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ONA L
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S
S
E
F
PRO
ICATE
CERTIF
NEUROMARKETING
MANAGER
UNDERSTAND HOW THE
CONSUMER BRAIN WORKS
BUILD UP POWERFUL
COMPETENCES
ENLARGE YOUR MIND
CREATE IMPACTFUL IDEAS
STAND UP
CONVINCE
SUCCEED
Neuromarketing Manager
Neuromarketing Manager
The Neuromarketing Manager
The scientific
direction
In the digital world successful marketing especially means to engage
consumers and keep up with the pace of change. Developing engagement requires deeper information about the needs of consumers in the
digital environment. Traditional research tools rarely support managers in understanding today’s dynamic consumer behavior.
The HMS Neuromarketing Manager prepares participants
to deal with the digital challenges successfully by learning to adopt
scientific neuromarketing approaches. The underlying neuromarketing
model of the program at HMS received several awards including the
prestigious 2009 “Next Big Thing in Marketing” award by the American
Marketing Association. Participants will learn to scientifically capture,
convince and close in the digital world with new perspectives.
NeuroStrategy/SalesBrain
The program consists of three phases
Phase I 4-day Workshop at HMS in Hamburg (Germany)
Phase II 8-month Online face-to-face classes
Phase III6-month Online face-to-face and occasionally
at HMS Neuro Competence Center Lab
Prof. Dr. Antonio Casals
Who is the program for?
In spring 2014, HMS established a consumer
neuroscience laboratory together with one of
Germany‘s leading Internet marketing providers. The NCC aims at exploring new findings
about digital advertising and communication
with the aid of innovative research methods.
What Neuromarketing
Managers will achieve
The HMS Neuromarketing Manager program aims at developing relevant knowledge and competences about how to solve complex management problems in today’s dynamic media environment with the latest
scientific methods of neuromarketing. The unique program provides
profound theoretical neuromarketing insights and their practical implications – e.g. about emotional branding, engaging story telling or visual
perception mechanisms. Participants will get a certificate for workshop
attendance and a Neuromarketing Manager Certificate for successfully
completing the three program phases.
Prof. Dr. Michael Haller
Prof. Dr. Michael Haller
studied philosophy, social and political science in Freiburg and Basel and worked as an
editor and journalist. Since 1992 he has been
Professor of Media Studies and Journalism
at the University of Leipzig. Today he is head
of the full range Media Research at Hamburg
Media Schoool and is also scientific director of
the Europeen Institute for Practical Journalism and Communication Studies (EIJC) in
Leipzig. His main research areas are editorial
and quality issues as well as audience research
including neuro-reception research.
Dr. Lisa-Charlotte Wolter
studied international marketing and management and sociology in Copenhagen,
Sydney and Hamburg and received her PhD
in business administration. She is head of the
Think Tank Media Management and founder
of the Neuro Competence Center at Hamburg
Media School. Her main areas of research are
brand management, digital strategies and
consumer behavior.
When & where
Timings and schedule are developed to match the time needs of working professionals. Starting with an intense 4-day workshop at HMS.
Followed by face-to-face E-Learning sessions.
Phase I 4–7th Sept. 2015 in Hamburg, Germany.
Phase II starts 21st Sept. 2015
Phase III starts 25th Jan. 2016
Dr. Lisa-Charlotte Wolter
Phase I
Neuromarketing
Workshop
Prof. Dr. Antonio Casals
holds a PhD in Germanic philology and is
Professor of Neuromarketing and Neurostrategy. Casals is CEO of NeuroStrategy, partner
of SalesBrain and a pioneer in Neuromarketing with over 30 years of marketing, sales, and
top management experience. Casals’ passion is The 4-day workshop is a fundamental introto understand and predict clients and consum- duction to Neuromarketing. International
er behavior as well as to develop people’s skills
experts will interactively teach important
in neuromarketing. Leadership is one of the
principles. The fourth day will focus on
strongest qualities of Casals, who is also chair
practical sessions in the Neuro Competence
of the Neuromarketing Science and Business
Center Lab to get an overview of technological
Association (NMSBA) in Spain since 2014. He
applications (e.g. Eye tracking, EEG).
is awarded with the “International Salesman
of the year for Outstanding Sales Performance”
EDS Award for a strategic and multimillion
deal for Barcelona 92 Olympics.
Hamburg Media School (HMS)
Neuro Competence Center (NCC)
The HMS Neuromarketing Manager is an interdisciplinary and integrative program which captures strategic management disciplines of media,
film and communication. It is designed for professionals, students and
researchers from the fields of management, marketing, advertising or
public relations who want to upgrade their knowledge with neuroscientifical approaches.
Program overview
Phase II
Neurostrategy
In 8 months (4 classes à 90 minutes per week)
the Online face-to-face period will deepen
the learnings from the workshop and apply it
to media, entrepreneurship, sales, communication, etc. Furthermore participants will be
taught how to use the new techniques.
Phase II contents:
−−About the brain, marketing and
neuromarketing
−− Research – Measuring the brain reaction – Psychometrics, neurometrics and
biometric tools and methods
−− Metrics, Stand out, Convince and Succeed
with Neuromarketing
−− Neuromarketing process in media and communication and different scenarios
−− Define your business with Neuro­marketing
−− Neurostrategy, SWOT, Business Model and
Osterwalder Canvas
−−The Bowman’s clock, Value Perception
and Price
−− Neuromedia, Neurosocial Marketing
and Neurobranding
−− Neurosales
−− Neuro Tools for Salesforce
−− Human Resources and Neuroskills
−− Neuronegotiation, Neuroleadership. Neuropresentations, Neuroteam, Neurofinance and
Neurocontrol, Neuroentrepreneurship, Your
Neuroskills, Neurocommunication
Phase III
Neurostrategy
final Project
The Online face-to-face and occasionally
face-to-face period (at NCC lab in Hamburg)
will contain individualized counseling and
tutorials, delivered by professors. Participants
may use remote laboratory capacities, always
with supervision of a professor.
Procedure:
Phase III starts 3 months before Phase II ends
and starts with project definition and case
selection. Once approved by the academic
director, the participant starts the research
and preparation with the necessary professor’s
advice. The total period will last 6 months.
Academic tribunal:
A specific professor’s tribunal will be nominated to review and evaluate the project delivery
presentation. It will take place Online face-toface 12 months after beginning of Phase II and
will take 1 hour for every participant.
Certificate:
The certificate as Neuromarketing Manager
signed by NeuroStrategy/SalesBrain and Hamburg Media School will be delivered to those
who successful achieved Phase III.
“Millions of dollars are poured each year into developing products that will never see the light of day.
Countless campaigns fail to attract consumer attention and successfully impact our memory banks.
Ignoring neuroimaging as a way to understand consumer behavior would be as absurd as astronomers
refusing to use electronic telescopes.
Neuromarketing promotes the value of looking at
consumer behavior from a brain perspective.”
(Morin, C. 2011)
Dr. Christophe Morin, a teacher in the program, earned his PhD in Media Psychology
at Fielding Graduate University (FGU). He recently joined the faculty of FGU to teach a
Masters/PhD course he created called “The Psychology of Neuromarketing”. He is co-founder
of SalesBrain, the World’s first neuromarketing agency. SalesBrain was awarded in 2011 & 2014
by the Advertising Research Foundation (ARF) with the “Innovation in Research Award”.
Conditions
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Neuromarketing Manager
(complete program: Phase I–III)
Early Bird Rate: 4,410 € (plus VAT)
Regular Rate: 4,900 € (plus VAT)
Phase I – Neuromarketing Workshop
(4 days at HMS): 2,800 € (plus VAT)
Phase II–III – Neurostrategy (11 months)
Early Bird Rate: 2,340 € (plus VAT)
Regular Rate: 2,600 € (plus VAT)
For further information or registration contact:
Dr. Lisa Charlotte Wolter
Hamburg Media School
Finkenau 35
22081 Hamburg, Germany
Phone: +49 40 413468-32
E-Mail: [email protected]
Web: www.hamburgmediaschool.com
Prof. Dr. Antonio Casals
NeuroStrategy
Abat Escarré, 28, piso 4, puerta 3
08830 Sant Boi de Llobregat
Barcelona
Phone: +34 629 448 070
E-Mail: [email protected]
Web: www.salesbrain.com