• Neuroscience, Neuroeconomics, Marketing, Neuromarketing, and Neuro-sales.
• Brain, brain networks. The brain as a whole.
• The triune brain. Advantages, and criticism.
• Brain plasticity.
• Brain studies. Introduction to technologies.
• Brain Training.

• Neuroanatomy and Brain Physiology applied to the Business.
• Brain bioelectricity.
• Brain biochemistry. Neurotransmitters and Hormones.
• Perception. The 5 Senses: sight, hearing, smell, taste, and touch.
• Neurotransmitters and Hormones. Brain biochemistry.

• Perception and the senses. Subliminal perception.
• Conscious and Unconscious Processes. Systems I and II by Daniel Kahneman. Bounded rationality: heuristics, biases, priming, and nudge.
• Pre Attentional and attentional processes. Types of care. Step of exogenous endogenous care.
• The reward system.
• Affective processes (Emotions and feelings). Emotional dimensions. Somatic markers.
• Memory processes. Consolidation, storage, recognition, forgetting, and retrieval. Types of memory.
• Information processing and decision making. Stages of decision making.

• Consumer behavior.
• Needs, Desires, Motivation, and Demand for products and services.
• The Consumer Decision-Making Process.
• The Correlation “mind-thought, idea-behavior-action”.
• Buying Behaviors: Influencing Factors.
• Persuasion Techniques.

• Finance.
• Ethics.
• Emotional Intelligence.
• Neuro-coaching for Leadership.

• The senses and sensory experience
• How do different senses work?

• • Sight
  • Smell
  • Touch
  • Taste
  • Hearing

• Which ones are more effective?
• Examples
• Sound and music: origin and perception.
• Music and emotion: musical neurobiology.
• What is the role of music in marketing?
• The influence of musical parameters: physiological, cognitive, and behavioral effects.
• Audio-Branding.
• Outline of a purchasing process.
• Examples of real implantations.

• The Mental Toughness methodology.
• Attentional focus practices.
• Visualization Practices.
• Positive Internal Dialogue Practices.
• Breathing Practices, Progressive Relaxation, and Autogenic Training.

• The logic of Marketing.
• Targeting, market segmentation, and positioning.
• The P’s and C’s of Marketing.
• Branding. Differentiate or die.
• Relationship Marketing.
• Sensory Marketing.

– Neurosales. Neurosales Strategies.

– Sales Channels.

– Sales and Digital Marketing.

• Neurosales applied to distribution. Channel integration.
• Communication with the customer.
• Digital Marketing with the support of Neuromarketing.
•  E-business, E-commerce, Social Networks, and Sales.
• Advertising and PR.
• Omnichannel.

• Presentation and discussion on case studies according to concepts and experience developed throughout the master’s degree.
• Presentation and debate on case studies of success in turbulent and disruptive times, and the Covid crisis, according to concepts and experience developed throughout the master’s degree.

Mentoring and monitoring of the individual work of each student. Suggestions, recommendations, and practical advice.