Acerca de este Curso

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How do we make decisions as consumers? What do we pay attention to, and how do our initial responses predict our final choices? To what extent are these processes unconscious and cannot be reflected in overt reports? This course will provide you with an introduction to some of the most basic methods in the emerging fields of consumer neuroscience and neuromarketing. You will learn about the methods employed and what they mean. You will learn about the basic brain mechanisms in consumer choice, and how to stay updated on these topics. The course will give an overview of the current and future uses of neuroscience in business.

Resultados profesionales del estudiante

46%

comenzó una nueva carrera después de completar estos cursos

37%

consiguió un beneficio tangible en su carrera profesional gracias a este curso

18%

consiguió un aumento de sueldo o ascenso

Certificado para compartir

Obtén un certificado al finalizar

100 % en línea

Comienza de inmediato y aprende a tu propio ritmo.

Fechas límite flexibles

Restablece las fechas límite en función de tus horarios.

Nivel principiante

Aprox. 26 horas para completar

Inglés (English)

Subtítulos: Inglés (English)

Habilidades que obtendrás

Consumer BehaviourMarketingConsumer NeuroscienceNeuromarketing

Resultados profesionales del estudiante

46%

comenzó una nueva carrera después de completar estos cursos

37%

consiguió un beneficio tangible en su carrera profesional gracias a este curso

18%

consiguió un aumento de sueldo o ascenso

Certificado para compartir

Obtén un certificado al finalizar

100 % en línea

Comienza de inmediato y aprende a tu propio ritmo.

Fechas límite flexibles

Restablece las fechas límite en función de tus horarios.

Nivel principiante

Aprox. 26 horas para completar

Inglés (English)

Subtítulos: Inglés (English)

Programa - Qué aprenderás en este curso

Calificación del contenido96%(7,383 calificaciones)

Semana

1

Semana 1

4 horas para completar

What is Neuromarketing all About?

We first need to define the field – what are the key concepts, what are the key methods and reasons for employing neuroscience to study consumers and communication effects? In this module, we will introduce the topic and how some specific studies provide key insights into what neuroscience has to offer in relationship with more traditional methods.

4 horas para completar

4 videos (Total 30 minutos), 2 lecturas, 1 cuestionario

4 videos

Introduction to this Course6m

An Overview of the Brain7m

Case: Knutson et al + Pessiglione et al, method = fMRI11m

PET and MR Scanners4m

2 lecturas

Main Course Readings10m

Module 1 - What is Neuromarketing all About?3h 10m

1 ejercicio de práctica

What is Neuromarketing all About?10m

Semana

2

Semana 2

5 horas para completar

Attention & Consciousness

In the second module of this course we are turning to the functions of the brain, and we will first focus on attention and consciousness. This module will focus on some key concepts in attention and consciousness.

5 horas para completar

4 videos (Total 68 minutos), 1 lectura, 1 cuestionario

4 videos

Attention & Consciousness17m

Interview with Kyle Nel24m

Tools - Neurovision14m

Studies & Methods - Attention & Consciousness11m

1 lectura

Module 2 - Attention & Consciousness.3h 15m

1 ejercicio de práctica

Attention & Consciousness10m

Semana

3

Semana 3

4 horas para completar

Sensory Neuromarketing

In this module we will have contents filled on the topic of sensory neuromarketing. How are our senses affected differently as consumers? What can you do to organise your communications to better use all the senses? How does the brain actually use the senses? What tools do we have for assessing the use of senses, and how they affect consumers?

4 horas para completar

5 videos (Total 65 minutos), 1 lectura, 1 cuestionario

5 videos

Sensory Neuromarketing13m

Studies & Methods - Sensory Load Chart9m

iMotions - Interview with Peter Hartzbech15m

Interview with Per Møller part 119m

Interview with Per Møller part 27m

1 lectura

Module 3 - Sensory Neuromarketing2h 30m

1 ejercicio de práctica

Sensory Neuromarketing10m

Semana

4

Semana 4

5 horas para completar

Emotions & Feelings, Wanting & Liking

In this module, everything is about emotions and feelings, and the relationship between emotions and preference.

5 horas para completar

4 videos (Total 76 minutos), 1 lectura, 1 cuestionario

4 videos

Emotions & Feelings, Wanting & Liking11m

Case: Kirk et al + Ramsøy EEG, metode = EEG20m

Interview with Steve Genco34m

EEG method9m

1 lectura

Module 4 - Emotions & Feelings, Wanting & Liking3h 20m

1 ejercicio de práctica

Emotions & Feelings, Wanting & Liking10m

Semana

5

Semana 5

4 horas para completar

Learning & Memory

This module will focus on Learning & Memory. We will determine not only that there are multiple kinds of memory, but that they also serve multiple purposes. If anything, learning is the vehicle we need to understand the most in consumer behaviour. What causes memory, and can we be affected unconsciously by our memories? How can we measure memory effects, and what is the relationship between brand equity and the brain?

4 horas para completar

3 videos (Total 87 minutos), 1 lectura, 1 cuestionario

3 videos

Learning & Memory13m

Case: McClure et al + , metode = eye-tracking + memory test16m

Interview with Richard Silberstein56m

1 lectura

Module 5 - Learning & Memory2h 45m

1 ejercicio de práctica

Learning & Memory10m

Semana

6

Semana 6

5 horas para completar

Neuroethics and Consumer Aberrations

This module, we will focus on both the ethics of neuromarketing, as well as aberrant consumer behaviours. We see that consumer choice can sometimes become the centre focus on a person's life, be it pathological gambling, "shopaholism" or digital dependencies. This module, we will focus on some of these issues, and combine them with the ethical aspects that we face when talking neuro. This module we also end off with two interviews: one with Prof. Jan Trzaskowksi at the CBS, who is working on marketing and the law, where we discuss what the ethical and legal aspects of neuromarketing is. As you will see, Jan has a very particular take on this that I am sure you will find interesting. Our second interview is with Carl Marci, who is the Co-Founder and Chief Science Officer of Innerscope Research (http://innerscoperesearch.com/) on his background and their take on neuromarketing and consumer neuroscience.

5 horas para completar

4 videos (Total 82 minutos), 1 lectura, 1 cuestionario

4 videos

Neuroethics and Consumer Aberrations4m

Interview with Jan Trzaskowksi30m

Interview with Carl Marci42m

Is Neuromarketing Unethical?4m

1 lectura

Module 6 - Neuroethics and Consumer Aberrations1h 30m

Preguntas Frecuentes

When will I have access to the lectures and assignments?
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:

The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.

The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
What will I get if I purchase the Certificate?

When you purchase a Certificate you get access to all course materials, including graded assignments. Upon completing the course, your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
What is the refund policy?

You will be eligible for a full refund until two weeks after your payment date, or (for courses that have just launched) until two weeks after the first session of the course begins, whichever is later. You cannot receive a refund once you’ve earned a Course Certificate, even if you complete the course within the two-week refund period. See our full refund policy.
Is financial aid available?

Yes, Coursera provides financial aid to learners who cannot afford the fee. Apply for it by clicking on the Financial Aid link beneath the "Enroll" button on the left. You’ll be prompted to complete an application and will be notified if you are approved. Learn more.

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An Introduction to Consumer Neuroscience & Neuromarketing