BY DAVIDE RIGONI. Founder of ICense and Professor of Neuromarketing at Hult International Business School.
In this blog post I outline 5 very good reasons for applying for the Master in Neuromarketing Consultancy, organized by ICense in collaboration with the Belgian-Italian Chamber of Commerce (Brussels) and the Centro Universitario Internazionale (Milano).
#1: THIS MASTER PREPARES YOU FOR THE ACTUAL BUSINESS WORLD
As reported a few years ago by McKinsey & Co, almost 60% of worldwide employers believe that academic education does not adequately prepare for the work environment.
In other words, more than half of the employers feel that individuals who completed an academic educational program lack the skills and the know-how to operate effectively in companies and organizations.
We agree that explaining theories and delivering knowledge is not enough and therefore the program of the Master in Neuromarketing Consultancy is designed and carried out with a learn-by-doing vision.
Our objective is to provide a continuous learning environment that will deliver the know-how to successfully apply psychology and neuroscience to the marketing mix.
This is way the teaching staff includes both academic and business professionals who won’t just guide you through the most recent discoveries in consumer neuroscience, but who will also challenge you with practical assignments on real neuromarketing cases and let you experience first-hand the neuromarketing toolbox (eye-tracking, emotion readers, wearable sensors, ...).
Learning and professional enrichment will be inevitable!
#2: A GREAT OPPORTUNITY FOR NETWORKING WITH PROFESSIONAL NEUROMARKETERS
“Networking is the No. 1 unwritten rule of success in business.”
Sallie Krawcheck, CEO and co-founder of Ellevest.
Everybody is well acquainted with the notion that a successful career does not come from social and professional isolation.
One important mission of the Master in Neuromarketing Consultancy is to stimulate networking opportunities among the participants (and the speakers) and to create a community of neuromarketing professionals.
Most of the assignments and case studies are carried out collectively in small groups and are designed to encourage active collaborations among the participants.
From our experience during the past editions of the master, this arrangement offers a great opportunity to get involved with other marketing and management practitioners and build valuable and long-term professional relationships.
On top of that, post-session drinks and a social dinner at the end of the master are proposed to encourage and enable the networking process in a more informal manner!
#3: A FOCUS ON INDIVIDUAL BUSINESS PROJECt
We think the best way to learn anything is by…doing it!
An important element of the Master in Neuromarketing Consultancy is the development of one’s own business project.
From day 1, you will be encouraged to reflect about how neuromarketing can be beneficial for your business and we will help you evaluating and fine-tuning your own ideas.
Through the guidance of the teaching staff, you will explore the different ways neuromarketing can be applied to your own professional domain - e.g. optimizing the pricing strategies of a product or a service, improving the UX of a website, testing the impact of an advertisement, understanding how customers actually feel, designing a brain-proof marketing communication.
This will be a unique opportunity to start implementing neuromarketing to your own business under the supervision of neuromarketing experts.
#4: NEUROMARKETING AND TRADITIONAL MARKETING: AN INTEGRATED APPROACH
Neuromarketing is too often presented in contrast to traditional marketing and market research.
We actually think that neuromarketing and traditional marketing complements each other.
While neuromarketing methods can, in specific situations, offer invaluable consumer insights that traditional tools cannot provide – because of different reasons such as social desirability biases, strategic answering and people’s inability to report on unconscious processes – we are also convinced that neuromarketing can (and should) be combined with other approaches.
In the case studies we present during the Master in Neuromarketing Consultancy, you will learn how neuromarketing concepts and techniques can complement marketing surveys, qualitative interviews, and focus groups.
We strongly believe that integrating the different methods make your analysis more accurate and ultimately will improve your marketing strategy.
For an interesting view on the increased predictive accuracy of combining the different methods, click here.
#5: TAILORED TO YOUR SPECIFIC NEEDS
The program of the master is designed to deliver the most useful and concrete learning experience for each applicant participant.
This is one of the reasons why the number of participants is limited!
While the core of the learning program remains loyal to our vision, each edition of the master is adjusted to your specific needs.
This means that the guest speakers, the specific topics of the lectures and the content of the assignments are tailored to the audience.
This is definitely extra work for us – copy-paste is way easier and faster! – but we are committed to ensure that the participants to the master will learn something that they really need.