Innovation with brain-pleasing marketing (2235.YR.015237.1)

General information

Type:	OPT	Curs:	2	Period:	S semester
ECTS Credits:	1.5 ECTS

Teaching Staff:

Group	Teacher	Department	Language
Year 2	Lluis Martínez Ribes	Marketing	ENG

Nothing special, since participants are enrolled in the MBA and hence they have the required profile.

Nothing special, since participants are enrolled in the MBA and hence they have the required profile.

This course consists of three consecutive steps:
1. Pre-work to be done before the sessions: this includes readings and videos. Also 2 quizzes to validate the acquired knowledge.
2. Face-to-face Workshop (two sessions, 10 hours in total).
3. A group project that starts and almost ends during the workshop. It must be delivered no later than 15 days, counting from the date of the end of the workshop.

PRE-WORK
There are four important assignments to be done before the first workshop session:

1. Answer to the following question:
What is my main ?hot potato' (a worry / challenge) related to my marketing or sales business practice?
Send the answer by e-mail to lluis.martinezribes@esade.edu three days before the first workshop session.
With the answers we will adapt the agenda of the course.

2. Watch the video of Simon Sinek's TED Talk about how great leaders inspire action. Although it was originally applied to leadership, in this case it will be applied to marketing. https://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action

3. Read the following articles:
What purchasing is about?:
https://spark.adobe.com/page/Z2YAQizl4lQQS/
Without context we are myopic:
https://spark.adobe.com/page/8OlCKCShIIQYQ/

4. Take the 2 quizzes related to each reading before the first workshop session. The quizzes will be found in Moodle. It shows that the participant knows the content, so everyone in the workshop will be co-learner, rather than ?passive student'.

This course-workshop aims to transform and to empower participants by letting them experience neuroscience-based Brain-pleasing Marketing methods.
This is the type of marketing that best suits managers who want to attract customers to their relevant business transformation projects.

This course-workshop aims to empower you by knowing how to use neuroscience-based marketing methods to draw their attention and win their preference, specially in innovation processes.

Upon successful completion of this course-workshop, participants will have gained these competencies:
1. Proficiency in utilising cutting-edge methodologies, primarily grounded in neuroscience, to achieve customer preference.
2. Insights into leveraging this next-generation marketing as a catalyst for the successful execution of an innovation project.

1. How the brain makes purchasing decisions. Practical implications.

2. Understanding customers and consumers, their main 'life-related pain' and context. Life-related pain is a crucial part of the neuroscience approach, that will be explained and practiced during the workshop.

3. How to create their preference towards the brand, product, service, ideas, etc. And keep it sustainable over time. It can also be applied to your personal marketing (e.g. hire me, promote me, etc.)

4. How to shape brain-pleasing solutions (products / services / customer experiences / presentations).

5. How to be felt as different: the 'city' of emotions.

6. Effective brain-pleasing communication and persuasion methods

This course is really a workshop, and based on the flipped learning method.

Part of the 'theory' is learnt before the group sessions with the resources located at Moodle and later on this syllabus.
This allows the group sessions to become a workshop place ?where every group will face an innovation challenge using brain-pleasing marketing methods.
In this way participants will learn the methods by practising them. ?It will be "learning by doing? or, said differently, "learning by sweating?.

The methods will be experienced face-to-face in small groups.

We have prepared this workshop to ensure that it will be an immersive learning experience, with full intensity and engagement.
This workshop will be an enjoyable place to learn and interact: scientific rigour and fun can coexist!

This is the most recommended book to start with
Kahneman, D., 2011. Thinking, fast and slow. New York: Farrar, Straus and Giroux.

Group	Teacher	Department
Year 2	Lluis Martínez Ribes	Marketing