Look into the brain and learn more than ever before.
In Minor Neuromarketing, you combine consumer psychology and neuroscience with marketing across the entire customer journey. You learn how consumers process information, how emotions and motivation drive behavior, and how context influences choices. 

You experience for yourself how these principles affect you in our own ‘House of Neuro’ game environment. All of this with the goal of improving the design, communication, and sales of a product or service.

Minor content

This makes this minor unique:
🧠 Looking into the brain.
You investigate what people think, feel, and want – even when they cannot explain it themselves. You explain behavior in terms of attention, emotion, motivation, stress, etc.
🔬 Working with state-of-the-art measurement techniques
To look into the brain, you use devices that measure bodily responses, because the body does not lie. You use eye-tracking for screens and physical environments, EEG (brain waves), facial expression analysis, and GSR (skin conductance).
🌍 Real organizations, real impact
You work on concrete issues in marketing, media, and communication. No fictional cases, but problems that truly matter.
🛠️ Doing, creating, and testing
You do not stop at giving advice. You develop solutions, test them, and use data to show whether they have an effect on thinking, feeling, wanting, and doing.
📂 Assignments we did before
Creating engaging content for a regional media company, strengthening the emotional experience in a restaurant, improving the online conversion of a clothing retail chain, increasing beer sales in a café, creating a tidy playroom in a homeless shelter, and many more.
🔎 Learning what you find interesting
You dive deep into a topic that you personally find interesting and engage with experts from the field. This is how you develop your own expertise ánd build a professional network.
🗣️ “I learned more here than during the rest of my studies combined”
Neuromarketing is not a minor to do ‘on the side’. It is a minor for students who are curious and are willing to work hard.
Curious what this looks like in practice?
🎬 Watch the video of students who came before you Check out our Insta!
 

Are you curious about consumer behavior? Do you want to understand how influence really works and test it? Then minor Neuromarketing is for you!
Sign up now! 

Recommended knowledge   All third- and fourth-year students of a level 6 programme are welcome. You must have completed your propaedeutic year.
 

This minor is offered in English is semester 2. In semester 1, the minor is offered in Dutch.
 

Prior knowledge of marketing is an advantage but not required. We provide several introductory sessions, and you are encouraged to further deepen your knowledge independently.

If there are more applicants than available places, you will be asked to submit a motivation. Selection will be based on this motivation. The format is free: show us that you genuinely want to take part.

More information about this minor can be found in the handbook.

Examination

The assessment for Theory Basics consists of a portfolio in which you demonstrate that you understand the theory you have been taught, are able to add your own depth and reflection, and can apply this theory to your client’s case.

For Theory Deepening, you submit a product that is suitable for a marketer who wants to gain deeper insight into a specific topic within the field of Neuromarketing.

For the Applied Assignment, we conduct a criterion-based interview as the assessment. In this interview, we determine whether you possess the competencies required to carry out an assignment for a client.