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.
An Introduction to Consumer Neuroscience & Neuromarketing
ofrecido por
Escuela de Negocios de Copenhague
Acerca de este Curso
4.6
816 calificaciones
Habilidades que obtendrás
Consumer BehaviourMarketingConsumer NeuroscienceNeuromarketing
Programa - Qué aprenderás en este curso
Semana
1What 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 videos (Total 30 minutos), 2 readings, 1 quiz
4 videos
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?10m
1 ejercicio de práctica
What is Neuromarketing all About?10m
Semana
2Attention & 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.
4 videos (Total 68 minutos), 1 reading, 1 quiz
4 videos
Interview with Kyle Nel24m
Tools - Neurovision14m
Studies & Methods - Attention & Consciousness11m
1 lectura
Module 2 - Attention & Consciousness.15m
1 ejercicio de práctica
Attention & Consciousness10m
Semana
3Sensory 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?
5 videos (Total 65 minutos), 1 reading, 1 quiz
5 videos
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 Neuromarketing30m
1 ejercicio de práctica
Sensory Neuromarketing10m
Semana
4Emotions & Feelings, Wanting & Liking
In this module, everything is about emotions and feelings, and the relationship between emotions and preference.
As we will see, our minds have a dual side: a conscious and an unconscious response and motivation, which are crucial to understanding consumer preference and choice. Indeed, unconscious emotional responses may turn out to be driving consumer choice to the same - or even larger - degree than conscious feelings. Are conscious feelings a mere after-the-fact rationalization upon conscious choice?
4 videos (Total 76 minutos), 1 reading, 1 quiz
4 videos
Case: Kirk et al + Ramsøy EEG, metode = EEG20m
Interview with Steve Genco34m
EEG method9m
1 lectura
Module 4 - Emotions & Feelings, Wanting & Liking20m
1 ejercicio de práctica
Emotions & Feelings, Wanting & Liking10m
37%
comenzó una nueva carrera después de completar estos cursos
31%
consiguió un beneficio tangible en su carrera profesional gracias a este curso
17%
consiguió un aumento de sueldo o ascenso
Principales revisiones
por MP•Jul 15th 2018
Great course if you are a beginner in the domain of neuromarketing. Explained in a very simple language. Will definitely recommend it to anyone who wants to start learning about neuromarketing
por MP•Mar 2nd 2018
Very well explained and very informative session on consumer neuroscience and neuro Marketing. The way of presentation kept me intrested and glued to the sessions. Thank you
Instructor
Thomas Zoëga Ramsøy
PhD in Neurobiology, Certified Neuropsychologist & Assistant Professor in Marketing & NeuroscienceHead of the Center for Decision Neuroscience, Department of Marketing at Copenhagen Business School, and Head of Danish Research Centre for Magnetic Resonance at Copenhagen University Hospital Hvidovre
Acerca de Escuela de Negocios de Copenhague
Centrally located in Copenhagen, the capital of Denmark, Copenhagen Business School (CBS) is one of the largest business schools in Europe with close to 23,000 students. CBS offers world-class research-based degree programs at undergraduate, graduate, and PhD levels as well as executive and other post experience programs.
Preguntas Frecuentes
¿Cuándo podré acceder a las lecciones y tareas?
Una vez que te inscribes para obtener un Certificado, tendrás acceso a todos los videos, cuestionarios y tareas de programación (si corresponde). Las tareas calificadas por compañeros solo pueden enviarse y revisarse una vez que haya comenzado tu sesión. Si eliges explorar el curso sin comprarlo, es posible que no puedas acceder a determinadas tareas.
¿Qué recibiré si compro el Certificado?
Cuando compras un Certificado, obtienes acceso a todos los materiales del curso, incluidas las tareas calificadas. Una vez que completes el curso, se añadirá tu Certificado electrónico a la página Logros. Desde allí, puedes imprimir tu Certificado o añadirlo a tu perfil de LinkedIn. Si solo quieres leer y visualizar el contenido del curso, puedes participar del curso como oyente sin costo.
¿Cuál es la política de reembolsos?
¿Hay ayuda económica disponible?
¿Tienes más preguntas? Visita el Centro de Ayuda al Alumno.
Coursera brinda acceso universal a la mejor educación del mundo, al asociarse con las mejores universidades y organizaciones, para ofrecer cursos en línea.
© 2019 Coursera Inc. Todos los derechos reservados.
