Postgrado de Experto Universitario en Comportamiento del Consumidor - Online

Program Overview

This online program explores the psychological, neurological, and social factors influencing consumer behavior and brand perception. Through advanced neuromarketing and consumer psychosociology techniques, students gain insights into consumer needs and develop innovative marketing strategies to influence purchasing decisions and achieve business objectives.

Program Outline

Degree Overview:

The Postgrado de Experto Universitario en Comportamiento del Consumidor is a practical online program that delves into the psychological, neurological, and social processes that influence purchasing decisions and brand perception. It covers advanced techniques in neuromarketing, psychology, and sociology, equipping students with tools to influence consumers and achieve business objectives. The program aims to teach students how to conduct market research and develop disruptive and differentiated marketing plans based on a comprehensive understanding of the human brain and consumer behavior. By gaining in-depth knowledge of consumer needs, students can create solutions, products, and services that guarantee success and develop effective marketing strategies by implementing the best influence techniques, crafting messages that capture attention, and eliciting desired responses.

Outline:

The program is structured into two blocks: neuromarketing and consumer psychosociology.

Neuromarketing Block:

• Explores the workings of the human brain and the cognitive processes that determine consumer behavior.
• Teaches advanced techniques for analyzing neural activity and applying the results in marketing practice.

Consumer Psychosociology Block:

• Uncovers the psychological and social processes that influence purchasing decisions, ranging from motivation and perception to attitude, personality, and the influence of opinion leaders.

Modules:

• Module 1: From Marketing to Neuromarketing: Evolution of marketing, change and marketing, neuroscience and neuroimaging techniques, neuroeconomics.
• Module 2: The Human Brain: The human brain, mirror neurons and empathy, decision-making.
• Module 3: Cognitive Processes: Cognitive processes and emotions, emotions.
• Module 4: Practical Applications: Marketing mix, sensory marketing, neuroethics, qualitative market research, message and clarity.
• Module 5: Studying Consumer Behavior: Introduction to consumer behavior.
• Module 7: Perception: Perception: concepts, exposure and attention, interpretation, perceived quality.
• Module 8: Motivation: Motivation.
• Module 9: Learning, Attitude, and Personality: Learning and memory, attitudes, personality and lifestyles.
• Module 10: Culture, Social Groups, and Opinion Leaders: Social groups, family, social class, culture, cultural creation and diffusion, opinion leaders.

Teaching:

• Flexible Online Learning: Students can access the program anytime, anywhere.
• Interactive Content: The program features practical and interactive content.
• Optional Masterclasses: Students can attend optional online masterclasses to learn from experts.
• Expert Faculty: The program is taught by active professionals who bring the latest trends and methodologies to the classroom.
• Personal Tutor: Students receive personalized guidance and support from a dedicated tutor throughout the program.
• Professional Practices: Students can inquire about practice agreements and participate in programs at their chosen companies.
• Harvard Business Publishing Education Collaboration: The program includes two Harvard courses:
• Customer Focus Course:
Teaches how to use customer knowledge to deliver value, increase profitability, and build a customer-centric organization.
• Marketing Fundamentals Course: Covers the factors influencing purchases, how to conduct customer research, and how to create an effective marketing strategy.
• Harvard Certifications and Digital Badges: Upon completion of the Harvard courses, students receive personalized certificates and digital badges.
• Masterclass Speakers: The program features masterclasses with renowned professionals from leading companies, including:
• CEO of Metricool
• Juan Pablo Tejela, one of the 100 best Spanish entrepreneurs of 2022
• Director of Public Relations and Business Development at MARCO
• Digital Strategy Manager at /Boost
• Digital Marketing Specialist at Bosch, Siemens, and Balay
• Professional player and sports director at Movistar Riders
• Founder of Arigato Agency
• Chief Brand Officer at Clínicas ClearDent
• Founder and CEO of Mazinn
• Cofounder of Metaworlds and Marketing Lead at Tacter

Target Audience:

• Graduates seeking to enhance their understanding and practical application of neuromarketing, sociology, and consumer psychosociology.
• Active professionals looking to expand their knowledge of market research techniques, marketing, product development, business, and sales.
• Any professional involved in marketing and sales.