Neurostrategy in Marketing Management

Teaching results

By completing the subject, students gain knowledge about the scientific aspects of strategic management and its core - marketing management with an emphasis on a neuroscientific approach. They will become familiar with the essence and contributions of neuroscience and behavioral theory to strategic and marketing management. They will gain an overview of the essence of neuromanagement and its benefits for management and decision-making. They will become familiar with neuroimaging devices and their use and benefits for strategic management and marketing management. They will gain knowledge about the processes of strategy formulation and its implementation using a neuroscientific approach.
Graduates of the subject will be able to create strategies based on the use of a neuroscientific approach. They will deepen their knowledge of cognition and the importance of understanding it for strategic and marketing management. They understand the scientific platform of neuroscience, neuromanagement and intelligent neural strategies. They will learn to work with the available neuroimaging equipment of the Center for Neuroscience Research and Strategy. They will be able to carry out original research that is interdisciplinary, pushes the boundaries of existing knowledge, generates new scientific knowledge or new process solutions.
After successfully completing the course, students will acquire competencies that will enable them to apply for consulting positions in all types of consulting companies, in managerial positions in consulting companies, as well as in specialized marketing workplaces and in the field of research and higher education. They can model company and marketing strategies with a thorough understanding of managerial behavior and decision-making. They will acquire the ability to use neuroscientific approaches and procedures in the study of marketing managers' decision-making and their team dynamics.