EAE Business School Barcelona

Master in Consumer Behavior and Marketing Insights

Barcelona, Spain

DURATION

12 Months

LANGUAGES

Spanish

PACE

Full time

APPLICATION DEADLINE

Request application deadline

EARLIEST START DATE

Sep 2025

TUITION FEES

EUR 15,900 / per year

STUDY FORMAT

On-Campus

Introduction

The Master's in Consumer Behavior and Marketing Insights from EAE Barcelona addresses consumer behaviour analysis through new technologies, neuromarketing, AI, and data analysis for strategic business use. Our program has a dual focus: on the one hand, it emphasizes the understanding and mastery of relevant technologies to extract consumer data and analyze it to generate valuable business insights. On the other hand, it develops the necessary skills to use these insights for marketing strategy and decision-making, ensuring better results and greater efficiency in business.

The program explores artificial intelligence, information management, and analysis through a neuromarketing lens, enabling the creation of business strategies based on consumer behaviour. It’s a strategically focused program centred on the consumer, offering practical development and the immediate application of knowledge to foster critical thinking and hands-on experience.

Key Points

Double profile: technology and humanities - Specialize in psychology and consumer behaviour through neuromarketing, Data Analytics, and Artificial Intelligence
Hands-on - A practical and dynamic program, with immediate application and a focus on solving real-world cases alongside professionals in the field
Industry faculty - You'll learn from professionals with extensive experience and high-ranking positions in major international companies, bringing their real-world expertise into the classroom
Leadership and Strategy - You’ll develop management skills while working on critical thinking and strategic decision-making from a customer-centred perspective
Certification: Power BI Data Analyst Associate - You’ll gain a competitive advantage in the market with a prestigious certification. The program content prepares you to pass the Microsoft Power BI Data Analyst Associate certification exams

Gallery

Admissions

Curriculum

Marketing y Comportamiento del Consumidor

6 ECTS - Consumer Behavior: Conduct, Analysis and Holdings

Consumer behavior and habits
The new consumer: environment, values, roles and new trends
The impact of the digital era on the consumer
Generations of consumers (Boomers, Generation X, Millennials, Centennials, Alpha…)
Impact and attract the new consumer

6 ECTS - The Role of the Consumer in Marketing Strategy

Consumer behavior and business strategy
New strategic challenges based on the current consumer
Marketing, Branding & Product: from strategy to tactical operations
Consumer segmentations as essential keys to generating personalized experiences
Design of winning strategies Consumer Centric

6 ECTS - Neuromarketing and Consumer Knowledge

Neuromarketing for decision making
Neuromarketing methods and techniques applied to consumer behavior
Neuroscience applied to marketing
Ethics and legal aspects in neuromarketing

Identifying and Generating Consumer Insights

6 ECTS - Methods and Models to Identify Consumer Insights

Investigación de mercados
Qualitative research and applications: Focus Groups, in-depth interviews, Mystery Shopper, observation...
Ethnography and identification of insights
Online market analysis and research
Quantitative research and applications: adhoc techniques, offline and online techniques, retailers and consumers panel, media audience studies...
Obtaining insights and knowledge from data
Lean and co-creation to accelerate processes

6 ECTS - Data Analytics to Obtain Insights

Data Analytics: pipeline and analysis methodologies
Business Analytics: A/B testing, segmentation, forecasting and campaign effectiveness
Social Media Intelligence and web analytics
Business Intelligence Plan
Make decisions based on data analysis and visualization (PBI and Dashboards)

Strategic Marketing Applications

6 ECTS - The Impact of Consumer Knowledge on Innovation, Branding and Communication

Innovation models, processes and profiles (startups)
Innovation strategy and opportunity detection (Shopper & Customer Journey)
Creating Love Brands: Brand Equity and brand evaluation, reputation and CSR
Effective advertising and ROI (pre-test & post-test)
360º Effective Campaigns (digital communication and cross media)
Customer & Shopper Experience Metrics: Mystery Shopper & Net Promoter Score (NPS)

6 ECTS - Artificial Intelligence and its Impact on the Business World

AI: advantages, challenges and types
AI: impact and transformation of the company and its functional areas
AI applications: natural language processing, image recognition, recommendation systems, etc.
How to use AI professionally: practical applications to improve social media campaigns and activate new channels efficiently and without resources

6 ECTS - Challenges and Applied Projects

Kantar Business Challenge Project
Market Research Agency Challenge

TFM

15 ECTS

It is not only the research work necessary to obtain the master's degree. It is the right time and place to unify your academic experience with your professional ambition, your personal vision and your creativity. It is the opportunity to put into practice everything you have learned and work to get where you want to go.