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.
Для кого этот курс: This class is for anyone with a keen interest in understanding consumer psychology and choice. Both students and practitioners with little or no prior knowledge of neuroscience are welcome. Prior training in economics, psychology or related disciplines are not mandatory but recommended.
Автор: Copenhagen Business School
Преподаватели: 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
| Уровень | Начинающий |
| Выполнение | 6 weeks of study, 5-6 hours/week |
| Язык | English |
| Как пройти курс | Чтобы пройти курс, выполните все оцениваемые задания. |
| Оценки пользователей |
Программа курса
НЕДЕЛЯ 1
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 видео, 2 материала для самостоятельного изучения
- Reading: Main Course Readings
- Reading: Module 1 - What is Neuromarketing all About?
- Видео: An Overview of the Brain
- Видео: Case: Knutson et al + Pessiglione et al, method = fMRI
- Видео: PET and MR Scanners
Оцениваемый: What is Neuromarketing all About?
НЕДЕЛЯ 2
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.
4 видео, 1 материал для самостоятельного изучения
- Reading: Module 2 - Attention & Consciousness.
- Видео: Interview with Kyle Nel
- Видео: Tools - Neurovision
- Видео: Studies & Methods - Attention & Consciousness
Оцениваемый: Attention & Consciousness
НЕДЕЛЯ 3
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?
5 видео, 1 материал для самостоятельного изучения
- Reading: Module 3 - Sensory Neuromarketing
- Видео: Studies & Methods - Sensory Load Chart
- Видео: iMotions - Interview with Peter Hartzbech
- Видео: Interview with Per Møller part 1
- Видео: Interview with Per Møller part 2
Оцениваемый: Sensory Neuromarketing
НЕДЕЛЯ 4
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?
4 видео, 1 материал для самостоятельного изучения
- Reading: Module 4 - Emotions & Feelings, Wanting & Liking
- Видео: Case: Kirk et al + Ramsøy EEG, metode = EEG
- Видео: Interview with Steve Genco
- Видео: EEG method
Оцениваемый: Emotions & Feelings, Wanting & Liking
НЕДЕЛЯ 5
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/).
3 видео, 1 материал для самостоятельного изучения
- Reading: Module 5 - Learning & Memory
- Видео: Case: McClure et al + , metode = eye-tracking + memory test
- Видео: Interview with Richard Silberstein
Оцениваемый: Learning & Memory
НЕДЕЛЯ 6
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.
4 видео, 1 материал для самостоятельного изучения
- Reading: Module 6 - Neuroethics and Consumer Aberrations
- Видео: Interview with Jan Trzaskowksi
- Видео: Interview with Carl Marci
- Видео: Is Neuromarketing Unethical?
- Examen par les pairs: Final Assignment
Часто задаваемые вопросы
Как это работает
Travail en cours
Chaque cours fonctionne comme un manuel interactif en proposant des vidéos préenregistrées, des quiz et des projets.
Aide de la part de vos pairs
Connectez-vous à des milliers d'autres étudiants et débattez sur des idées, discutez le contenu du cours et obtenez de l'aide pour en maîtriser les concepts.
Certificats
Obtenez une reconnaissance officielle pour votre travail et partagez votre réussite avec vos amis, vos collègues et vos employeurs.
Авторы
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.
Рейтинги и отзывы
Interesting course! It offers some great tools and theoretical insights, as well as interviews with both academics and practitioners. A area for improvement are the articles: they can be hard to follow (mainly the mathematical models). A suggestion would be some supplementary materials to help the reader to deal with the jargon and the unfamiliar methodologies.
Very well presented and easy to learn. I hope to learn more about practical use of neuroscience in marketing in the future!
Fue un buen curso, lo recomiendo para cualquier persona que tenga por lo menos conocimientos básicos de psicología, psicofisiología o neurología general, ya que muchos de los terminos utilizados estan basados en las anteriores mencionadas, sin embargo, la pedagogía es lo suficientemente buena para que cualquier persona lo pueda aprender.
Coursera делает лучшее в мире образование доступным каждому, предлагая онлайн-курсы от ведущих университетов и организаций.
© Coursera Inc., 2018 Все права защищены.
KP
Very interesting course. It offers an important overview of general aspects related to what neuromarketing is all about.