Frontiers in Marketing: Neuromarketing - a new user's guide

In this series, RSM offers four state-of-the-art masterclasses designed to disseminate cutting edge research and ideas about topical marketing concepts.

Each masterclass will blend theory and practical insight about a topical marketing issue, as our world-class faculty teams up with leading practitioners to deliver a series of unique evening masterclasses. These sessions will not only broaden your knowledge on the latest developments in marketing, they will also serve as an opportunity you to share your experiences and network.

Neuromarketing - a new user's guide | Tuesday 3 May 2016

Programme

18:15 Registration and light dinner

19:00 Session

20:30 Networking drinks and snacks

Academic speaker: Dr Maarten Boksem, Associate Professor of Marketing Management, RSM
Practitioner speaker: Martin de Munnik, Chief Commercial Officer, Neurensics

This session presents the basics of neuromarketing, an exciting new marketing development. Its purpose is to understand the neurobiological mechanisms underlying customer responses to marketing actions to better predict customer behaviour. For example, it can help to pinpoint the most attention-grabbing or memorable part of a commercial. It’s an important addition to traditional marketing tools because of its potential to reveal information about customer preferences and reactions to marketing actions that other techniques cannot provide, and the application of neuroimaging and psychophysical techniques in marketing has surged recently. However, most marketers are not trained in these techniques and so find it difficult to use these methods. In this session we will try to rectify this by giving you an overview of the current body of knowledge in consumer neuroscience and neuromarketing, and illustrate how it can be used in practice.

Click here for an overview of all the sessions.

Registration

Please use the online registration form to register for the sessions individually, or for all.

Cost: €35 per session

The price of the ticket includes light dinner prior to the session and a reception afterwards.  If you register for all sessions, one session will be free of charge. Full-time MBA students of RSM are entitled to a discount, please contact us for your personal discount code. Places are limited and seats are available on a first-come, first-served basis.