Informações sobre o curso
4.6
767 classificações
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197 avaliações
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

Nível iniciante

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Approx. 7 hours to complete

Sugerido: 6 weeks of study, 5-6 hours/week...
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English

Legendas: English...

Habilidades que você terá

Consumer BehaviourMarketingConsumer NeuroscienceNeuromarketing
Globe

cursos 100% online

Comece imediatamente e aprenda em seu próprio cronograma.
Calendar

Prazos flexíveis

Redefinir os prazos de acordo com sua programação.
Beginner Level

Nível iniciante

Clock

Approx. 7 hours to complete

Sugerido: 6 weeks of study, 5-6 hours/week...
Comment Dots

English

Legendas: English...

Programa - O que você aprenderá com este curso

Week
1
Clock
4 horas para concluir

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 vídeos (Total de 30 min), 2 leituras, 1 teste
Video4 videos
Introduction to this Course6min
An Overview of the Brain7min
Case: Knutson et al + Pessiglione et al, method = fMRI11min
PET and MR Scanners4min
Reading2 leituras
Main Course Readings10min
Module 1 - What is Neuromarketing all About?10min
Quiz1 exercício prático
What is Neuromarketing all About?10min
Week
2
Clock
5 horas para concluir

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 vídeos (Total de 68 min), 1 leitura, 1 teste
Video4 videos
Attention & Consciousness17min
Interview with Kyle Nel24min
Tools - Neurovision14min
Studies & Methods - Attention & Consciousness11min
Reading1 leituras
Module 2 - Attention & Consciousness.15min
Quiz1 exercício prático
Attention & Consciousness10min
Week
3
Clock
4 horas para concluir

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 vídeos (Total de 65 min), 1 leitura, 1 teste
Video5 videos
Sensory Neuromarketing13min
Studies & Methods - Sensory Load Chart9min
iMotions - Interview with Peter Hartzbech15min
Interview with Per Møller part 119min
Interview with Per Møller part 27min
Reading1 leituras
Module 3 - Sensory Neuromarketing30min
Quiz1 exercício prático
Sensory Neuromarketing10min
Week
4
Clock
5 horas para concluir

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 vídeos (Total de 76 min), 1 leitura, 1 teste
Video4 videos
Emotions & Feelings, Wanting & Liking11min
Case: Kirk et al + Ramsøy EEG, metode = EEG20min
Interview with Steve Genco34min
EEG method9min
Reading1 leituras
Module 4 - Emotions & Feelings, Wanting & Liking20min
Quiz1 exercício prático
Emotions & Feelings, Wanting & Liking10min
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Melhores avaliações

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

Instrutores

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

Sobre 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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