Duration

3 o 4 weeks
Credits

4/10
Start date

July 6, 2026
Modality

On-campus
Languages

English

What does the program consist of?

CETT-UB offers short-term programs during the months of January (Winter School) and July (Summer School). These programs have been developed in the fields of Business, Tourism and Hospitality, as well as General Culture, Sociology, and Gastronomy. Priority is given to current and relevant topics.

All programs include company visits, excursions, and additional training activities. The programs are taught in English or Spanish and are designed for international and local students, as well as young professionals and professors.

What does this program offer?

There are two duration options: 3 or 4 weeks. In the 4-week program, in addition to the classes, students must complete a Final Project. At the end of the program, students receive an official transcript reflecting the enrolled courses, ECTS credits, contact hours, and final grade. ECTS credits are awarded upon successful completion of the program.

The program focuses on key concepts of strategic marketing and neuromarketing to design digital strategies aimed at conversion and customer loyalty, optimizing customer experience and purchasing behavior.

The main objective of the program is to develop and implement comprehensive business strategies that integrate digital marketing, customer experience, and consumer behavior, applying the scientific foundations of neuromarketing to optimize decision-making, communication, and customer loyalty.

Areas of Study: Strategic Digital Marketing, Neuromarketing, Consumer Behavior, CX/UX, Conversion and Customer Loyalty, Revenue Management.

Course Objectives

Design the Customer Journey in complex digital environments.
Apply Conversion Rate Optimization (CRO) techniques.
Integrate User Experience (UX) and Customer Experience (CX) principles.
Identify friction points and opportunities for improvement in the digital experience.
Understand cognitive and emotional processes in decision-making.
Apply persuasive communication techniques based on neuroscience.
Design messages and narratives aligned with consumers’ emotional responses.
Incorporate cognitive biases and behavioral principles into communication strategies.

Master omnichannel strategies in digital environments.
Select appropriate digital channels according to strategic objectives.
Apply Revenue Management (RM) principles from the perspective of perceived value.
Integrate data analysis into conversion and profitability optimization.
Design advanced strategies to build brand loyalty.
Manage online reputation and customer relationships.
Integrate CRM tools into strategic management.
Build sustainable relationships based on emotional connection.

Course Competencies

Strategic vision and adaptability
Project management and leadership
Critical and analytical thinking
Customer and experience orientation (CX)

Application of neuromarketing
Design of conversion strategies
Management of emotional loyalty
Business management and control
Digital strategic integration

Course Content

Strategic Marketing in the Digital Era
Strategic Formulation and Disruptive Value Proposition	- Review of strategic frameworks - Analysis of the competitive environment - Segmentation, Targeting, and Positioning (STP) - Design of unique value propositions - Impact of Artificial Intelligence and Big Data on strategic planning
The Digital Ecosystem: Channels, Conversion, and UX/CX	- Omnichannel strategies - The Customer Journey in the digital ecosystem - Conversion Rate Optimization (CRO) and basic Growth Hacking - Electronic marketing and distribution channels - Introduction to User Experience (UX) - Introduction to Customer Experience (CX)

Consumer Behavior, Neuromarketing & Loyalty
Neuroscience of Decision-Making: The Consumer Brain	- Introduction to applied neuroscience - Decision systems (rational vs. emotional) - Role of emotions and cognitive biases in the purchasing process
Applications of Neuromarketing in Communication and Desig	- Neuro-communication and persuasive messaging (narrative) - Applications in design (colors, shapes, packaging) - Pricing strategies based on perception (Neuro-pricing) - Case studies in digital and retail environments
Emotional Loyalty and Value Management (CRM/RM)	- Advanced strategies to build brand loyalty - Online reputation management - Integration of Customer Relationship Management (CRM) from the perspective of perceived value

Modalities and general structure

3 Week Modality	4 Week Modality
	+FINAL PROJECT
75 hours of instruction	90 hours of instruction
Academic: from July 6 to July 23, 2026	Academic: from July 6 to July 30, 2026
With accommodation: from July 5 to July 24, 2026	With accommodation: from July 5 to July 31, 2026

Methodology and evaluation system

Methodology

The learning methodology applied in this course consists of several key elements that allow achieving the above mentioned objectives simultaneously. The methodology is defined as follows:

1.In-class lectures that transfer basic and specific knowledge. Class participation is crucial in order for students to acquire the necessary knowledge and skills targeted in the program.

2.Case Studies reflect the content so as to help the student put into practice the theoretic contents.

3.Complementary activities such as visits that support the students in further understanding and implementing the contents provided by the program.

In case of four week modality program: During an optional extra week students will have to develop a Final Project working in small groups where their skills of self-management, responsibility, leadership and teamwork will be reinforced and practical knowledge gained through in depth, methodical study of the chosen topic. During this process students will be guided by tutors and will have to present and defend the project on the last day of the course.
Evaluation system

The evaluation of the program will be conducted by reviewing the students’ work and participation during the program. The participants are evaluated on a daily basis during the lectures and through the practical cases to be developed and defended. Attendance to all lectures and professional activities is mandatory.

In case of 3 week modality program:

The continued evaluation stands for 60% while the final test evaluation for 40% of the general mark of the program.

3-WEEK MODALITY %

Continued Evaluation 60%

Final Exam 40%

In case of 4 week modality program:

The continued evaluation will stand for 40%, the final test evaluation for 20% and the mark for the Final Project for 40% of the general mark of the program.

4-WEEK MODALITY %

Continued Evaluation 40%

Final Exam 20%

Final Project 40%

RELATED PROGRAMS

Studies search

3-week Modality		4-week Modality
TUITION FEE (LODGING NOT INCLUDED)	2.319 €	TUITION FEE (LODGING NOT INCLUDED)	2.953 €
TUITION FEE + LODGING WITH FULL-BOARD	3.596 €	TUITION FEE + LODGING WITH FULL-BOARD	4.595 €

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Information for future students

Buscador general

Marketing Strategies & Neuromarketing