The program adopts a practical and interdisciplinary approach that combines:

• Interactive online lectures
• International case studies
• Masterclasses led by industry experts
• Experiential laboratory activities
• A final project work

The integration of theoretical teaching, practical applications, and interaction with international experts enables participants to develop skills that can be immediately applied in professional contexts.

Learning assessment is carried out through periodic assessments aimed at monitoring participants’ learning progress and fostering the integration of theory and practical application.

The Master’s program is structured into six learning modules:

• Module 1 – Foundations of Consumer Neuroscience (15 hours)
• Module 2 – Brain, Emotion and Decision Making (15 hours)
• Module 3 – Neuromarketing Methods and Research Design (20 hours)
• Module 4 – Neurobranding, Communication and Advertising (15 hours)
• Module 5 – Digital Consumer Experience and Customer Behavior (15 hours)
• Module 6 – Applied Neuromarketing and Business Applications (10 hours)

Workshop at the IULM Neuromarketing Research Center (3 Days On Campus)
The program includes an intensive three-day in-person laboratory session at the Behavior & Brain Lab IULM, during which participants will have the opportunity to:

• Observe and use neuroscientific analysis tools
• Participate in experimental research simulations
• Design and analyze neuromarketing studies
• Interpret biometric and neurophysiological data
• Work on real case studies

Alternative Experience for International Participants
For international participants who are unable to attend the in-person session, an alternative online experiential pathway will be provided, designed to offer an equivalent level of practical learning.
The program will include:

• Virtual laboratory sessions with demonstrations of neuroscientific tools
• Guided analysis of datasets from real neuromarketing studies
• Simulations for designing neuroscientific experiments
• Discussion of international applied case studies
• Project work supervised by the research center faculty

This format will enable international participants to acquire operational and methodological skills remotely as well, ensuring a comprehensive learning experience.

Final Project Work (10 Hours)
The Master concludes with the development of an applied project work, in which participants will create an analysis project or a neuromarketing strategy applied to a real-world case, such as:

• The neuroscientific analysis of an advertising campaign
• The study of the user experience of a digital platform
• The evaluation of brand packaging or communication
• The design of a neuromarketing research study
  

The project will be presented and discussed before the Master’s faculty.

Program Structure
The program includes a total of 100 teaching hours, structured as follows:

• 76 hours online: two weekly live-streaming sessions on Tuesdays and Wednesdays from 6:00 PM to 8:30 PM
• 24 hours in person: three intensive laboratory days on campus.