominations
• 20% Discount against more than 5 nominations

Important Dates

The last date for receipt of nominations is June 05, 2025. The last date for withdrawal of nominations is June 06, 2025. Any withdrawal received after this date will be subject to deduction as per the Institute’s rules. However, substitution may be permitted.
Nominating organizations are advised to await confirmation of acceptance of nominations(s) before sending the participants to the programme venue.

For enquiry, please contact at [email protected] or +91-124-4560008.