The Science of Influence: Applied Neuromarketing Research for Marketing Strategy

No prior knowledge of neuromarketing is required. This course is ideal for bachelor's or master's students and professionals looking to enhance their understanding of capturing attention in marketing, digital communications and strategy.

Day 1: Neuromarketing Basics and the Attention Economy
Theory morning: Introduction to modern marketing, neuromarketing, and attention economy.
Practical afternoon: Introduction to the Neuro Lab and the 3-Second Rule, with practical examples and testing methods for capturing attention in the first three seconds on social media.

Day 2: Eye-Tracking and Digital Attention
Theory morning: Principles of eye-tracking and interpretation of heatmaps. Analysis of digital attention patterns across platforms such as TikTok, Instagram, YouTube, and Facebook.
Practical afternoon: Eye-tracking laboratory session, including running short-form video advertisements on the tracker, interpreting results, and completing an in-class assessment.

Day 3: Semiotics and Visual Storytelling
Theory morning: Exploring how colours, symbols and cultural factors influence visual attention, with a focus on applied semiotics.
Practical afternoon: A guided field exercise analysing real-world advertisements and packaging in the city.

Day 4: Emotions as Drivers in Consumer Psychology
Theory morning: Examining the underlying factors that influence purchase decisions, with a focus on facial coding principles.
Practical afternoon: Emotional response laboratory workshop involving the measurement of responses to advertisements, followed by group project planning.

Day 5: From Concept to Research Pilot Day
Morning theory: In-depth analysis of previous University of Tartu project case studies, such as the Rescue Services and Otepää projects, to illustrate real-world applications.
Practical afternoon: A data collection pilot, in which teams will conduct an initial test of their own experimental design in the Neuro Lab.

Day 6: Analytics and Insight Day
Theory morning: A guided session on data interpretation and visualisation, focusing on identifying key strategic insights.
Practical afternoon: A strategy workshop focused on translating laboratory data into actionable marketing recommendations.

Day 7: Final Strategies and Career Pathways
Final group presentations and a closing discussion, including feedback from the expert panel, certification and a brief discussion on applying research skills to marketing careers.

In-class method test (20%): A short in-class test on day two
Practical tasks (30%): Evaluation of daily hands-on exercises (e.g. setting up the correct equipment, completing field tasks)
Final group project (50%): A full research project involving research design, analysis and presentation, to be delivered on the final day

• Application period: 20 March – 20 April
• Notification of acceptance: accepted participants will be informed after the application period, by 30 April at the latest
• Deadline for paying the course fee: 31 May
• UniTartu Summer School in Tartu: 27 July – 7 August

Only fully completed applications, including all required annexes, received by the deadline (20 April) will be considered for selection. Applicants must submit the following:

• Online application form
  (application period: 20 March–20 April 2026)
• Motivation letter (maximum 1 page), explaining:
  • your motivation to participate;
  • your expectations for the programme;
  • how the summer course relates to your studies and interests;
  • how you plan to use the knowledge and experience gained in the future.
• Transcript of academic records
• Copy of your passport
• Proof of the application fee payment (25 EUR)

The participants of the UniTartu Summer School courses are required to pay:

• The application fee of 25 EUR must be paid by the application deadline (20 April) at the latest.
  The application fee is non-refundable.
• The course fee is 750 EUR.
  Includes: Study materials, academic work with lecturers, Certificate of completion, and cultural events in the evenings
  Not included: meals, transportation and accommodation

Please note that the course fee is payable only after you have been accepted into the course. Once accepted, you will receive a confirmation of acceptance together with an invoice. The course fee can only be paid based on the invoice issued to you.

By paying the application fee, course fee and cultural events fee, you accept the terms and conditions information document. You are required to tick the box in the credit card payment form to confirm you have read and agree to terms and conditions. If you choose to pay by bank transfer, you will be informed of the same conditions.

Please note that by paying the fees, you are considered to have accepted the Terms and Conditions.