Course : Neuromarketing, rethinking strategy and optimizing performance
Practical course - 2d
- 14h - Ref. OMM
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 | Understanding the psychological mechanisms of marketing |
| Deciphering consumer behavior |
| Identify the contributions and challenges of neuroscience to marketing |
| Turning customers into consumers with neuromarketing |
| Integrating neuroscience into your marketing strategy |
Intended audience
Marketing managers, innovation managers, research managers, group managers, product assistants and managers, sales directors and managers.
Prerequisites
Marketing knowledge or current practice
Practical details
Hands-on work
Case studies, self-diagnosis, exercises on fun tools, Klaxoon test, experience sharing, workshops, personalized reflection.
Teaching methods
Active pedagogy based on exchanges, evaluation throughout the course and fun learning using Apps, Klaxoon and participants' own business cases.
Course schedule
1 Deciphering how the brain works
- Brain self-diagnosis.
- Brain structures and organization.
- Cerebral, retinal, emotional and sensory mechanisms.
- The contributions and challenges of neuroscience.
- Multiple intelligences.
- Neurological referrals.
Hands-on work
Cerebral self-diagnosis. Case studies on your own brain function.
2 Identifying the challenges of neuroscience in marketing
- From neuroscience to neuromarketing: scope and limits.
- Cerebral stimuli.
- Tools for measuring brain activity: fMRI, EEG, eye tracking, etc.
- Memorization and memory augmented reality.
- Consumer habits and [[behavioral memory]".
- Cognitive biases: anchoring, framing, temporal limits, storytelling and anecdotization...
- Synchronizing conscious and unconscious networks.
Hands-on work
Workshop: creation of a Mind Map on neuromarketing applicable to your company.
3 Transforming customers into consumers with neuroscience
- Customer motivations and profiles.
- The impact of customer profile on product perception.
- Knowledge and "prediction" of consumer behavior.
- Factors triggering the purchase decision.
- Neuromarketing and ethics.
Hands-on work
Training "Reflex Mobile": educational game based on the customer journey. Work on participants' business cases.
4 Mastering the levers of cerebral influence
- The consumer's ego.
- Contrasts: workplan design.
- Message transmission.
- Word locations.
- The visual.
- Emotions.
Hands-on work
Color schemes in advertising. Design and launch of real content or emailing.
5 Integrating neuromarketing into your strategy
- New product development.
- Hyperpersonalization, or how to segment customers in the age of Big Data.
- Marketing campaigns.
- Advertising targeting and personalization.
- Point-of-sale optimization.
Hands-on work
Workshop: using mind maps to define a strategy.
Customer reviews
3,8 / 5
Customer reviews are based on end-of-course evaluations. The score is calculated from all evaluations within the past year. Only reviews with a textual comment are displayed.
SOPHIE M.
11/06/26
4 / 5
Une formation intéressante qui aurait mérité davantage de cas pratique au regard des compétences et connaissance marketing des membres du groupe. Chacun avait déjà pas mal de connaissance marketing, ça aurait été vraiment un plus d’avoir une étude de cas collective permettant de transposer les enseignements théoriques en réflexion concrète et action.Notre animatrice était très gentille et sympathique; son animation manquait à mon sens un peu de dynamisme, surtout en distanciel. Icebreaker +
ROXANE D.
11/06/26
4 / 5
C’est une formation très complète et actuelle. Elle apporte une compréhension du comportement du client et transmet des recettes pour le séduire, le toucher et lui parler. Attention toutefois que pour moi elle demande du recul, notamment sur l’utilisation des biais, qui doivent rester mesurés et contextualisés.
FLORENCE A.
11/06/26
4 / 5
Formation intéressante et enrichissante sur un sujet complexe. Les apports théoriques étaient de qualité. Au regard de la diversité des secteurs représentés, davantage de mises en pratique ou d’exemples concrets adaptés à nos contextes professionnels auraient permis de mieux ancrer les concepts et de faciliter leur application au quotidien.
Publication date : 03/15/2024
PARTICIPANTS
Marketing managers, innovation managers, research managers, group managers, product assistants and managers, sales directors and managers.
PREREQUISITES
Marketing knowledge or current practice
TRAINER QUALIFICATIONS
The experts leading the training are specialists in the covered subjects. They have been approved by our instructional teams for both their professional knowledge and their teaching ability, for each course they teach. They have at least five to ten years of experience in their field and hold (or have held) decision-making positions in companies.
ASSESSMENT TERMS
The trainer evaluates each participant’s academic progress throughout the training using multiple choice, scenarios, hands-on work and more.
Participants also complete a placement test before and after the course to measure the skills they’ve developed.
TERMS AND DEADLINES
Registration must be completed 24 hours before the start of the training.
ACCESSIBILITY FOR PEOPLE WITH DISABILITIES
Do you need special accessibility accommodations? Contact Mrs. Fosse, Disability Manager, at psh-accueil@orsys.fr to review your request and its feasibility.
Marketing managers, innovation managers, research managers, group managers, product assistants and managers, sales directors and managers.
PREREQUISITES
Marketing knowledge or current practice
TRAINER QUALIFICATIONS
The experts leading the training are specialists in the covered subjects. They have been approved by our instructional teams for both their professional knowledge and their teaching ability, for each course they teach. They have at least five to ten years of experience in their field and hold (or have held) decision-making positions in companies.
ASSESSMENT TERMS
The trainer evaluates each participant’s academic progress throughout the training using multiple choice, scenarios, hands-on work and more.
Participants also complete a placement test before and after the course to measure the skills they’ve developed.
TEACHING AIDS AND TECHNICAL RESOURCES
• The main teaching aids and instructional methods used in the training are audiovisual aids, documentation and course material, hands-on application exercises and corrected exercises for practical training courses, case studies and coverage of real cases for training seminars.
• At the end of each course or seminar, ORSYS provides participants with a course evaluation questionnaire that is analysed by our instructional teams.
• A check-in sheet for each half-day of attendance is provided at the end of the training, along with a course completion certificate if the trainee attended the entire session.
• The main teaching aids and instructional methods used in the training are audiovisual aids, documentation and course material, hands-on application exercises and corrected exercises for practical training courses, case studies and coverage of real cases for training seminars.
• At the end of each course or seminar, ORSYS provides participants with a course evaluation questionnaire that is analysed by our instructional teams.
• A check-in sheet for each half-day of attendance is provided at the end of the training, along with a course completion certificate if the trainee attended the entire session.
TERMS AND DEADLINES
Registration must be completed 24 hours before the start of the training.
ACCESSIBILITY FOR PEOPLE WITH DISABILITIES
Do you need special accessibility accommodations? Contact Mrs. Fosse, Disability Manager, at psh-accueil@orsys.fr to review your request and its feasibility.
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