Doing marketing research by asking people has been a common method and does still have advantages. On the other hand, if you want insights into the non-conscious interpretations of a consumer’s decision, then you need other research tools in your research toolbox. Neuromarketing makes use of such an extended toolbox, containing both technical equipment and ways of doing experimental research. The goal for this course is to give you an overview of this fast developing toolbox ranging from simple web-camera, to eye-tracking, and to complicated brain-scanners. The course guides you through a contemporary literature review, giving you insights into the last decades of development within this field of research.
The Neuromarketing Toolbox
ofrecido por
The Neuromarketing Toolbox
Escuela de Negocios de Copenhague
Programa - Qué aprenderás en este curso
Semana
13 horas para completar
Week 1: Introduction to Neuromarketing
This week will give you an overview of the different measurement tools within neuromarketing.
7 videos (Total 39 minutos), 1 lectura, 1 cuestionario
7 videos
1.1 The Scope of Neuromarketing10m
1.2 Biometric & Neurometric1m
1.3 Biometric Measures pt. 15m
1.4 Biometric Measures pt. 25m
1.5 Neurometric Measures6m
INTERVIEW - Peter Hartzbech, Founder & CEO, iMotions A/S, Denmark8m
1 lectura
Articles for "Introduction to Neuromarketing"2h 10m
1 ejercicio de práctica
Introduction to Neuromarketing10m
Semana
24 horas para completar
Week 2: Eye-Tracking
Eye-tracking measures visual attention and in this week you will get to know when and how the technique can be applied to research on visual perception.
7 videos (Total 42 minutos), 1 lectura, 1 cuestionario
7 videos
2.1 Visual Attention5m
2-2 Visual Perception5m
2-3 State of the Art4m
2-4 Equipment & Output7m
Andrea Ciceri, PhD, Founder and President of SenseCatch, Italy9m
Iyad Aldaqre, PhD, Data Scientist at SR LABS, Italy8m
1 lectura
Articles for "Eye-Tracking"3h
1 ejercicio de práctica
Eye-Tracking10m
Semana
33 horas para completar
Week 3: Arousal & Emotions 1
In this week you will get to understanding arousal as the fundament of human behavior, and how it can be measured.
5 videos (Total 23 minutos), 1 lectura, 1 cuestionario
5 videos
3-1 Arousal5m
3-2 Emotion3m
3-3 Self-Report Measure4m
Maurizio Mauri, PhD, researcher at TSW User Experience Lab of Milan, Italy8m
1 lectura
Articles for "Arousal and Emotions 1"2h
1 ejercicio de práctica
Arousal & Emotions 110m
Semana
43 horas para completar
Week 4: Arousal & Emotions 2
In this week you will learn about the specific techniques to measure arousal and emotional responses.
6 videos (Total 31 minutos), 1 lectura, 1 cuestionario
6 videos
4-1 GSR4m
4-2 Pupillometry5m
4-3 Heart Rate3m
4-4 Facial Expression6m
Dr. Patrick H. Zimmerman, Behavioral Research Consultant at Noldus, Holland9m
1 lectura
Articles for "Arousal and Emtions 2"2h
1 ejercicio de práctica
Arousal & Emotions 210m
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Ver los términos y condicionesInstructor
Jesper Clement
Associate ProfessorDepartment of Marketing
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?
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