Marketing innovation in Barcelona: MBA Study Tour
In their one-week module abroad in Barcelona, the ISM MBA students gained insights into innovative marketing strategies. In addition to seminars on International Brand Management or Digital Transformation, they also learned more about the field of neuromarketing. With this method, neuronal or other physical responses of consumers are examined to learn more about their choices and preferences. In the Neuromarketing LAB of the ISM partner university IQS, the students experienced how consumers react to different products and stimuli.
ISM student Nishan was able to take away a lot for his studies thanks to the professional experience of the lecturers: "They were teaching by giving us insights into their previous experiences in the industries and mentioning concrete things that should be done and not done.” Other highlights for him were the excursions to the pharmaceutical company Neuraxpharm and the port of Barcelona. "I think our whole group benefited a lot from the module because of the practical relevance."
Would you also like to learn more about management strategies in a global context? At ISM, you can study the MBA full-time or part-time.