General information

Subject type: Optional

Coordinator: Monica Juliana Oviedo León

Trimester: Second term

Credits: 6

Teaching staff: 

Jordi Bernal Fiego

Teaching languages

  • Catalan
  • Spanish

Es podran usar fonts d'informació en català, castellà o anglès.


Basic skills
  • B2. That students know how to apply their knowledge to their work or vocation in a professional way and possess the skills that are usually demonstrated through the elaboration and defense of arguments and the resolution of problems within their area of ​​study. .

Specific skills
  • E3. Identify the qualitative and quantitative tools of analysis and diagnosis for market research.

  • E5. Recognize the particularities of marketing activity in sectors of activity with specific characteristics.

  • E6. Synthesize and evaluate marketing strategies for the internationalization of business activity.

General competencies
  • G1. Be able to work in a team, actively participate in tasks and negotiate in the face of dissenting opinions until reaching consensus positions, thus acquiring the ability to learn together with other team members and create new knowledge.

  • G2. Be able to innovate by developing an open attitude to change and be willing to re-evaluate old mental models that limit thinking.

Transversal competences
  • T5. Develop tasks applying the knowledge acquired with flexibility and creativity and adapting them to new contexts and situations.


People make decisions constantly, and even if we are not aware of them, or do not want to acknowledge them, today it is known that most of our decisions are not rational. When people act as consumers, this lack of rationality is clearly reflected in our purchasing decisions.

Neuromarketing, also known as Consumer Neuroscience, is a multidisciplinary science that seeks to deeply understand the motives behind consumers ’irrational responses and decisions, particularly their neurological mechanisms. Neuromarketing especially benefits from the contributions made over the last 25 years in disciplines such as cognitive psychology, behavioral economics (neuroeconomics) and neurophysiology.

The course proposes a clear, simple and understandable introduction to this interesting subject.

Learning outcomes

General learning objectives of the subject

  • Get the student to understand the basics of Neuroeconomics and Neuromarketing
  • Understand the scientific nature of the working methodology of Neuromarketing
  • Arrive to propose and carry out simple experiments to evaluate the rational / non-rational decision-making of consumption in different areas
  • Understand the external and internal factors that influence decision making, particularly purchasing decisions.

Working methodology

Theoretical Sessions

  • Master class: Expository class sessions based on the teacher's explanation attended by all students enrolled in the subject.
  • presentations: Multimedia formats that support face-to-face classes

Guided learning

  • Participatory class: Study of real cases.
  • Debates and forums: Face-to-face or online conversations, according to the objectives that the teacher responsible for the subject pursues. The debates have a start and end date and are energized by the teacher

Autonomous learning

  • Experimental: Development and experimentation of hypotheses to study simple decisions in consumers. Teamwork.
  • This subject has methodological and digital resources to make possible its continuity in non-contact mode in the case of being necessary for reasons related to the Covid-19. In this way, the achievement of the same knowledge and skills that are specified in this teaching plan will be ensured. The Tecnocampus will make available to teachers and students the digital tools needed to carry out the course, as well as guides and recommendations that facilitate adaptation to the non-contact mode.



Summary index of the topics of the subject:

  1. The Scientific Method
  2. Historical background
  3. The Brain
  4. Toolbox: objective measurement systems
  5. Senses and Perception
  6. Attention and Awareness
  7. Emotions and Feelings
  8. Learning and Memory
  9. Decision Making: wanting, pleasing, deciding
  10. Pathological habits of consumption
  11. Neurosegmentation. The gender effect
  12. Experimental work models
  13. Masterclass (Guest Experts)
  14. Experimental Model Development (by teams)

Learning activities

Apart from the individual work of study and research of examples that each student has to do, a very important part of the result of the subject will be supported in the realization of a team work of experimental type, that will allow to apply and check the essential concepts of the subject.

Evaluation system

The final grade of the course will consist of the sum of different activities of continuous assessment:

  1. (SE1 + SE3) Active participation. Case study and search for examples (30%)
  2. (SE2) Simple practical work consisting of designing an experiment to evaluate decision making (40%)
  3. (SE4) Final exam (30%)

To pass, in addition to an average equal to or greater than 5, you must have a 5 in the final exam. Only the final exam is retrievable.



Introduction to Neuromarketing and Consumer Neuroscience. Thomas Zoëga Ramsøy. Kindle Edition (Amazon), 2014

Neuromarketing. Exploring the brain of the consumer. Leon Zurawicki. Springer, 2010

The traps of desire .: How to control the irrational impulses that lead us to error. Dan Ariely. Ariel, 2008. ISBN: 978-84-344-5367-8.

Incognito. The secret lives of the brain. David Eagleman. Anagram, 2011. ISBN: 978-84-339-6351-2