Master the most effective and advanced techniques to understand consumer behavior and improve the effectiveness of your marketing strategies with this Grand Master and improve the effectiveness of your marketing strategies thanks to this Advanced master’s degree”

Why Study at TECH?

TECH is the world's largest 100% online business school. It is an elite business school, with a model based on the highest academic standards. A world-class center for intensive managerial skills education.   

TECH is a university at the forefront of technology, and puts all its resources at the student's disposal to help them achieve entrepreneurial success”

At TECH Global University

Innovation

The university offers an online learning model that balances the latest educational technology with the most rigorous teaching methods. A unique method with the highest international recognition that will provide students with the keys to develop in a rapidly-evolving world, where innovation must be every entrepreneur’s focus.

"Microsoft Europe Success Story", for integrating the innovative, interactive multi-video system. 

The Highest Standards

Admissions criteria at TECH are not economic. Students don't need to make a large investment to study at this university. However, in order to obtain a qualification from TECH, the student's intelligence and ability will be tested to their limits. The institution's academic standards are exceptionally high...  

95% of TECH students successfully complete their studies.

Networking

Professionals from countries all over the world attend TECH, allowing students to establish a large network of contacts that may prove useful to them in the future.  

100,000+ executives prepared each year, 200+ different nationalities.

Empowerment

Students will grow hand in hand with the best companies and highly regarded and influential professionals. TECH has developed strategic partnerships and a valuable network of contacts with major economic players in 7 continents.  

500+ collaborative agreements with leading companies.

Talent

This program is a unique initiative to allow students to showcase their talent in the business world. An opportunity that will allow them to voice their concerns and share their business vision. 

After completing this program, TECH helps students show the world their talent. 

Multicultural Context

While studying at TECH, students will enjoy a unique experience. Study in a multicultural context. In a program with a global vision, through which students can learn about the operating methods in different parts of the world, and gather the latest information that best adapts to their business idea. 

TECH students represent more than 200 different nationalities.  

Learn with the best

In the classroom, TECH’s teaching staff discuss how they have achieved success in their companies, working in a real, lively, and dynamic context. Teachers who are fully committed to offering a quality specialization that will allow students to advance in their career and stand out in the business world. 

Teachers representing 20 different nationalities. 

TECH strives for excellence and, to this end, boasts a series of characteristics that make this university unique:   

Analysis

TECH explores the student’s critical side, their ability to question things, their problem-solving skills, as well as their interpersonal skills.  

Academic Excellence

TECH offers students the best online learning methodology. The university combines the Relearning methodology (the most internationally recognized postgraduate learning methodology) with Harvard Business School case studies. A complex balance of traditional and state-of-the-art methods, within the most demanding academic framework.   

TECH is the world’s largest online university. It currently boasts a portfolio of more than 10,000 university postgraduate programs. And in today's new economy, volume + technology = a ground-breaking price. This way, TECH ensures that studying is not as expensive for students as it would be at another university.   

At TECH, you will have access to the most rigorous and up-to-date case analyses in academia” 

This Advanced master’s degree offers a complete and updated syllabus, covering all aspects of Marketing and Neuro-marketing. This way, students will have the opportunity to delve into topics such as consumer behavior analysis, marketing project management, market research and the application of neuro-marketing strategies. All of this, in a 100% online format that allows to adapt the learning to the specific needs and schedules of each individual. 

 Become an expert in Marketing and Neuro-marketing, and obtain the necessary skills to lead Marketing projects and make accurate and effective decisions in any business environment”

Syllabus

This Advanced master’s degree in Marketing Management, Expert in Neuro-marketing of TECH Global University is an intensive program that prepares students to face challenges and business decisions both nationally and internationally. Its content is designed to promote the development of managerial skills that enable more rigorous decision-making in uncertain environments.   

Throughout 3,000 hours of study, students will analyze a multitude of practical cases through individual work, achieving high quality learning that can be applied to their daily practice. It is, therefore, an authentic immersion in real business situations.    
This program deals  with the main areas of Marketing in depth and  is designed for managers to understand business management from a strategic, international and innovative perspective.   

A plan designed for students, focused on their professional improvement and that prepares them to achieve excellence in the field of commercial management. A program that understands your needs and those of your company through innovative content based on the latest trends, and supported by the best educational methodology and an exceptional faculty, which will provide you with the competencies to solve critical situations in a creative and efficient way.   

This program takes place over 24 months and is divided into 18 modules:   

Module 1. Market Research
Module 2. Fundamentals and tools in market research in interaction with neuro-marketing
Module 3. Implementation of neuro-marketing in the company: a path of no return
Module 4. Management and Leadership
Module 5. Logistics and Economic Management
Module 6. Psychology applied to the practice of neuro-marketing
Module 7. Consumer psychology: impact of memory and personality on the buying process
Module 8. Customer Relationship Management
Module 9. Neurological bases and neuroscience technology applied to neuro-marketing
Module 10. Sectorial Marketing
Module 11. Sensory marketing: connecting with the consumer's senses from the neuro-marketing field
Module 12. Digital Marketing and e-Commerce
Module 13. E-Commerce and Shopify
Module 14. Social Media and Community Management
Module 15. Neuro-marketing applied to the digital experience
Module 16. Social Media Intelligence and Growth Marketing applied to Neuro-marketing
Module 17. Strategy in Marketing Management
Module 18. Neuro-marketing applied to organizational development
Module 19. Operational Marketing
Module 20. International Marketing
Module 21. Neuro-marketing applied to face-to-face commercial activities, online channel, meetings and negotiations

Where, When and How is it Taught?

TECH offers the possibility to study this Advanced master’s degree in Marketing Management, Neuro-marketing Expert completely online. Throughout the 24 months of the educational program, you will be able to access all the contents of this program at any time, allowing you to self-manage your study time.

Module 1. Market Research 

1.1. Fundamentals of Marketing

1.1.1. Main Definitions
1.1.2. Basic Concepts
1.1.3. The Evolution of the Concept of Marketing

1.2. Marketing: From the Idea to the Market

1.2.1. Concept and Scope of Marketing
1.2.2. Marketing Dimensions
1.2.3. Marketing 3.0

1.3. New Competitive Environment

1.3.1. Technological Innovation and Economic Impact
1.3.2. Knowledge Society
1.3.3. The New Consumer Profile

1.4. Quantitative Research Methods and Techniques

1.4.1. Variables and Measurement Scales
1.4.2. Information Sources
1.4.3. Sampling Techniques
1.4.4. The Treatment and Analysis of Data

1.5. Qualitative Research Methods and Techniques

1.5.1. Direct Techniques: Focus Groups
1.5.2. Anthropological Techniques
1.5.3. Indirect Techniques
1.5.4. The Two Face Mirror and The Delphi Method

1.6. Market Segmentation

1.6.1. Market Typologies
1.6.2. Concept and Analysis of the Demand
1.6.3. Segmentation and Criteria
1.6.4. Defining the Target Audience

1.7. Types of Buying Behavior

1.7.1. Complex Behavior
1.7.2. Dissonance Reducing Behavior
1.7.3. Variety Seeking Behavior
1.7.4. Habitual Purchasing Behavior

1.8. Marketing Information Systems

1.8.1. Conceptual Approaches to Marketing Information Systems
1.8.2. Data Warehouse and Datamining
1.8.3. Geographical Information Systems

1.9. Research Project Management

1.9.1. Information Analysis Tools
1.9.2. Developing an Expectation Management Plan
1.9.3. Assessing the Feasibility of Projects

1.10 AM. Marketing Intelligence

1.10.1. Big Data
1.10.2. User Experience
1.10.3. Applying Techniques

Module 2. Fundamentals and tools in market research in interaction with neuro-marketing  

2.1. The Trajectory of Market Research and the Role of Neuro-marketing

2.1.1. Market Research and Neuro-marketing in Today's Scenario
2.1.2. Contributions of Neuroscience to Marketing Research
2.1.3. Neuro-marketing and the Future of Marketing Research

2.2. Business Intelligence Applied to Market Research and Neuro-marketing

2.2.1. From Market Research to Business Intelligence
2.2.2. Role of Neuromarketing in Business Intelligence
2.2.3. Techniques and Tools Applied to Market Research in Combination with Neuro-marketing

2.3. Research Techniques and their Combination with Neuro-marketing Today

2.3.1. Surveys together with Neuro-marketing and their Application to Marketing Research
2.3.2. Interviews and Focus Groups and their Combination with Neuro-marketing applied to Market Research
2.3.3. Triangulation and its Importance in the Success of a Marketing Research Project

2.4. Neuro-marketing Tools Application to Marketing Research

2.4.1. Facial Coding
2.4.2. Eye Tracker
2.4.3. Skin Conductance
2.4.4. Electroencephalogram
2.4.5. TAI

2.5. Neuro-marketing Research Design

2.5.1. Briefing and Company Project
2.5.2. Recruitment Filter and Sample Recruitment
2.5.3. Field Work
2.5.4. Analysis and Interpretation of Results
2.5.5. Preparation and Presentation of Results
2.5.6. Lessons Learned and Conclusions

2.6. Experiential Neuro-qualitative and its Application to Market Research

2.6.1. "Transformational "Insight
2.6.2. Experiential Neuro-Qualitatives
2.6.3. Usefulness of the Experiential Neuro-Qualitatives
2.6.4. Tools used in the Experiential Neuro-Qualitative
2.6.5. Execution of a Plan with Experiential Neuro-Qualitative

2.7. Ethnographic Research and its Combination with Neuro-marketing Applied to Marketing Research

2.7.1. Ethnographic Research Combined with Neuro-marketing
2.7.2. Objectives of Ethnography and Neuro-marketing and its Powerful Combination from Market Research
2.7.3. Methodology in a Marketing Research Project: Ethnographic Research and Neuro-marketing

2.8. Neuro-marketing and Digital Communication

2.8.1. Building Winning Brands through Neuro-marketing
2.8.2. Neuro-marketing in Current Communication and Media Planning
2.8.3. Neuro-marketing's Contributions to Traditional Communications

2.9. Ethics in Neuro-marketing

2.9.1. Ethics Applied to Neuro-marketing
2.9.2. Ethics in Advertising
2.9.3. NMSBA Code of Ethics

2.10 AM.Success Stories in Neuro-marketing Market Research Projects

2.10.1. The Contributions of Neuro-marketing to the Analysis of a Brand
2.10.2. Neuro-marketing project in the Cosmetics Sector
2.10.3. Neuro-marketing Project in the Pharmaceutical Sector

Module 3. Implementation of neuro-marketing in the company: a path of no return

3.1. The Neuro-marketing Discipline

3.1.1. Perimeter of Neuro-marketing: Identify and Implement
3.1.2. Neuroscience Applied to Marketing
3.1.3. Application areas of Neuro-marketing Actions

3.2. Consistency between Marketing Strategy and Neuro-marketing Actions

3.2.1. Neuro-marketing in the Strategy as a Principle of the Action Process
3.2.2. Analysis of the Internal and External Context of the Company from the Neuro-marketing Perspective
3.2.3. Implementation of a Strategic Neuro-marketing Plan

3.3. Objective definition, results measurement and connection with customers with a Neuro-marketing vision

3.3.1. The Objectives of the Neuro-marketing Plan
3.3.2. Results measurement and its application to branding
3.3.3. Consumers' Needs as the Basis for their Emotional Connection with the Brand

3.4. Consumer Behavior and Psychology

3.4.1. Consumer Markets and Consumer Purchasing Behavior
3.4.2. The Purchase Decision Process in the Physical Channel
3.4.3. The Purchase Decision Process in the Online Channel

3.5. The Power of Emotions in Consumer Behavior

3.5.1. Emotions and their Role in Purchasing Decisions
3.5.2. Marketing of Feelings. The Activation of the Five Senses
3.5.3. Experience as the Sixth Sense

3.6. Experiential Marketing: the Space to be Built by the Brand

3.6.1. Innovation in the Communication Mix taking Neuro-marketing into Account
3.6.2. Excellence at the Physical Point of Sale
3.6.3. Excellence in Digital Channels

3.7. Brand Value Creation that Connects with Emotions

3.7.1. Research Strategies to Identify Consumer Attraction Stimuli
3.7.2. Defining the Brand Value Proposition Based on Scientific Data
3.7.3. Limitations of Neuro-marketing according to Physical and Online Channels

3.8. Transforming Market Research from Neuro-marketing

3.8.1. Types of Neuro-marketing Actions Based on the Marketing Plan
3.8.2. Combination of Qualitative and Quantitative Methods in the Neuro-marketing Action Plan
3.8.3. Exploratory Work in Laboratories and Fieldwork

3.9. Branding and Neuro-marketing. Successful Alliance

3.9.1. Neuro-marketing at the Service of Building Strong Brands
3.9.2. Points of Parity and Points of Difference: When Selling More is the Consequence
3.9.3. Target-Market Selection: How Neuro-marketing Helps Us

3.10. Ethics in Neuro-marketing

3.10.1. Ethical Principles of Neuro-marketing as a Market Research Technique
3.10.2. Advantages and Disadvantages of the Implementation of Neuro-marketing Techniques
3.10.3. Challenges of Neuro-marketing in the Medium and Long-Term

Module 4. Management and Leadership

4.1. General Management

4.1.1. Integrating Functional Strategies into the Global Business Strategies
4.1.2. Management Policy and Processes
4.1.3. Society and Enterprise

4.2. Strategic Management

4.2.1. Establishing the Strategic Position: Mission, Vision, and Values
4.2.2. Developing New Businesses
4.2.3. Growing and Consolidating Companies

4.3. Competitive Strategy

4.3.1. Market Analysis
4.3.2. Sustainable Competitive Advantage
4.3.3. Return on Investment

4.4. Corporate Strategy

4.4.1. Driving Corporate Strategy
4.4.2. Pacing Corporate Strategy
4.4.3. Framing Corporate Strategy

4.5. Planning and Strategy

4.5.1. The Relevance of Strategic Direction in the Management Control Process
4.5.2. Analysis of the Environment and the Organization
4.5.3. Lean Management

4.6. Talent Management

4.6.1. Managing Human Capital
4.6.2. Environment, Strategy, and Metrics
4.6.3. Innovation in People Management

4.7. Management and Leadership Development

4.7.1. Leadership and Leadership Styles
4.7.2. Motivation
4.7.3. Emotional Intelligence
4.7.4. Skills and Abilities of the Leader 2.0
4.7.5. Efficient Meetings

4.8. Change Management

4.8.1. Performance Analysis
4.8.2. Leading Change. Resistance to Change
4.8.3. Managing Change Processes
4.8.4. Managing Multicultural Teams

Module 5. Logistics and Economic Management 

5.1. Financial Diagnosis

5.1.1. Indicators for Analyzing Financial Statements
5.1.2. Profitability Analysis
5.1.3. Economic and Financial Profitability of a Company

5.2. Economic Analysis of Decisions

5.2.1. Budget Control
5.2.2. Competitive Analysis. Comparative Analysis
5.2.3. Decision-Making. Business Investment or Divestment

5.3. Investment Valuation and Portfolio Management

5.3.1. Profitability of Investment Projects and Value Creation
5.3.2. Models for Evaluating Investment Projects
5.3.3. Sensitivity Analysis, Scenario Development, and Decision Trees

5.4. Purchasing Logistics Management

5.4.1. Stock Management
5.4.2. Warehouse Management
5.4.3. Purchasing and Procurement Management

5.5. Supply Chain Management

5.5.1. Costs and Efficiency of the Operations Chain
5.5.2. Change in Demand Patterns
5.5.3. Change in Operations Strategy

5.6. Logistical Processes

5.6.1. Organization and Management by Processes
5.6.2. Procurement, Production, Distribution
5.6.3. Quality, Quality Costs, and Tools
5.6.4. After-Sales Service

5.7. Logistics and Customers

5.7.1. Demand Analysis and Forecasting
5.7.2. Sales Forecasting and Planning
5.7.3. Collaborative Planning, Forecasting, and Replacement

5.8. International Logistics

5.8.1. Customs, Export and Import processes
5.8.2. Methods and Means of International Payment
5.8.3. International Logistics Platforms

Module 6. Psychology applied to the practice of neuromarketing

6.1. Psychology and Neuro-marketing: A Necessary Partnerships

6.1.1. Consumer Psychology
6.1.2. Research in Psychology Applied to Neuro-marketing
6.1.3. The Psychology of Essential Processes Applied to Neuro-marketing

6.2. Sensations and Perceptions in the Purchase Decision Processes

6.2.1. The Laws of Sensation
6.2.2. Perception Mechanisms
6.2.3. Attention in Purchase Contexts

6.3. Cognitive psychology: how the consumer processes information and its relationship to good Neuro-marketing activities

6.3.1. Cognitive Psychology in Consumer Processes
6.3.2. Cognitive Science. Current Trends that Interact Consumers' Objectives with the Proposals They Receive as a Target Market
6.3.3. Levels of Analysis of Cognitive Processes

6.4. Memory and consciousness: what a consumer remembers and forgets

6.4.1. Memory and Intention
6.4.2. Memory and Attention
6.4.3. Automaticity and Memory

6.5. Cognition and Mental Capacities: Implications for Consumption Processes

6.5.1. Psychology of Thought, Information Processing in Consumption Contexts
6.5.2. Biases and Heuristics, how we Trick our Minds
6.5.3. Study of the Intelligence Present in Purchase, Use and Consumption Processes

6.6. Neuro-marketing of Communication: Use of Language

6.6.1. Psychology of Language
6.6.2. Language Perception and Comprehension Processes
6.6.3. Language, Thought and Culture. The Power of Words in Neuro-marketing

6.7. Motivation: What Drives the Consumer

6.7.1. Motivation
6.7.2. Maslow's Hierarchy of Needs
6.7.3. Intrinsic and Extrinsic Motivation
6.7.4. Social Motives: Achievement, Power, Affiliation

6.8. Emotions and Feelings in Consumption Processes

6.8.1. Communication of Facial Expressions
6.8.2. From Emotions to Feelings
6.8.3. Evaluation and subjective emotional experience

6.9. Neuro-marketing in the Choice and Decision-Making Processes

6.9.1. Classical Models of Decision-Making
6.9.2. Emotion and Decision-Making
6.9.3. Choice, Impulse, and Compulsion to Buy

6.10. Learning by Conditioning: Implications for Consumer Processes

6.10.1. Classical Conditioning
6.10.2. Instrumental or Operant Conditioning
6.10.3. Applications

Module 7. Consumer psychology: impact of memory and personality on the buying process

7.1. Psychological Aspects Related to Consumer Behavior

7.1.1. Analysis and Contributions of Psychology to Consumer Behavior
7.1.2. The Psychological Core: Internal Consumer Processes
7.1.3. Consumer Understanding and Behavior

7.2. Personality Theories Related to Buying Behavior

7.2.1. Psychodynamic Theory
7.2.2. Humanistic Theory
7.2.3. Trait Theory
7.2.4. Personality Traits and Consumer Behavior

7.3. Consumer Personality and Behavior

7.3.1. The Consumer as an Individual
7.3.2. Personality Facets
7.3.3. Personality and the Understanding of Consumer Behavior

7.4. Psychographics: Values, Personality and Lifestyles. How it influences consumer behavior

7.4.1. Values as an Influence on Consumer Behavior
7.4.2. Personality Research Methods
7.4.3. Behavioral Patterns and Lifestyle
7.4.4. Psychographics: Combining Values, Personalities and Lifestyles

7.5. Memory as an Internal Influence on Consumption Behavior

7.5.1. How Does the Brain Encode Information
7.5.2. Memory Systems
7.5.3. Associations: how memory stores information
7.5.4. Memory and Retrieval

7.6. The Role of Memory in Consumer Decisions

7.6.1. Evocation of Memories
7.6.2. Memory and Emotion
7.6.3. Memory and Context
7.6.4. Memory and Perceived Purchase Experience

7.7. Consumer Attitude Formation and Attitude Change

7.7.1. Attitudes
7.7.2. Structural Models of Attitudes
7.7.3. Attitude Formation
7.7.4. Attitude Change Strategies

7.8. Attribution Studies A Panoramic View from the Consumer's Perception

7.8.1. Attribution Theory
7.8.2. Sensory Dynamics of Perception
7.8.3. Elements of Perception
7.8.4. Image Formation in the Consumer

7.9. Helping Behavior as a Facilitator of Well-Being in Consumer Behavior

7.9.1. Behavioral Help
7.9.2. Costs and Benefits
7.9.3. Providing or Requesting Help
7.9.4. The Conduct of Assistance in the Commercial Sphere

7.10. Consumer Decision Making

7.10.1. The Cognitive Component of Consumer Decision-Making
7.10.2. Strategic Implications in Consumer Decisions
7.10.3. Buying Behavior: Beyond the decision

Module 8. Customer Relationship Management  

8.1. Knowing the Market and the Consumer

8.1.1. Open Innovation
8.1.2. Competitive Intelligence
8.1.3. Sharing Economy

8.2. CRM and Business Philosophy

8.2.1. Business Philosophy or Strategic Orientation
8.2.2. Customer Identification and Differentiation
8.2.3. The Company and its Stakeholders
8.2.4. Clienting Clienteling

8.3. Database Marketing and Customer Relationship Management

8.3.1. Database Marketing Applications
8.3.2. Laws and Regulations
8.3.3. Information Sources, Storage, and Processing

8.4. Consumer Psychology and Behavior

8.4.1. The Study of Consumer Behavior
8.4.2. Internal and External Consumer Factors
8.4.3. Consumer Decision Process
8.4.4. Consumerism, Society, Marketing, and Ethics

8.5. Areas of CRM Management

8.5.1. Customer Service
8.5.2. Managing the Sales Force
8.5.3. Customer Service

8.6. Consumer Centric Marketing

8.6.1. Segmentation
8.6.2. Profitability Analysis
8.6.3. Customer Loyalty Strategies

8.7. CRM Management Techniques

8.7.1. Direct Marketing
8.7.2. Multichannel Integration
8.7.3. Viral Marketing

8.8. Advantages and Risks of Implementing CRM

8.8.1. CRM, Sales and Costs
8.8.2. Customer Satisfaction and Loyalty
8.8.3. Technology Implementation
8.8.4. Strategic and Management Errors

Module 9. Neurological bases and neuroscience technology applied to neuro-marketing

9.1. The Brain and its Functions from a Neuro-marketing Perspective

9.1.1. Neuroscience and Neuro-marketing-Focused Knowledge of the Brain
9.1.2. The Brain, its Structure and its Effect on Neuro-marketing
9.1.3. Cognitive Processes Located in the Brain Related to Buyer Decision Making

9.2. The Nervous System and Neurons: Role in Consumer Decision Making

9.2.1. Nervous System: Involvement in Buyer Decision Making
9.2.2. Nervous System: Cell Types and How They Influence Neuro-marketing
9.2.3. Nervous system: functioning and information transmission in buyer's product choice

9.3. Basic Cognitive Processes: Consumer Attention and Consciousness

9.3.1. Attention and its Application to Neuro-marketing
9.3.2. Consciousness and its Functioning Related to Neuro-marketing
9.3.3. The Relevance of Attention and Consciousness to Neuro-marketing

9.4. Basic cognitive processes: Consumer Memory

9.4.1. Memory: Functioning and Classification. Involvement in Consumer Decision-Making
9.4.2. Memory Models Involved in Neuro-marketing
9.4.3. Memory and its Relevance to Neuro-marketing

9.5. Neuroimaging Technologies in Neuro-marketing I: Positron Emission Tomography (PET)

9.5.1. Neuroimaging Techniques
9.5.2. PET: Operation
9.5.3. PET: Applicability to Neuro-marketing

9.6. Neuroimaging Technologies in Neuro-marketing II: Functional Magnetic Resonance Imaging (fMRI) and Magnetic Resonance Imaging (MRI)

9.6.1. fMRI Operation
9.6.2. MRI Operation
9.6.3. Utility of fMRI and MRI in Neuro-marketing

9.7. Neuroimaging Technologies in Neuro-marketing III: Electroencephalogram (EEG)

9.7.1. Function and Use of the EEG in Consumer Decision-Making
9.7.2. Applicability of EEG in Neuro-marketing
9.7.3. Comparison of Neuroimaging Techniques

9.8. Physiological Techniques I: Galvanic Response (GSR) in the Choice of a Product

9.8.1. Applied Neuroscience Physiological Techniques
9.8.2. GSR: Operation
9.8.3. GSR and its Role in Neuro-marketing

9.9. Physiological Techniques II: Eye-Tracking and Consumer Decision-Making

9.9.1. Sight: Information Processing Focused on Neuro-marketing
9.9.2. Eye-tracking:  Operation and Applicability in Buyer Decision Making
9.9.3. Eye-Tracking: Impact on Neuro-marketing

9.10. Consumer behavior measures: facial-coding

9.10.1. Emotions: Role from Neuroscience
9.10.2. Behavioral Measures
9.10.3. FACS: Function and Applicability in Neuro-marketing

Module 10. Sectorial Marketing 

10.1. Services Marketing

10.1.1. Evolution and Growth of the Service Sector
10.1.2. Function of Services Marketing
10.1.3. Marketing Strategy in the Service Sector

10.2. Touristic Marketing

10.2.1. Features of the Tourism Sector
10.2.2. Tourist Product
10.2.3. The Customer in Tourism Marketing

10.3. Political and Electoral Marketing

10.3.1. Political Marketing vs. Election Marketing
10.3.2. Political Market Segmentation
10.3.3. Electoral Campaign

10.4. Social Marketing and Responsible Marketing

10.4.1. Social Cause Marketing and CSR
10.4.2. Environmental Marketing
10.4.3. Segmentation in Social Marketing

10.5. Retail Management

10.5.1. Relevance
10.5.2. Reward
10.5.3. Cost Reduction
10.5.4. Relationship with the Customer

10.6. Banking Marketing

10.6.1. State Regulation
10.6.2. Branches and Segmentation
10.6.3. Inbound Marketing in the Banking Sector

10.7. Health Services Marketing

10.7.1. Internal Marketing
10.7.2. User Satisfaction Studies
10.7.3. Market-Oriented Quality Management

10.8. Sensory Marketing

10.8.1. Shopping Experience as a Sensory Experience
10.8.2. Neuro-marketing and Sensory Marketing
10.8.3. Arrangement and Presentation of the Point of Sale

Module 11. Sensory marketing: connecting with the consumer's senses from the neuro-marketing field

11.1. The Shopping Experience through Neuro-marketing

11.1.1. Human-Centered Neuro-marketing
11.1.2. The Shopping Experience as Seen through Neuro-marketing
11.1.3. The Importance of the Senses in the Purchase Decision Processes
11.1.4. Attention and Awareness in Consumer Behavior

11.2. The Senses and Emotions in Buying Behavior

11.2.1. Rational Processes and Emotional Processes in the Purchasing Process
11.2.2. Peak and End Rule
11.2.3. How do Emotions Influence the Senses

11.3. The Sensory System and its Impact on the Buying and Consumption Processes

11.3.1. Functioning of the Sensory System in the Buying Behavior
11.3.2. Persuasive Communication and the Senses
11.3.3. Synaesthesia and Sensory Marketing
11.3.4. Are there Other Senses?
11.3.5. Bouba/Kiki Effect

11.4. The senses: Marketing of Touch

11.4.1. The Powers of Touch
11.4.2. The Great Capacity of the Hands
11.4.3. Marketing of Touch

11.5. The Senses. Visual Marketing: the Power of Vision in Consumerism

11.5.1. Vision. Involvement in Consumption
11.5.2. The Influence of Light on Shopping Experiences
11.5.3. Colors in Branding and Sales
11.5.4. A View through Neuro-marketing

11.6. The Senses: Olfactory Marketing as Seen Through Neuro-marketing

11.6.1. Olfaction: what, but not how
11.6.2. Memory and Smell. Implication in the Shopping Experience
11.6.3. The Influence of Smell on Purchases. Practical Applications
11.6.4. Olfactory Marketing and Neuro-marketing

11.7. The Senses: Taste Marketing

11.7.1. Functional Properties of Taste
11.7.2. Flavors
11.7.3. Elements of Taste Marketing

11.8. The Senses: Auditory Marketing

11.8.1. How hearing works
11.8.2. Sound and its Qualities
11.8.3. Auditory Marketing

11.9. Sensory Marketing and Neuro-marketing

11.9.1. Sensory Marketing as a Key Player in the Consumer Experience
11.9.2. The Power of Neuro-marketing in the Sensory field
11.9.3. Neuro-marketing and Sensory Marketing: Differentiators of the Shopping Experience

11.10. Sensory Marketing in Practice

11.10.1. Sensory Marketing and Branding
11.10.2. Steps to create a sensory brand
11.10.3. Application of Sensory Marketing in Companies
11.10.4. Success Stori

Module 12. Digital Marketing and e-Commerce

12.1. Digital Marketing and e-Commerce

12.1.1. The Digital Economy and the Sharing Economy
12.1.2. Trends and Social Changes in Consumers
12.1.3. Digital Transformation of Traditional Companies
12.1.4. The Roles of the Chief Digital Officer

12.2. Digital Strategy

12.2.1. Segmentation and Positioning in the Competitive Context
12.2.2. New Marketing Strategies for Products and Services
12.2.3. From Innovation to Cash Flow

12.3. Technology Strategy

12.3.1. Web Development
12.3.2. Hosting and Cloud Computing
12.3.3. Content Management Systems (CMS)
12.3.4. Formats and Digital Media
12.3.5. Technological e-Commerce Platforms

12.4. Digital Regulation

12.4.1. Privacy Policy and Personal Data Protection Act
12.4.2. Fake Profiles and Fake Followers
12.4.3. Legal Aspects of Marketing, Advertising, and Digital Content

12.5. Online Market Research

12.5.1. Quantitative Research Tools in Online Markets
12.5.2. Dynamic Qualitative Customer Research Tools

12.6. Online Agencies, Media and Channels

12.6.1. Integral, Creative and Online Agencies
12.6.2. Traditional and New Media
12.6.3. Online Channels
12.6.4. Other Digital Players

Module 13. e-Commerce and Shopify 

13.1. Digital e-Commerce Management

13.1.1. New e-Commerce Business Models
13.1.2. Planning and Developing an e-Commerce Strategic Plan
13.1.3. Technological Structure in e-Commerce

13.2. e-Commerce Operations and Logistics

13.2.1. How to Manage Fulfillment
13.2.2. Digital Point-of-Sale Management
13.2.3. Contact Center Management
13.2.4. Automation in Management and Monitoring Processes

13.3. Implementing e-Commerce Techniques

13.3.1. Social Media and Integration in the E-Commerce Plan
13.3.2. Multichannel Strategy
13.3.3. Personalizing Dashboards

13.4. Digital Pricing

13.4.1. Online Payment Methods and Payment Gateways
13.4.2. Electronic Promotions
13.4.3. Digital Price Timing
13.4.4. e-Auctions

13.5. From e-Commerce to m-Commerce and s-Commerce

13.5.1. e-Marketplace Business Models
13.5.2. s-Commerce and Brand Experience
13.5.3. Purchase via Mobile Devices

13.6. Customer Intelligence: from e-CRM to s-CRM

13.6.1. Integrating the Consumer in the Value Chain
13.6.2. Online Research and Loyalty Techniques
13.6.3. Planning a Customer Relationship Management Strategy

13.7. Digital Marketing Trade

13.7.1. Cross Merchandising
13.7.2. Designing and Managing Facebook Ads Campaigns
13.7.3. Designing and Managing Google Ad Campaigns

13.8. Online Marketing for e-Commerce

13.8.1. Inbound Marketing
13.8.2. Display and Programmatic Purchasing
13.8.3. Communication Pla

Module 14. Social Media and Community Management

14.1. Web 2.0 or the Social Web

14.1.1. Organization in the Age of Conversation
14.1.2. Web 2.0 Is All About People
14.1.3. New Environments, New Content

14.2. Digital Communication and Reputation

14.2.1. Crisis Management and Online Corporate Reputation
14.2.2. Online Reputation Report
14.2.3. Etiquette and Good Practices on Social Networks
14.2.4. Branding and Networking 2.0

14.3. General, Professional, and Microblogging Platforms

14.3.1. Facebook
14.3.2. LinkedIn
14.3.3. Google+
14.3.4. Twitter

14.4. Video, Image, and Mobility Platforms

14.4.1. YouTube
14.4.2. Instagram
14.4.3. Flick
14.4.4. Vimeo
14.4.5. Pinterest

14.5. Corporate Blogging

14.5.1. How to Create a Blog
14.5.2. Content Marketing Strategy
14.5.3. How to Create a Content Plan for Your Blog
14.5.4. Content Curation Strategy

14.6. Social Media Strategies

14.6.1. Corporate Communication Plan 2.0
14.6.2. Corporate PR and Social Media
14.6.3. Analysis and Evaluation of Results

14.7. Community Management

14.7.1. Functions, Duties and Responsibilities of the Community Manager
14.7.2. Social Media Manager
14.7.3. Social Media Strategist

14.8. Social Media Plan

14.8.1. Designing a Social Media Plan
14.8.2. Defining the Strategy to be Applied in Each Media
14.8.3. Contingency Protocol in Case of Crisis

Module 15. Neuro-marketing applied to the digital experience

15.1. Consumer Behavior of Digital Experiences

15.1.1. Marketing 5.0
15.1.2. The New Online Consumer
15.1.3. Psychology of the Online Shopper

15.2. Neuromarketing and Digital Experiences

15.2.1. Changes in Online Shopping Behavior
15.2.2. Neuro-marketing as an Innovation in Digital Marketing
15.2.3. Digital Tools Applied to Neuro-marketing

15.3. Neuro-marketing Techniques for Measuring Usability and User Satisfaction Levels

15.3.1. Neuro-marketing for Measuring Digital Environments
15.3.2. Research Design for Digital Environments
15.3.3. Interpretation of the Results

15.4. Consumer Behavior in Social Networks

15.4.1. User Behavior in Social Networks
15.4.3. Emotional Evaluation of a Brand: Tone, Voice and Style
15.4.4. Content Strategy Designed to Connect with the User

15.5. Current user Behavior from a Neuro-marketing Perspective

15.5.1. Non-Conscious Processes in Online Customer Behavior
15.5.2. Awakening the Desire to Sell
15.5.3. Identifying Behaviors: The Customer Journey

15.6. Neuro-marketing as a Digital Tool applied to Business

15.6.1. Designing Strategies Neuro-marketing, Empirical Knowledge and Design Thinking
15.6.2. Neuro-marketing: A Necessary Asset for the Company's Toolkit
15.6.3. Neuro-marketing as a Tool that Boosts the ROI of Digital Marketing Campaigns

15.7. UX Techniques from a Neuro-marketing Perspective

15.7.1. UX Writing Techniques that Strengthen the Emotional Experience
15.7.2. UX Design with Neuro-marketing Techniques
15.7.3. Web Pages that Work: Avoiding Confusing and Frustrating Customer Experiences
15.7.4. How Does the Brain Consume Websites
15.7.5. Neuro Design Applied to Digital Marketing

15.8. Neuro-marketing in Online Advertising

15.8.1. Online Advertising and Emotions
15.8.2. Implicit Memory in Digital Advertising
15.8.3. Neuro-marketing as a Tool for Online Advertising

15.9. A New Look at Digital Neuro-marketing

15.9.1. Digital Neuro-marketing: Cognitive Biases
15.9.2. The Human Being We Call "Customer"
15.9.3. Cognitive Biases: a Different Perspective

15.10.Neuromarketing for Researching User Behavior in Social Networks: Practical Application

15.10.1. Real Case: Neuro-marketing Research on Instagram
15.10.2. Definition of Research on Instagram
15.10.3. Tools Used in the Research
15.10.4. Analysis of the Research Results

Module 16. Social Media Intelligence and Growth Marketing applied to Neuro-marketing 

16.1. Growth and its Interaction with Neuro-marketing

16.1.1. Growth Marketing
16.1.2. Growth Neuro-marketing
16.1.3. Meeting Points of Both Spaces

16.2. Neuro Growth Marketing, the Fusion of the Future

16.2.1. Growth Data and Neuro-marketing Analyses
16.2.2. Market Research Under Neuro Growth Parameters
16.2.3. Strategy Development from the Neuro Growth Fusion

16.3. Social Media Intelligence and its Touch Point with Neuro-marketing

16.3.1. Market Analysis with a Transversal Approach
16.3.2. Benchmarking and Neuro-marketing
16.3.3. The Market, Analysis, Data and First Steps of the Strategy

16.4. Growth Marketing Funnel and its KPIs Associated with Neuro-marketing

16.4.1. Traditional Growth Funnel Vs. Neuro Growth Funnel
16.4.2. KPIs Goals and Actionable KPIs of the Strategy
16.4.3. Determination of Objectives and Brand Strategy

16.5. The Strategy and the Purchase Decision Process from a Neuro Growth Approach

16.5.1. Data and Analysis on the Trigger in the Purchase Decision Process
16.5.2. Experience as an Ally in the Strategy
16.5.3. E-Commerce and its Role in the Purchasing Process

16.6. Buyer Persona, its Path in the Buying Process

16.6.1. Researching the Target Consumer from Neuro Growth
16.6.2. Touch Point of the Buyer Persona and the Decision-Making Process in Neuro Growth
16.6.3. Costumer Journey Map, Expectations and Our Value Proposition

16.7. Digital Ecosystem, Brand Presence and Neuro-marketing

16.7.1. Buyer Persona Expectations on Social Networks
16.7.2. Impact Generation Beyond Paid Media
16.7.3. Content Strategy Thinking about the Buyers and their Buying Process

16.8. Content in Social Media from Neuro-marketing

16.8.1. Content and its Role in Buyer's Decision-Making
16.8.2. The Communication Tone and its Influence on Consumer's Decisions
16.8.3. Social Media, Omnichannel and the Experience with my Brand

16.9. Life Time Value. The Long-Term Experience in Neuro Growth

16.9.1. Understanding the Life Cycle of my Customerand the Product
16.9.2. Customer Life Time Value. Experiences as Determining Elements
16.9.3. Neuro Growth and the Optimization of my Customer's Life Time Value

16:10. Web Analytics and Purchase Flow in the Digital Channel

16.10.1. Google Analytics and the Flow of the Purchase Process within the Web
16.10.2. Interpretation and Analysis of the Leakage in the Process Under the Eyes of Neuro Growth
16.10.3. Web Analytics Data, Analysis, Optimizations and Neuro Growth

Module 17. Strategy in Marketing Management 

17.1. Marketing Management

17.1.1. Positioning and Value Creation
17.1.2. Company's Marketing Orientation and Positioning
17.1.3. Strategic Marketing Operational Marketing
17.1.4. Objectives in Marketing Management
17.1.5. Integrated Marketing Communications

17.2. The Function of Strategic Marketing

17.2.1. Main Marketing Strategies
17.2.2. Segmentation, Targeting and Positioning
17.2.3. Managing Strategic Marketing

17.3. Marketing Strategy Dimensions

17.3.1. Necessary Resources and Investments
17.3.2. Fundamentals of Competitive Advantage
17.3.3. The Company’s Competitive Behavior
17.3.4. Focus Marketing

17.4. New Product Strategy Development

17.4.1. Creativity and Innovation in Marketing
17.4.2. Generation and Filtering of Ideas
17.4.3. Commercial Viability Analysis
17.4.4. Development, Market Testing and Commercialization

17.5. Pricing Policies

17.5.1. Short and Long-Term Aims
17.5.2. Types of Pricing
17.5.3. Factors that Affect Pricing

17.6. Promotion and Merchandising Strategies

17.6.1. Advertising Management
17.6.2. Communication and Media Plan
17.6.3. Merchandising as a Marketing Technique
17.6.4. Visual Merchandising

17.7. Distribution, Expansion, and Intermediation Strategies

17.7.1. Outsourcing of Sales Force and Customer Service
17.7.2. Commercial Logistics in Product and Service Sales Management
17.7.3. Sales Cycle Management

17.8. Developing the Marketing Plan

17.8.1. Analysis and Diagnosis
17.8.2. Strategic Decisions
17.8.3. Operational Decisions

Module 18. Neuro-marketing applied to organizational development

18.1. Social Psychology and Conformism in Work Teams. Neuro-marketing Culture

18.1.1. How a good Neuro-marketing culture helps the organization
18.1.2. Identification and Internalization: The Value of Sharing and Involvement
18.1.3. Central and Peripheral Persuasion: Two Paths to the Same Purpose

18.2. Social Cognition and Neuro-marketing

18.2.1. Contextual Influences in Social Environments
18.2.2. Judgment Heuristics in Work Groups
18.2.3. Relationships Between Attitudes, Beliefs and Behavior

18.3. Internal Marketing Communication Processes

18.3.1. Empathy and Humility Are Not in Fashion
18.3.2. Scheduling Vs. Improvise
18.3.3. Affectivity and Effectiveness in Communication Processes

18.4. Cognitive Diversity: Thinking and Reasoning within a Good Organizational Development. The Role of Neuro-marketing Applied to the Internal Customer

18.4.1. The Value of Team Reasoning
18.4.2. The Value of Team Creation
18.4.3. The Value of Team Learning

18.5. Apollo Syndrome: Developing Roles for Team Performance with Internal Neuromarketing Approaches

18.5.1. Development of Neuro-marketing Performance Strategies from Inside the Organization to Outside the Organization
18.5.2. The Value of Looking More Inside to Act Better Outside, Also Inside the Company
18.5.3. Individual Intelligence, Collective Intelligence

18.6. Group Talent, Individual Talents: The Necessary Combination for Good Organizational Development

18.6.1. Balance in the Combination of Effective and Affective
18.6.2. Results Vs. Sales
18.6.3. Efficiency Vs. Efficacy

18.7. Organizations that Learn from Consumers: Activating Teams that are not Self-Righteous

18.7.1. Assuming and Managing Cognitive Dissonance Processes in our Teams
18.7.2. Managing Before and After Decision-Making in the Group
18.7.3. Market Observation and Learning from Mistakes Methodology

18.8. Aspects of Neuro-marketing that Help to Understand the Behavior of Individuals and Work Teams

18.8.1. Managing the 50/50 Rule within the Group
18.8.2. Caring for the Team as the Basis for Caring for Customers
18.8.3. The Value of Empathy in the Technological Age

18.9. Neuro-marketing and Internal Communication

18.9.1. Internal Communication as an Investment and not as an Expense
18.9.2. Knowledge and Self-Esteem within the Customer and Team Listening Process
18.9.3. The Art of Developing an Emotional Team

18.10.Expert knowledge and experiential knowledge, two ingredients to which Neuro-marketing facilitates its development their development

18.10.1. Alignment of Marketing and Internal Communication approaches with Other Areas of the Company
18.10.2. Internal Customer, External Customer: Two Sides of the Same Coin
18.10.3. Limits of Technology and Personal Values Applied in the Management of the Internal Customer

Module 19. Operational Marketing 

19.1. Marketing Mix

19.1.1. The Marketing Value Proposition
19.1.2. Marketing Mix Policies, Strategies, and Tactics
19.1.3. Elements of Marketing Mix
19.1.4. Customer Satisfaction and Marketing Mix

19.2. Product Management

19.2.1. Consumption Distribution and Product Life Cycle
19.2.2. Obsolescence, Expiration, Periodic Campaigns
19.2.3. Order Management and Inventory Control Ratios

19.3. Pricing Principles

19.3.1. Analysis of the environment
19.3.2. Production Costs and Discount Margins
19.3.3. Final Price and Positioning Map

19.4. Distribution Channel Management

19.4.1. Trade Marketing
19.4.2. Distribution Culture and Competition
19.4.3. Designing and Managing Channels
19.4.4. Functions of Distribution Channels
19.4.5. Route to Market

19.5. Promotion and Sales Channels

19.5.1. Corporate Branding
19.5.2. Advertising
19.5.3. Sales Promotion
19.5.4. Public Relations and Personal Selling
19.5.5. Street Marketing

19.6. Branding

19.6.1. Brand Evolution
19.6.2. Creating and Developing a Successful Brand
19.6.3. Brand Equity
19.6.4. Category Management

19.7. Managing Marketing Groups

19.7.1. Work Teams and Meeting Management
19.7.2. Coaching and Team Management
19.7.3. Managing Equality and Diversity

19.8. Communication and Marketing

19.8.1. Communication Integrated into Marketing
19.8.2. Designing a Marketing Communication Program
19.8.3. Communication Skills and Influence
19.8.4. Barriers to Business Communication

Module 20. International Marketing 

20.1. International Market Research

20.1.1. Emerging Markets Marketing
20.1.2. PESTLE Analysis
20.1.3. What, How and Where to Export
20.1.4. International Marketing-Mix Strategies

20.2. International Segmentation

20.2.1. Criteria for Market Segmentation at the International Level
20.2.2. Market Niches
20.2.3. International Segmentation Strategies

20.3. International Positioning

20.3.1. Branding in International Markets
20.3.2. Positioning Strategies in International Markets
20.3.3. Global, Regional and Local Brands

20.4. Product Strategies in International Markets

20.4.1. Product Modification, Adaptation, and Diversification
20.4.2. Global Standardized Products
20.4.3. The Product Portfolio

20.5. Prices and Exports

20.5.1. Export Prices Calculation
20.5.2. Incoterms
20.5.3. International Price Strategy

20.6. Quality in International Marketing

20.6.1. Quality and International Marketing
20.6.2. Standards and Certifications
20.6.3. CE Marking

20.7. International Promotion

20.7.1. The International Promotion MIX
20.7.2. Advertising
20.7.3. International Fairs
20.7.4. Country Branding

20.8. Distribution through International Channels

20.8.1. Channel and Trade Marketing
20.8.2. Export Consortiums
20.8.3. Types of Exports and Foreign Trade

Module 21. Neuro-marketing applied to face-to-face commercial activities, online channel, meetings and negotiations

21.1. Retail Neuro-marketing: Design and Execution of a Fieldwork

21.1.1. Field Work in Retail and Retail Trade in General
21.1.2. Designing the Research and Defining Objectives (Methodology and Context)
21.1.3. Field Work Carried Out and Report Preparation

21.2. Neuro-marketing in Digital Environments: Design and Execution of Fieldwork

21.2.1. Fieldwork Conducted in Digital Environments
21.2.2. Research Design and Definition of Objectives (Methodology and Context)
21.2.3. Field Work Carried Out and Report Preparation

21.3. Neuro-marketing Applied in Institutional Environments, Public Sector and Citizenship. Design and Execution of a Fieldwork

21.3.1. Field Work Conducted in Public Institutional Environments
21.3.2. Research Design and Definition of Objectives (Methodology and Context)
21.3.3. Field Work Carried Out and Report Preparation

21.4. Research with Neuro-marketing in the Tourism Sector

21.4.1. Research in Outbound Tourism Markets
21.4.2. Research in Tourist Destinations (Receiving Markets)
21.4.3. Research in the Professional Channel of Prescribers, Mediators and Wholesalers of the Tourism Sector

21.5. Conversion of Neuro-marketing Research Results into Marketing Actions within the Organization

21.5.1. Differences between Elements and Areas Analyzed
21.5.2. Methodology for Integrating Neuro-marketing results into the Marketing Processes and Actions of the Company
21.5.3. Planning and Systematization of the use of Neuro-marketing Research in the Company

21.6. Neuro-marketing Applied to the Design and Preparation of Effective Business Meetings

21.6.1. Group Dialogue to Achieve Meaningful Meetings
21.6.2. Defining Cognitive Objectives and Inherent Emotional Aspects
21.6.3. The Value of Determining When and How Much

21.7. Neuro-marketing Applied to the Development of Effective Business Meetings

21.7.1. Motivated Attendees: Relevant Emotional Aspects
21.7.2. Attention, Interest, Desire, and Action through Neuro-marketing
21.7.3. Rational Responses and Feelings that Shape a Meeting 

21.8. Neuro-marketing Applied in Sales Management

21.8.1. Building a Neuro-marketing-Driven Sales Culture
21.8.2. Productive Sales Meetings that Equalize, Protect, Mentor, and Empower
21.8.3. Strategies for Selecting Sales Targets Taking into Account What Neuro-marketing Tells Us About Customers

21.9. The Principles of Negotiation in the Light of Neuro-marketing

21.9.1. Negotiation Styles with Flexible Approaches
21.9.2. Listening, Questioning,, Interpreting. What Neuro-marketing Teaches Us
21.9.3. Overcoming Obstacles in Negotiation Processes under the Neuro-marketing Approach

21.10. From Theory to Practice as a Validation Formula for Neuro-marketing

21.10.1. Formats for Converting Data into Operational Marketing Actions
21.10.2. Marketing Responses that Connect with the Consumer's Senses
21.10.3. Neuro-marketing as a Means to Achieve Better Results for Consumers and Business

Gain access to new opportunities in the business world thanks to the Marketing and Neuromarketing skills that you will acquire with this Advanced master’s degree. Enroll now and move your career forward!"