Increased competitiveness in marketing and branding requires marketing professionals to better understand what consumers think or feel about products and advertising strategies. Recent technological advances opened new insights to obtain valuable information that was previously impossible to collect. Neuromarketing uses neuroimaging technologies to study the brain’s responses to marketing stimuli. In this context, neuromarketing is a complementary scientific approach to analyse and understand the consumers’ behaviour and emotions.
Neuromarketing is a complex, multidisciplinary field that requires knowledge in the fields of brain sciences and neuroscience as well as marketing. Our MSc programme is offering theoretical and practical training in both fields of neuroscience and marketing, with a special focus on Neuromarketing technologies like, EEG and Eye-tracking. Upon completion of this programme, students will be able to perform neuroscientific experiments so as to extract valuable information and develop effective marketing strategies. Furthemore, our students will have a working understanding of key functions of the brain and the body relevant to marketing, and especially to persuasion theory and practice.
Supported by
The MSc in Neuromarketing programme is officially supported by the Neuromarketing Science and Business Association (NMSBA) and the Italian Neuromarketing Association (AINEM).
Special features
Applied Neuroscience Lab
Students have the opportunity familiarise themselves with the latest Neuromarketing technologies like, EEG and Eye-tracking, all within The University of York Europe Campus’ fully equipped Applied Neuroscience Lab.
The Applied Neuroscience Lab is equipped with three electroencephalogram (EEG) headsets (EMOTIV Insight 2.0) to record electrical brain (electrical) activity while people conduct different activities (e.g, resolving a problem, decision-making about products, etc) or are exposed to different stimuli or situation (e.g., brands, products, faces etc).
The lab is also equipped with one of best Eye tracking systems in the field (Tobii Pro Spark), which allows to record different measures of eye movement strategies of people watching visual stimuli, videos, reading text or conducting different tasks in the computer.
Crash Courses
Students at the Postgraduate Level are coming from different educational backgrounds. The Department in order to facilitate their transition offers a series of crash courses so as to make them feel confident before the commencement of the classes.