Master in Behavior and Consumer Sciences

for whom it is intended

The course is aimed at professionals with more than 3 years of experience, graduates in different areas of knowledge who seek to expand their knowledge and technical and managerial training to move up and accelerate their careers, acquiring new skills in the area of intelligence and behavior of consumers and companies. changes and trends that affect and characterize today's society.

Suitable for professionals in the process of growth or professional recognition.

what will you learn

Leveling

• Marketing Fundamentals (Distance Education)

applied behavioral sciences

• Consumer Neuroscience
• Anthropology and Consumption
• Behavioral Economics
• Shoppology and Shopper Marketing
• Digital Behavior And Experience
• Semiotics and Psychoanalysis of Consumption

Applied strategic research and analysis

• Research Foundations, Methods and Techniques
• Strategic Analysis of Future Scenarios
• Trend Analysis and Consumer Insights
• Design and UX Research
• Customer Experience (CX) & CRM
• Social Intelligence

Integration

• Multidisciplinary Integrative Project

Classes are held on the ESPM graduate campus, and can be taught at other locations, pre-scheduled by the professor. The EAD disciplines, indicated in the course program, will take place concomitantly with the face-to-face disciplines and in the initial period of the course.

Analyze how the individual consumer exchanges resources for goods and services

Understanding and monitoring market and consumption data and information, cultural and behavioral dynamics and the main vectors and motivators that influence new consumers' purchase and consumption decisions, generating and activating insights to create and validate more customer-centric value propositions is a strategic business differential adopted by companies and brands to achieve success and maintain their relevance. From this perspective, organizations need to consider that society and the market of these new times are characterized by a greater supply of goods, services and experiences and also by a more demanding and active consumer, whose buying and consumption behavior needs to be evaluated based on not just in their economic and utilitarian needs, but by neurobiological, psychological and cultural factors and by symbolic forces and experiential demands.

In order to train qualified professionals to work and grow in the current market, ESPM created the Master's course in Behavior and Consumer Sciences. It is a lato sensu course, whose proposal is to analyze and foresee how different consumers and market segments behave and think, and to investigate the motivations and benefits of value that lead them to buy and consume, but also to resignify and refunctionalize products and brands in their consumption experiences.

The course is a pioneer in the area of culture and behavior and market and consumption, as it employs and integrates the various sciences of human behavior: social sciences, anthropology and behavioral psychology, sensory design and semiotics, allied to recent studies in neurosciences and behavioral economics, through studies of shoppology, consumer insights and analysis of trends and future studies, through new techniques and models and research methods and ideation of value propositions based on design thinking and UX research, through studies latest on mindset and digital behavior and experience, incorporating approaches from behavioral and cognitive sciences, CX principles and CRM data, customer analytics and applied artificial intelligence, reinforcing culture, and recent approaches, principles and practices from customer centricity .

An interaction and combination that contributes to a better understanding of the peculiarities of the behavior of different groups and segments of the public in this new (post) digital reality.

The course rests on two great pillars that dialogue and intersect. The pillar of disciplines that have a greater focus on aspects of Human Behavior based on Behavioral Sciences Applied to Consumption and the most applied and strategic pillar of new approaches and disciplines of research and investigation and strategic intelligence, aiming to explore not only the deeper knowledge and critical view of the behavior of people, audiences and consumers today, but the practical application in business strategies, following the demands of the market, companies and specialized consultancies.