• Date

    Thursday, 22 March 2018

  • Time

    18:00 - 21:00 (GMT +01:00)

  • Location

    Bayle (J) Building, Rotterdam School of Management,Erasmus University ( Rotterdam)

Our 'Frontiers in Marketing' masterclass series brings you the latest insights from our academic research, paired with real-life examples and experiences by expert professionals. 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.

You can look back over an overview of all previous sessions, including the links to the recordings, and look forward to the 2018 series.

Event details

This masterclass takes place on campus at Rotterdam School of Management, Bayle (J) building, Burgemeester Oudlaan 50 and runs according to the following time schedule:

18:00 Registration and buffet dinner

19:00 Masterclass

20:30 Networking drinks

Unlocking the hidden information in the brain: using neuroscience to improve marketing decisions

Academic speaker: Dr Alexander Genevsky, Assistant Professor of Marketing, RSM

Practitioner speaker: Daan de Raaf, Executive Strategy Director, J. Walter Thompson Amsterdam

The use of advanced neuroscientific techniques to ‘get into the mind’ of consumers has been the holy grail of consumer neuroscience. Recent advances in methodology and implementation have made it possible to use information in the brain to improve predictions of individual and market-level behaviour. In this session, we will explore brain-based predictions of market outcomes, and their potential applications for marketing practitioners. Beginning with a quick summary of consumer neuroscience, the first half of the session will then develop the idea of how brain measurements can help improve market predictions. In the second half, we will discuss the relevance of these methods to real-world marketing scenarios.

Registration is now open

 

Broaden your knowledge with our marketing masterclasses
Broaden your knowledge with our marketing masterclasses