A program that focuses on the necessary alliance between Psychology and Neuromarketing through the establishment of strategies that bring them together to carry out successful commercial projects” 

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 centre for intensive managerial skills training.   

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 combines 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 trained 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 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 method (a postgraduate learning methodology with the highest international rating) with the Case Study. A complex balance between tradition and state-of-the-art, within the context of the most demanding academic itinerary.  

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 studies in the academic community”

TECH is aware that a face-to-face academic experience with a series of restricted schedules is a difficulty that prevents many professionals from specializing in their areas of interest. For this reason, the entire range of programs offered by this university is presented in a convenient and accessible 100% online format, thanks to which the graduate can design their own study plan. And it not only allows you to connect whenever you want, but from wherever you want, thanks to the compatibility of its Virtual Campus with any device with Internet connection, whether tablet, PC or mobile. 

The 450 hours of diverse content in this program will be hosted on a state-of-the-art Virtual Campus that you can access from any device with an Internet connection”    

Syllabus

The design of the syllabus of this Postgraduate diploma in Neuromarketing and Consumer Psychology has been designed, as it could not be otherwise, by the teaching team, which has worked intensively for months to shape a syllabus at the level of the best academic experience in the current market. Thanks to this, the graduate will be able to work conscientiously in their specialization with the guarantee of having the most exhaustive and innovative information in the sector.  

They will have access to 450 hours of multidisciplinary material in which, in addition to the theoretical content, they will find: detailed videos, research articles, complementary readings, dynamic summaries of each unit, self-knowledge exercises and much more material. This will allow you to expand each section in a personalized way, adapting the academic experience to your demands and needs.  

In addition, you will have case studies based on real business situations, which will allow you to work on perfecting your competencies for effective decision making, taking into account the cognitive component of the client, as well as the consumption patterns and trends that are dominating the current market. All this will allow you to considerably increase the quality of your professional profile, raising your talent to the maximum and increasing your chances of obtaining a prestigious position in the business context in which you work. 

This Postgraduate diploma takes place over 6 months and is divided into 3 modules: 

Esta Postgraduate diploma se desarrolla a lo largo de 6 meses y se divide en 3 módulos: 

Module 1. Implementation of Neuromarketing in the company: a path of no return
Module 2. Psychology applied to the practice of Neuromarketing
Module 3. Consumer Psychology: impact of memory and personality on the buying process

Where, When and How is it Taught?

TECH offers the possibility of developing this Postgraduate diploma in Neuromarketing and Consumer Psychology completely online. During the 6 months of the specialization, students will be able to access all the contents of this program at any time, which will allow them to self-manage their study time. 

Module 1. Implementation of Neuromarketing in the Company: A Path of No Return

1.1. The Neuromarketing Discipline

1.1.1. Perimeter of Neuromarketing: Identify and Implement
1.1.2. Neuroscience Applied to Marketing
1.1.3. Areas of Application of Neuromarketing Actions

1.2. Coherence Between Marketing Strategy and Neuromarketing Actions

1.2.1. Neuromarketing in the Strategy as a Principle of the Action Process
1.2.2. Analysis of the Internal and External Context of the Company from the Neuromarketing Perspective
1.2.3. The Implementation of a Neuromarketing Strategic Plan

1.3. Definition of Objectives, Measurement of Results and Connection with Customers with a Neuromarketing Vision

1.3.1. The Objectives of the Neuromarketing Plan
1.3.2. Measuring Results and their Application to the Brand
1.3.3. Consumers' Needs as the Basis for their Emotional Connection with the Brand

1.4. Consumer Behavior and Psychology

1.4.1. Consumer Markets and Consumer Buying Behavior
1.4.2. The Purchase Decision Process in the Physical Channel
1.4.3. The Purchase Decision Process in the Online Channel

1.5. The Power of Emotions in Consumer Behavior

1.5.1. Emotions and their Role in Purchasing Decisions
1.5.2. Marketing of Feelings. The Activation of the Five Senses
1.5.3. Experience as the Sixth Sense

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

1.6.1. Innovation in the Communication Mix taking Neuromarketing into Account
1.6.2. Excellence at the Physical Point of Sale
1.6.3. Excellence in Digital Channels

1.7. The Creation of Brand Value that Connects with Emotions

1.7.1. Research Strategies to Identify Consumer Attraction Stimuli
1.7.2. Definition of the Brand Value Proposition Supported by Scientific Data
1.7.3. Limitations of Neuromarketing According to Physical and Online Channels

1.8. Transformation of Market Research from Neuromarketing

1.8.1. Types of Neuromarketing Actions Based on the Marketing Plan
1.8.2. Combination of Qualitative and Quantitative methods in the Neuromarketing Action Plan
1.8.3. Exploratory Work in Laboratories and Field Work

1.9. Branding and Neuromarketing. Successful Alliance

1.9.1. Neuromarketing at the Service of the Creation of Strong Brands
1.9.2. Points of Parity and Points of Difference: When Selling More Is the Consequence
1.9.3. Target-Market Selection: How Neuromarketing Helps Us

1.10. Ethics in Neuromarketing

1.10.1. Ethical Principles of Neuromarketing as a Market Research Technique
1.10.2. Advantages and Disadvantages of the Implementation of Neuromarketing Techniques
1.10.3. Challenges of Neuromarketing in the Medium and Long Term

Module 2. Psychology Applied to the Practice of Neuromarketing

2.1. Psychology and Neuromarketing: a Necessary Alliance 

2.1.1. Consumer Psychology 
2.1.2. Research in Psychology applied to Neuromarketing 
2.1.3. The Psychology of Essential Processes applied to Neuromarketing 

2.2. Sensations and Perceptions in the Purchase Decision Processes 

2.2.1. The Laws of Sensations  
2.2.2. Perception Mechanisms 
2.2.3. Attention in Purchase Contexts 

2.3. Cognitive Psychology: How the Consumer Processes Information and its Relationship to Good Neuromarketing Activities 

2.3.1. Cognitive Psychology in Consumer Processes 
2.3.2. Cognitive Science. Modern Currents that Interact the Consumer's Objectives with the Proposals Received as a Target Market
2.3.3. Levels of Analysis of Cognitive Processes 

2.4. Memory and Consciousness: What Consumers Remember and What They Forget 

2.4.1. Memory and Intention 
2.4.2. Memory and Attention 
2.4.3. Automaticity and Memory 

2.5. Cognition and Mental Capacities: Implications in the Consumption Processes

2.5.1. Psychology of Thought, Information Processing in Consumption Contexts 
2.5.2. Biases and Heuristics, How we Cheat Ourselves with the Mind 
2.5.3. Study of the Intelligence Present in Purchase, Use and Consumption Processes 

2.6. Neuromarketing of Communication: Use of Language 

2.6.1. Psychology of Language 
2.6.2. Language Perception and Comprehension Processes 
2.6.3. Language, Thought and Culture. The Power of Words in Neuromarketing 

2.7. Motivation: What Motivates the Consumer 

2.7.1. Motivation 
2.7.2. Maslow's Hierarchy of Needs 
2.7.3. Intrinsic and Extrinsic Motivation 
2.7.4. Social Motives: Achievement, Power, Affiliation 

2.8. Emotions and Feelings in the Consumption Processes 

2.8.1. Communication of Facial Expressions 
2.8.2. From Emotions to Feelings 
2.8.3. Subjective Emotional Experience and Assessment  

2.9. Neuromarketing in the Choice and Decision-Making Processes 

2.9.1. Classical Models of Decision-Making 
2.9.2. Emotion and Decision-Making 
2.9.3. Choice, Impulse and Compulsion to Buy 

2.10. Learning by Conditioning: Implications for Consumption Processes 

2.10.1. Classical Conditioning 
2.10.2. Instrumental or Operant Conditioning 
2.10.3. Applications 

Module 3. Consumer Psychology: Impact of Memory and Personality on the Buying Process

3.1. Psychological Aspects Related to Consumer Behavior

3.1.1. Analysis and Contributions of Psychology to Consumer Behavior
3.1.2. The Psychological Core: Internal Consumer Processes
3.1.3. Consumer Understanding and Behavior

3.2. Personality Theories related to Purchase Behavior

3.2.1. Psychodynamic Theory
3.2.2. Humanistic Theory
3.2.3. Trait Theory
3.2.4. Personality Traits and Consumer Behavior

3.3. Personality and Consumer Behavior

3.3.1. The Consumer as an Individual
3.3.2. Personality Aspects
3.3.3. Personality and Understanding Consumer Behavior

3.4. Psychographics: Values, Personality and Lifestyles. How do They Influence Consumer Behavior?

3.4.1. Values as an Influence on Consumer Behavior
3.4.2. Personality Research Methods
3.4.3. Behavioral Patterns and Lifestyle
3.4.4. Psychographics: Combination of Values, Personalities and Lifestyles

3.5. Memory as an Internal Influence on Consumption Behavior

3.5.1. How the Brain Encodes Information
3.5.2. Memory Systems
3.5.3. Associations: How does the Memory Store Information?
3.5.4. Memory and Retrieval

3.6. The Role of Memory in Consumer Decisions

3.6.1. Evocation of Memories
3.6.2. Memory and Emotion
3.6.3. Memory and Context
3.6.4. Memory and Perceived Purchase Experience

3.7. Consumer Attitude Formation and Attitude Change

3.7.1. Attitudes
3.7.2. Structural Models of Attitudes
3.7.3. Attitude Formation
3.7.4. Attitude Change Strategies

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

3.8.1. Attribution Theory
3.8.2. Sensory Dynamics of Perception
3.8.3. Elements of Perception
3.8.4. Image Formation in the Consumer

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

3.9.1. Helping Behavior
3.9.2. Costs and Benefits
3.9.3. Providing or Requesting Help
3.9.4. The Aid Conduct in the Commercial Sphere

3.10. Consumer Decision-Making

3.10.1. The Cognitive Component of Consumer Decision-Making
3.10.2. Strategic Implications in Consumer Decisions
3.10.3. Purchase Behavior: Beyond the Decision

What mobilizes the consumer? With this Postgraduate diploma you will delve into the keys to their behavior through Maslow's hierarchy of needs, focusing on the best guidelines for intrinsic motivation”