The Science of Influence, Applied Neuromarketing Research for Marketing Strategy University of Tartu

Overview

On-site in Tartu, 27 July – 4 August 2026

The "The Science of Influence" course is a highly practical, seven-day, immersive experience that is designed to give you a foundational understanding of unconscious and conscious consumer decisions. For seven days, you will join the Neuro Lab team. Here, you will learn the principles of neuromarketing research, attention mechanisms and consumer psychology. You will find scientific tools easy to understand and gain valuable knowledge on how to use their insights in marketing strategy. The programme is completed through participation in daily hands-on workshops and a final group project, with no homework or essays required.

Upon completing the course, participants will be able to:

• critically evaluate the design of marketing materials based on the principles of consumer attention and psychology;
• understand and interpret modern marketing research using biometric data;
• apply research principles to create effective digital marketing and communications strategies;
• gain hands-on experience with scientific tools, such as eye trackers and facial coding, in a laboratory setting.

Accreditation

Every seven years, all Estonian higher education institutions must undergo external evaluation – institutional accreditation. The latest assessment took place in 2022. The assessment council of the Estonian Quality Agency for Education decided to accredit the University of Tartu for the next seven years (2023-2029).