Masterclass

Organizers:

Date:

November 22-25, 2022

Time:

04:00 – 07:00 PM

Fee:

Awg. 675,-

Location:

University of Aruba

Brands and brains

What if you could get inside the mind of your customer? What if you could see the effects of
advertisement exposure on the brain’s neural activity? What if you could learn how and what your
customers feel?

This course explores – among other things – the “why” behind consumer behavior. This
interdisciplinary 12-hour intensive and advanced course is designed to equip you with the
knowledge and skills to thrive in the future of brands and cut-throat hyper-competition. You will
have the opportunity to learn about the basic brain processes in consumer choice, the
importance of predicting the effectiveness of brand meanings by using non-invasive methods for
measuring and mapping brain activity, and how to blend medical knowledge with marketing
savvy.

Bartolomeo Rafael Bialas will discuss fundamental principles of neuroscience, neuromarketing,
consumer psychology and suggest they have the potential to significantly improve leadership,
strategic brand management, advertising effectiveness, production-cost savings, and sales in
your business.

Course overview
1. why are some businesses less or more successful than others?
2. how customers make their buying decisions.
3. how emotions and rationality determine customer behavior.
4. brain activity related to economic value judgments.
5. management and decision-making process.
6. how to navigate environmental uncertainty with agility.
7. how to create sustainable competitive advantage and increase profitability.

Target Group: Managers, Advertising Practitioners, Product/Brand Strategists, Entrepreneurs,
And Scholars.

Bartolomeo Rafael Bialas

Register Here