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
An interesting training session that would have benefited from more practical case studies, given the group members’ marketing skills and knowledge. Everyone already had a fair amount of marketing knowledge, so it would have been a real bonus to have a group case study that would have allowed us to translate the theoretical lessons into practical thinking and action. Our facilitator was very kind and friendly; in my view, however, her facilitation lacked a bit of dynamism, especially in a remote
ROXANE D.
11/06/26
4 / 5
It is a very comprehensive and up-to-date course. It provides an understanding of customer behaviour and offers practical tips on how to win them over, connect with them and communicate effectively. However, I would point out that, in my view, it requires a degree of objectivity, particularly regarding the use of cognitive biases, which must be applied in a measured and context-appropriate manner.
FLORENCE A.
11/06/26
4 / 5
An interesting and enriching training course on a complex subject. The theoretical content was of a high standard. Given the diversity of the sectors represented, more practical exercises or concrete examples tailored to our professional contexts would have helped to reinforce the concepts and made it easier to apply them in our day-to-day work.
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.
This programme is an original creation, developed by the teaching teams at ORSYS Formation. Any reproduction, representation, adaptation or use, in whole or in part, without the prior written authorisation of ORSYS, is strictly prohibited. ORSYS reserves the right to take any action necessary to protect its intellectual property rights.
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Remote class
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Date garantie en présentiel ou à distance
Session garantie
This programme is an original creation, developed by the teaching teams at ORSYS Formation. Any reproduction, representation, adaptation or use, in whole or in part, without the prior written authorisation of ORSYS, is strictly prohibited. ORSYS reserves the right to take any action necessary to protect its intellectual property rights.