Enactive Storytelling in Neuromarketing
Course code FKC0096/1
Time 18.09.2020
Place Tallinna Ülikool, Balti filmi, meedia, kunstide ja kommunikatsiooni instituut
Target group spetsialistid reklaamiagentuuridest, turundussektortorist
Objective to cultivate new ideas for designing personalised media messages by means of enactive storytelling. Stories are the key to human mind, emotions, and social behavior, is it in politics, shopping, or bringing up our kids. Stories allow people to justify their decisions to the others, but, perhaps even more importantly, to themselves.
Content The speakers with expertise from the field provide an understanding of enactive storytelling, the state of the art on neural and physiological methods, and recent trends in neuromarketing. The talks spark fresh insights into challenging topics of (a) designing personalized experiences and (b) measuring personal experience data.
The full-day program with lectures and Q&As on elaborated campaign concepts equips the participants with an inspiring package of new ideas to take back to their daily practice.

Learning outcomes The participants will have access to knowledge on:
Principles of enactive storytelling
Recent trends in neuromarketing
Real-time biofeedback in designing interactive content
Interdependence between human experience, content of media, and physiological measures
Requirements earlier experiences are not needed
Graduation requirements lecture, teamwork
Learning environment ekraani ja kõlaritega auditoorium, bioneuroloogilised mõõteriistad
Teacher's competencies Pikaaegne teadustöö taust või töökogemus turunduse, reklaami, telekommunikatsiooni valdkonnas
Volume 8 akadeemilist tundi (kontaktõpe 8 tundi)
Document issued upon course completion TLÜ tõend
Teachers Erik Bäckman Partner, Strategy Director, Miltton
Kaidi Reedi, Consumer and Market Research Manager, Initiative
Heidi Reinson, Senior Consultant in Behavioural Sciences, Kantar Emor
Andreas Unt, Videomarketing Expert, Brandem
Pia Tikka, Filmmaker, Research Professor, Enactive Virtuality Lab, TLU
Course price 240 EUR (osaleja, hind sisaldab käibemaksu)
Minimum number of participants 10
Organiser Baltic Film, Media, Arts and Communication School, Katrin Sigijane, 5096692, katrin.sigijane@tlu.ee
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