Об этом курсе
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.
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Только онлайн-курсы

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Beginner Level

Начальный уровень

Clock

Approx. 8 hours to complete

Предполагаемая нагрузка: 6 weeks of study, 5-6 hours/week
Comment Dots

English

Субтитры: English

Приобретаемые навыки

Consumer BehaviourMarketingMarket ResearchPsychology
Globe

Только онлайн-курсы

Начните сейчас и учитесь по собственному графику.
Beginner Level

Начальный уровень

Clock

Approx. 8 hours to complete

Предполагаемая нагрузка: 6 weeks of study, 5-6 hours/week
Comment Dots

English

Субтитры: English

Syllabus - What you will learn from this course

1

Section
Clock
4 hours to complete

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....
Reading
4 videos (Total 30 min), 2 readings, 1 quiz
Video4 videos
An Overview of the Brain7m
Case: Knutson et al + Pessiglione et al, method = fMRI11m
PET and MR Scanners4m
Reading2 readings
Main Course Readings10m
Module 1 - What is Neuromarketing all About?10m
Quiz1 practice exercises
What is Neuromarketing all About?10m

2

Section
Clock
5 hours to complete

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....
Reading
4 videos (Total 68 min), 1 reading, 1 quiz
Video4 videos
Interview with Kyle Nel24m
Tools - Neurovision14m
Studies & Methods - Attention & Consciousness11m
Reading1 readings
Module 2 - Attention & Consciousness.15m
Quiz1 practice exercises
Attention & Consciousness10m

3

Section
Clock
4 hours to complete

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?...
Reading
5 videos (Total 65 min), 1 reading, 1 quiz
Video5 videos
Studies & Methods - Sensory Load Chart9m
iMotions - Interview with Peter Hartzbech15m
Interview with Per Møller part 119m
Interview with Per Møller part 27m
Reading1 readings
Module 3 - Sensory Neuromarketing30m
Quiz1 practice exercises
Sensory Neuromarketing10m

4

Section
Clock
5 hours to complete

Emotions & 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?...
Reading
4 videos (Total 76 min), 1 reading, 1 quiz
Video4 videos
Case: Kirk et al + Ramsøy EEG, metode = EEG20m
Interview with Steve Genco34m
EEG method9m
Reading1 readings
Module 4 - Emotions & Feelings, Wanting & Liking20m
Quiz1 practice exercises
Emotions & Feelings, Wanting & Liking10m

5

Section
Clock
4 hours to complete

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? This module, we also have an interview with Prof. Richard Silberstein, who shares his view on neuromarketing and consumer neuroscience. Prof. Silberstein is the Founder and chairman of the neuromarketing company Neuro-Insight (http://www.neuro-insight.com/)....
Reading
3 videos (Total 87 min), 1 reading, 1 quiz
Video3 videos
Case: McClure et al + , metode = eye-tracking + memory test16m
Interview with Richard Silberstein56m
Reading1 readings
Module 5 - Learning & Memory45m
Quiz1 practice exercises
Learning & Memory10m

6

Section
Clock
5 hours to complete

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. ...
Reading
4 videos (Total 82 min), 1 reading, 1 quiz
Video4 videos
Interview with Jan Trzaskowksi30m
Interview with Carl Marci42m
Is Neuromarketing Unethical?4m
Reading1 readings
Module 6 - Neuroethics and Consumer Aberrations30m
4.6
Direction Signs

20%

started a new career after completing these courses

Top Reviews

By MASep 10th 2017

Good coverage of the different areas and state of the art of neuroscience. Great examples and presentation of studies allow students to link to scientific concepts to daily pratice.

By AMMay 8th 2017

The best experience of my life was the opportunity to enjoy this course. Was a lot of information that I'll pass to my studies and finish my undergraduate thesis. Thank you all.

Instructor

Avatar

Thomas Zoëga Ramsøy

PhD in Neurobiology, Certified Neuropsychologist & Assistant Professor in Marketing & Neuroscience

About Copenhagen Business School

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. ...

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