Об этом курсе
4.6
713 ratings
185 reviews
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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Beginner Level

Начальный уровень

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

Прибл. 8 ч. на завершение
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English

Субтитры: English

Приобретаемые навыки

Consumer BehaviourNeuromarketingConsumer NeuroscienceMarketing
Globe

Только онлайн-курсы

Начните сейчас и учитесь по собственному графику.
Calendar

Гибкие сроки

Назначьте сроки сдачи в соответствии со своим графиком.
Beginner Level

Начальный уровень

Clock

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

Прибл. 8 ч. на завершение
Comment Dots

English

Субтитры: English

Программа курса: что вы изучите

1

Раздел
Clock
4 ч. на завершение

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 видео (всего 30 мин.), 2 материалов для самостоятельного изучения, 1 тест
Video4 видео
An Overview of the Brain7мин
Case: Knutson et al + Pessiglione et al, method = fMRI11мин
PET and MR Scanners4мин
Reading2 материала для самостоятельного изучения
Main Course Readings10мин
Module 1 - What is Neuromarketing all About?10мин
Quiz1 практическое упражнение
What is Neuromarketing all About?10мин

2

Раздел
Clock
5 ч. на завершение

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 видео (всего 68 мин.), 1 материал для самостоятельного изучения, 1 тест
Video4 видео
Interview with Kyle Nel24мин
Tools - Neurovision14мин
Studies & Methods - Attention & Consciousness11мин
Reading1 материал для самостоятельного изучения
Module 2 - Attention & Consciousness.15мин
Quiz1 практическое упражнение
Attention & Consciousness10мин

3

Раздел
Clock
4 ч. на завершение

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 видео (всего 65 мин.), 1 материал для самостоятельного изучения, 1 тест
Video5 видео
Studies & Methods - Sensory Load Chart9мин
iMotions - Interview with Peter Hartzbech15мин
Interview with Per Møller part 119мин
Interview with Per Møller part 27мин
Reading1 материал для самостоятельного изучения
Module 3 - Sensory Neuromarketing30мин
Quiz1 практическое упражнение
Sensory Neuromarketing10мин

4

Раздел
Clock
5 ч. на завершение

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 видео (всего 76 мин.), 1 материал для самостоятельного изучения, 1 тест
Video4 видео
Case: Kirk et al + Ramsøy EEG, metode = EEG20мин
Interview with Steve Genco34мин
EEG method9мин
Reading1 материал для самостоятельного изучения
Module 4 - Emotions & Feelings, Wanting & Liking20мин
Quiz1 практическое упражнение
Emotions & Feelings, Wanting & Liking10мин
4.6
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20%

начал новую карьеру, пройдя эти курсы

Лучшие рецензии

автор: MPJul 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

автор: ASMay 1st 2018

This was the first online course I did that actually teaches something. Very well prepared, nice content, superb references and lectures. I will certainly recommend to my peers

Преподаватель

Thomas Zoëga Ramsøy

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

О 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. ...

Часто задаваемые вопросы

  • Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.

  • 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.

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