• To understand Neuro Marketing experimental design
• To extract results using neuromarketing tools
• To analyze various Neuromarketing indices
• To apply neuromarketing tools to provide solutions

• To get acquainted with Neuromarketing and its implications for practitioners.
• To understand experimentation in context of neuromarketing, to provide better solution as compared to the conventional approach.
• Critical understanding of eye-tracking, Galvanic Skin Response (GSR) and facial action coding technology
• To understand measurements and indices of the Neuro-Marketing tools

• Neuromarketing: What it is and what it is not?
• Consumer rationality and its neural connections.
• Traditional v/s Neuro Approach
• Brain Chemistry: Neurotransmitters
• Anatomy of Brain
• Understanding of Neuro sensors
• Application of Neuro sensors
• Neuromarketing tools demonstration

Marketers, product managers, executives, consultants, and anyone interested in learning more about how consumer neuroscience can transform marketing.

Trainers Profile:

Dr. Wajid H. Rizvi - Professor and Dean School of Business Studies
Department: Marketing
Academic Qualification: PhD (Marketing), Swansea University, UK – 2014

Dr. Wajid H. Rizvi holds a PhD in Management Sciences from Swansea University, UK with a specialization in applied buying behavior. Dr. Rizvi heads the Rashid Abdulla Consumer Neuroscience Lab at IBA Karachi where his work revolves around advertising effectiveness index using biometric sensors, such as eye tracking, skin conductance and facial response. He has rich and diverse experience in both practice and academia. He undertakes consultancy projects, and engages in rigorous qualitative and quantitative data analysis in various fields such as marketing, performance assessment, user experience, etc. He is a well-published author, with his work having been cited by renowned journals such as Psychology and Marketing and Journal of Business Research. Currently he is working on Brain Asymmetry in context of consumer and behavioral research using electroencephalograph (EEG) The employment of this cutting-edge technology will transform the land scape of the consumer and behavioral research. He is part of the I Motions global biometric research network.

---

Dr. Beenish Tariq - Assistant Professor
Department: Marketing
Academic Qualification: PhD (Marketing),
Northern University of Malaysia (AACSB & AMBA accredited).

She is a seasoned Marketing Professor with years of academic and industrial experience. She works on inter-disciplinary areas including marketing, hospitality, tourism, and neuroscience. She is a well-reputed researcher with high-impact publications in renowned journals. She has also contributed to writing book chapters and case studies. Moreover, she actively participates in international research conferences around the world including USA, UK, and Malaysia. She has worked on multiple projects by securing research grants from Govt / Non-Govt bodies. She is an active member of the Production and Operation Management Society (POMS USA) and the British Academy of Management (BAM UK).

Currently, she is working on a couple of neuro-based projects to understand consumer behaviors about advertisement.