Estudia

• 3G- Saber elaborar i defensar arguments i resoldre problemes dins de l'àrea d'estudi, convertint un problema empíric en un objectiu d'investigació i plantejar conclusions
• 4G- Tenir la capacitat de reunir i interpretar dades rellevants per poder emetre judicis que incloguin una reflexió sobre temes rellevants de tipus econòmic, social, científic o ètic
• 5G- Analitzar i adoptar actituds i comportaments ètics i responsables en la pràctica professional
• 2E- Comprendre els processos i les funcionalitats d'un sistema de suport per a la presa de decisions, identificant els diferents conceptes i instruments del màrqueting

1. Module. The Consumer Brain Revolution Why traditional marketing is no longer enough and how neuroscience reveals the hidden drivers of consumer behavior. AI & Business Applications: How Artificial Intelligence is transforming consumer understanding, behavioral prediction and market research.

2. Module. Inside the Decision-Making Brain Discover how conscious and unconscious processes, emotions, instincts and cognition shape every purchase decision. AI & Business Applications: How algorithms influence choices, recommendations and digital decision environments.

3. Module. The Sensory Power of Brands Learn how sight, sound, smell, taste and touch influence perception, create meaning and build memorable brand experiences. AI & Business Applications: AI-generated sensory experiences, synthetic voices, personalized content and immersive brand interactions.

4. Module. Capturing Attention in a Distracted World Explore how the brain filters information, what attracts attention, and how visual merchandising and communication design influence consumer focus. AI & Business Applications: Competing for attention in an AI-curated world of feeds, recommendations and personalized content.

5. Module. Emotion: The Hidden Driver of Choice Understand how emotions shape preferences, brand relationships and purchasing behavior long before logic enters the process. AI & Business Applications: Emotion AI, sentiment analysis and the opportunities and risks of emotional personalization.

6. Module. Memory, Learning and Brand Recall Discover how experiences become memories and how brands create lasting mental availability through emotion, repetition and learning. AI & Business Applications: How AI predicts, reinforces and shapes consumer memory through personalized experiences.

7. Module. From Desire to Decision Examine the neuroscience of motivation, reward, wanting, liking, risk perception and the mechanisms that transform interest into action. AI & Business Applications: Recommendation engines, behavioral nudges and the neuroscience of digital persuasion.

8. Module. Measuring the Consumer Mind Explore the tools and technologies of modern neuromarketing, from eye tracking and facial coding to EEG, biometrics and behavioral analytics. AI & Business Applications: AI-powered consumer analytics and the next generation of behavioral measurement.

9. Module. The Future of Consumer Neuroscience Analyze emerging trends, artificial intelligence, predictive behavior models, ethics and the future evolution of neuromarketing. AI & Business Applications: From predictive marketing to autonomous agents: opportunities, challenges and ethical boundaries.

• Kahneman, Daniel (2011). Thinking, Fast and Slow . New York: Farrar, Straus and Giroux..
• Lindstrom Martin (2010). Buy-ology, Truth and Lies about Why We Buy (2008/2010). New YorK: Random House.
• Ramsoy Thomas, Z.Dr (2015). Introduction to Neuromarketing & Consumer Neuroscience (1st ). Neurons Inc.
• Klaric Jürgen, (2018) (2018). Vende a la mente, no a la gente: Neuroventas. La ciencia de vender más hablando menos. Planeta.
• Zurawicki, Leon (2010). Neuromarketing: Exploring the Brain of the Consumer . Berlin: Springer.
• Aaker, David A. (1996). Building Strong Brands . New York: Free Press..
• Agrawal, Ajay; Gans, Joshua; Goldfarb, Avi (2022). Power and Prediction: The Disruptive Economics of Artificial Intelligence (11th). Boston: Harvard Business Review Press..
• Cialdini, Robert B. (2021). Influence: The Psychology of Persuasion (Revised Edition). New York: Harper Business..
• Kotler, Philip; Kartajaya, Hermawan; Setiawan, Iwan (2021). Marketing 5.0: Technology for Humanity . Hoboken, NJ: Wiley..
• Lindstrom, Martin (2005). Brand Sense: Build Powerful Brands through Touch, Taste, Smell, Sight and Sound . New York: Free Press.

Activitats d'avaluació:

Student performance will be assessed through the aforementioned evaluation elements.

CONTINUOUS REGULAR ASSESSMENT:

Student performance will be assessed through the resolution of cases, exercises, and assignments completed during the semester by:

• Case studies, exercises, completion of practical assignments, and in-class quizzes (100% of the grade).

To pass the continuous regular assessment, a minimum grade of five (5.00) is required in the weighted average of all grades.

SINGLE REGULAR ASSESSMENT:

Student performance will be assessed through the resolution of cases, exercises, and assignments completed during the semester. For this assessment, the student must submit all work in a single document and in a single submission.

To pass the single ordinary assessment, a minimum grade of five (5.00) is required on the final grade of the submitted work.

EXTRAORDINARY ASSESSMENT:

Students who do not pass the continuous ordinary assessment must complete a theoretical-practical project that will be assessed on all course content and will account for 100% of their final grade.

Criteris específics de la nota «No Presentat»:
According to the regulations of the University of Girona:
The qualification of "Not Presented" exhausts the qualification call for the purposes provided for in the regulations for Permanence and progression in undergraduate studies of the University of Girona.

Avaluació única:
A single assessment may be requested for one or more subjects when the interested party believes they cannot undergo continuous assessment due to:

b1. Irresistible work conflicts (external internships are not considered).
b2. Long-term health problems.
b3. Serious family reasons.
b4. Significant academic difficulties preventing them from following the continuous assessment of subjects they have not passed and are enrolled in for the second or subsequent exam period.

Interested students must submit their request through the online registrar's office, attaching the relevant documentation. The deadlines are as follows:
First semester subjects: September 28, 2026
Second semester subjects: February 11, 2027

SINGLE ORDINARY ASSESSMENT:

The student's performance in solving cases, exercises, and assignments completed during the semester will be assessed.

To pass the single ordinary assessment, a minimum grade of 5.00 is required on the final grade of the submitted work.

EXTRAORDINARY ASSESSMENT:

Students who do not pass the continuous ordinary assessment must complete a theoretical-practical project that will be assessed on all course content and will account for 100% of their final grade.

Requisits mínims per aprovar:
Minimum requirements to pass: a grade of at least 5.00 points

The tutorials are presented online synchronously and are carried out at Espai coEUM Despatx de Turisme/empresa c/ Consell de Cent, 143. 08015 Barcelona

Communication and interaction with students is carried out over a period of two years with the possible provisions of the educational structures and normative standards of the school, and the functions of the requirements for the specific situation: classrooms, Moodle, email, video conferencing

CURIOSITY and prior knowledge of fluent English are required.


Soft Skills; Gender Perspective and Sustainable Development Goals

The topics in which the acquisition of social skills (soft skills) has been developed are listed in the Soft Skills Table. The training activities that include a gender perspective and parts of the syllabus of particular relevance to the gender perspective are compiled in the Gender Perspective Table. The topics addressing the Sustainable Development Goals are collected in the corresponding SDG Table.

| # | Soft Skill | Topics |
| -- | ----------------------------------- | -------------- |
| 1 | Resilience | Topics 2, 4, 5 |
| 2 | Critical Thinking | Topics 1–8 |
| 3 | Commitment | Topics 1–7 |
| 4 | Integrity | Topics 1–6 |
| 5 | Empathy | Topics 1–6 |
| 6 | Teamwork | Topics 2–6 |
| 7 | Growth Mindset | Topics 1–7 |
| 8 | Continuous and Independent Learning | Topics 1–9 |
| 9 | Communication | Topics 1–8 |
| 10 | Creativity and Innovation | Topics 2-8 |
| 11 | Data Analysis | Topics 5,6 |
| 12 | Digital Skills | Topics 5,6 |
| 13 | Courtesy | Topics 2–6 |
| 14 | Flexibility | Topics 1–8 |
| 15 | Professionalism | Topics 1–8 |
| 16 | Responsibility | Topics 1–9 |
| 17 | Work Attitude | Topics 1–6 |
| 18 | Confidence | Topics 1–7 |
| 19 | Leadership | Topics 1–8 |
| 20 | Professional Ethics | Topics 1–9 |
| 21 | Conflict Resolution | Topics 1–7 |
| 22 | Problem Solving | Topics 1–7 |
| 23 | Negotiation | Topics 2–7 |


List of the 23 Soft Skills (translated summaries)
Resilience: Ability to adapt to adverse situations with strength, patience, and calm.
Critical Thinking: Objective analysis and investigation to solve problems and make decisions.
Commitment: Dedication to fulfill assumed obligations with motivation and productivity.
Integrity: Honest behavior and fair decision-making.
Empathy: Ability to understand others' emotions in specific situations.
Teamwork: Working jointly with others toward a shared goal.
Growth Mindset: Willingness to face new challenges with a forward-looking approach.
Continuous and Independent Learning: Ongoing self-driven learning, especially regarding new technologies.
Communication: Clear oral and written expression of ideas, including public speaking.
Creativity and Innovation: Generating new ideas and original solutions.
Data Analysis: Using data to identify opportunities and make decisions.
Digital Skills: Quickly learning new technologies and digital tools.
Courtesy: Behavior rooted in respect and good manners.
Flexibility: Quick adaptation to change and ongoing training.
Professionalism: Skillful, honest, and efficient job performance.
Responsibility: Making decisions consciously and being accountable.
Work Attitude: Diligence, loyalty, punctuality, initiative, and motivation.
Confidence: Inspiring trust in undertaking difficult actions.
Leadership: Inspiring others to work enthusiastically toward shared goals.
Professional Ethics: Acting according to professional values and responsibilities.
Conflict Resolution: Mediating disputes and achieving mutually acceptable solutions.
Problem Solving: Quickly identifying causes of problems and implementing solutions.
Negotiation: Reaching agreements through discussion and compromise.


Gender Perspective Table
Training Activities That Include the Gender Perspective

| Training Activity | Gender Perspective Approach

| Lectures | All classroom activities align with gender perspective competence. The course is designed to show students how competitive market environments are shaped, focusing on recent developments including diversity, environmental protection, and gender perspective. |
| Case Analysis | Based on respect
| Monographic Work | Based on respect
| Assessment Test | Based on respect

Syllabus Sections Relevant to Gender Perspective

| Syllabus Section | Gender Perspective Exposure
2.4 Attention & Consciousness - gender equality with each of the interest groups (e.g. Unilever Dove campaign, gay pride, etc etc)|
2.5 Emotions & Feelings - gender equality with each of the interest groups (e.g. Unilever Dove campaign, gay pride, etc etc)
2.6 Learning & Memory gender equality with each of the interest groups (e.g. Unilever Dove campaign, gay pride, etc etc)


Sustainable Development Goals (SDG) Table

| # | Goal | Topics |
| -- | --------------------------------------- | ---------- |
| 1 | No Poverty | Topics 1-9 |
| 2 | Zero Hunger | Topics 1-9 |
| 3 | Good Health and Well-being | Topics 1–9 |
| 4 | Quality Education | Topics 1–9 |
| 5 | Gender Equality | Topics 1–7 |
| 6 | Clean Water and Sanitation | Topics 1–9 |
| 7 | Affordable and Clean Energy | Topics 1–9 |
| 8 | Decent Work and Economic Growth | Topics 1–7 |
| 9 | Industry, Innovation and Infrastructure | Topics 1–7 |
| 10 | Reduced Inequalities | Topics 1–7 |
| 11 | Sustainable Cities and Communities | Topics 1–8 |
| 12 | Responsible Consumption and Production | Topics 1–8 |
| 13 | Climate Action | Topics 1–9 |
| 14 | Life Below Water | — |
| 15 | Life on Land | — |
| 16 | Peace, Justice and Strong Institutions | Topics 1–8 |
| 17 | Partnerships for the Goals | Topics 1–8 |


List of the 17 Sustainable Development Goals (summarized)
No Poverty: Eradicate poverty worldwide.
Zero Hunger: End hunger and promote sustainable agriculture.
Good Health and Well-being: Ensure healthy lives and promote well-being for all ages.
Quality Education: Provide inclusive and equitable quality education.
Gender Equality: Achieve gender equality and empower all women and girls.
Clean Water and Sanitation: Ensure availability and sustainable management of water and sanitation.
Affordable and Clean Energy: Ensure access to affordable, reliable, sustainable energy.
Decent Work and Economic Growth: Promote su