Neuromarketing

DATE 
18, 25 March , and 1, 8 April, 2026

Wednesdays

FORMAT

offline Kyiv, 10 Dobrovolchykh batalyoniv str.

online

LECTURER

Kateryna Ilchenko

Book participation

What really drives people when making decisions — rational arguments, emotions, or neural algorithms of consciousness? For communications professionals, the answer to this question is not theoretical, but rather the practical basis of professional effectiveness.

This course is designed specifically for communications professionals who work with public opinion, audience behaviour, and public narratives: PR specialists, strategic communicators, marketers, political consultants, GR managers, digital teams, and communications department managers.

Mastering the tools of neuromarketing and behavioural analytics allows you not only to better understand the mechanics of individual and collective decisions, but also to professionally design communication influences in complex environments: during election campaigns, information conflicts, ideological discussions, in competitive markets, in negotiations with partners and investors, as well as in corporate and government communications.

Decoding decision-making processes enables communication teams to accurately identify points of influence in information, advertising, political and reputation campaigns, increase the effectiveness of messages, build trust, manage audience attention and achieve the strategic goals of organisations and projects.

In the early 1980s, neuroscientist Benjamin Libet conducted a legendary experiment that showed that decision-making occurs in the human brain 500 milliseconds before we become aware of it. Therefore, decisions are made where our consciousness has no access.

FOR SUCCESSFUL COMMUNICATION, YOU NEED TO TALK TO THIS HIDDEN DECISION-MAKER. THIS IS WHAT THIS COURSE IS ALL ABOUT: WHAT YOU NEED TO KNOW, WHAT TO LOOK FOR, AND HOW TO USE METHODS AND TECHNIQUES TO SUCCESSFULLY COMMUNICATE WITH THE REAL DECISION-MAKERS IN THE HUMAN BRAIN.

 

COURSE TOPICS

  1. BASIC PRINCIPLES OF INFORMATION PERCEPTION: RATIONALE OR EMOTIONS
  2. DECISION-MAKING MECHANICS. NEUROMARKETING MODEL OF DECISION-MAKING.
  3. PERSONAL DECISION-MAKING MODELS. REGULATORY FOCUS
  4. MECHANICS OF PERSUASION. AGENTS OF COMMUNICATION: WHO-TO-WHAT-HOW COMMUNICATES
  5. BASIC COGNITIVE PROCESSES, THEIR ROLE IN INFORMATION PERCEPTION AND DECISION-MAKING
  6. 6 PRINCIPLES FOR SUBCONSCIOUS PERSUASION
    PRACTICAL ADVICE ON WHAT TO CONSIDER WHEN DEVELOPING KEY COMMUNICATION FORMATS: VIDEOS, POSTERS, PACKAGING, BANNERS, ETC.
Book participation

MENTOR

KATERYNA ILCHENKO

Neuromarketing

Founder of Ukraine’s first neuro-marketing agency, Neuro-knowledge.

She has 25 years of experience in marketing and communications, psychotherapeutic education, and 9 years of working with neuromarketing tools and methods for forming an in-depth understanding of consumers, their perception processes, and behaviour.

The agency’s clients are leading companies in various fields: Starlight Media, BBC Media Action, DTEK, Rozetka, Teva, Pepsi-Cola, MHP, Morshynska, Nutricia, Moneyveo, Teva, PUMB, OTP Bank and others.

Specialisation: neuromarketing, cognitive and behavioural sciences, perception psychology, communication.

THIS COURSE IS FOR

  1. Strategic communications specialists
  2. PR managers and heads of communications departments
  3. Marketers and brand strategists
  4. Digital marketers and SMM strategists
  5. Political communications and election campaign specialists
  6. GR managers and public affairs specialists
  7. Communications advisors to executives and top managers
  8. Spokepersons of government bodies, state institutions and local self-government bodies
  9. Crisis and reputation communications specialists
  10. Information impact and media monitoring analysts
  11. Communication managers of public organisations and international projects
  12. Producers of public campaigns, advocacy and social initiatives
  13. Media managers and editors working on shaping information agendas

YOU WILL GAIN KNOWLEDGE ABOUT

  1. How we perceive information and make decisions
  2. What processes occur in the brain during decision-making
  3. What types of motivation and decision-making exist and how to interact with them
  4. About the theories and practices of the neuromarketing model of decision-making
  5. What to consider when creating communication
  6. What to consider when developing key communication formats: videos, posters, packaging, banners, etc.

We recommend this course to those who seek to

  1. Create successful marketing communications
  2. Be a successful negotiator and speaker
  3. Improve their persuasion skills
  4. Understand what happens in people’s brains when they perceive your information
  5. Understand why some communications work and others do not
Book participation

You will develop skills in

  1. Persuasion
  2. Working with attention, engagement, cognitive load, motivation, memorisation
  3. Analysing the audience you are trying to influence
  4. Identifying decision-making types and understanding how to work with them
  5. Identifying audience types and their sensitive areas
  6. Creating communication in line with the audience’s internal goals and regulatory focus
  7. Understanding the stages of information perception in the brain and what influence will be appropriate at each of these stages
  8. Developing key communication formats: videos, posters, packaging, banners, etc.

Course Reviews

NEUROMARKETING: MECHANICS OF PERSUASION AND DECODING DECISION-MAKING

I am a fan of neuromarketing, I love studying the brain and this course is like a new breath for me, I dreamed of taking the course at least online, but you gave me the opportunity to attend in person! I am delighted.

This course has raised the level of my responsibility for my own psyche, how few people know about the organic changes in the brain that occur under stress.

+ My myths about colour, shape, etc. were dispelled, I realised what plays the biggest and deepest role in decision-making, namely, focus. And it’s not about companies, it’s about human needs.

I took a cool tool for myself, even a test that determines focus, and now I use it to present life insurance policies, I understand what motivation is behind a person, how best to present information and what to say. It’s amazing, because usually you can only guess how it happens.

Vladyslava Riumshyna, Digital marketing specialist

NEUROMARKETING: MECHANICS OF PERSUASION AND DECODING DECISION-MAKING

I am excited about all the information, it is interesting and useful both in terms of marketing and life experience in general

Tetiana Fustiy. Social media marketing expert, author of the SMM.Expert course

NEUROMARKETING: MECHANICS OF PERSUASION AND DECODING DECISION-MAKING

A very interesting and practical course. I gained new knowledge about how people make decisions. A lot of new things.
Thank you

Sukhanova Tetiana, Private notary

NEUROMARKETING: MECHANICS OF PERSUASION AND DECODING DECISION-MAKING

NEUROMARKETING: MECHANICS OF PERSUASION AND DECODING DECISION-MAKING

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10, Dobrovolchykh Batalyoniv Str., Kyiv

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