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.
Uma introdução à neurociência do consumidor e ao neuromarketing
oferecido por
Copenhagen Business School
Informações sobre o curso
4.6
842 classificações
Habilidades que você terá
Consumer BehaviourMarketingConsumer NeuroscienceNeuromarketing
Programa - O que você aprenderá com este curso
Semana
1What 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 vídeos (total de (Total 30 mín.) min), 2 leituras, 1 teste
4 videos
An Overview of the Brain7min
Case: Knutson et al + Pessiglione et al, method = fMRI11min
PET and MR Scanners4min
2 leituras
Main Course Readings10min
Module 1 - What is Neuromarketing all About?10min
1 exercício prático
What is Neuromarketing all About?10min
Semana
2Attention & 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 vídeos (total de (Total 68 mín.) min), 1 leitura, 1 teste
4 videos
Interview with Kyle Nel24min
Tools - Neurovision14min
Studies & Methods - Attention & Consciousness11min
1 leituras
Module 2 - Attention & Consciousness.15min
1 exercício prático
Attention & Consciousness10min
Semana
3Sensory 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 vídeos (total de (Total 65 mín.) min), 1 leitura, 1 teste
5 videos
Studies & Methods - Sensory Load Chart9min
iMotions - Interview with Peter Hartzbech15min
Interview with Per Møller part 119min
Interview with Per Møller part 27min
1 leituras
Module 3 - Sensory Neuromarketing30min
1 exercício prático
Sensory Neuromarketing10min
Semana
4Emotions & 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 vídeos (total de (Total 76 mín.) min), 1 leitura, 1 teste
4 videos
Case: Kirk et al + Ramsøy EEG, metode = EEG20min
Interview with Steve Genco34min
EEG method9min
1 leituras
Module 4 - Emotions & Feelings, Wanting & Liking20min
1 exercício prático
Emotions & Feelings, Wanting & Liking10min
37%
comecei uma nova carreira após concluir estes cursos
31%
consegui um benefício significativo de carreira com este curso
17%
recebi um aumento ou promoção
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 & NeuroscienceHead 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.
Perguntas Frequentes – FAQ
Quando terei acesso às palestras e às tarefas?
Ao se inscrever para um Certificado, você terá acesso a todos os vídeos, testes e tarefas de programação (se aplicável). Tarefas avaliadas pelos colegas apenas podem ser enviadas e avaliadas após o início da sessão. Caso escolha explorar o curso sem adquiri-lo, talvez você não consiga acessar certas tarefas.
O que recebo ao adquirir o Certificado?
Quando você adquire o Certificado, ganha acesso a todo o material do curso, incluindo avaliações com nota atribuída. Após concluir o curso, seu Certificado eletrônico será adicionado à sua página de Participações e você poderá imprimi-lo ou adicioná-lo ao seu perfil no LinkedIn. Se quiser apenas ler e assistir o conteúdo do curso, você poderá frequentá-lo como ouvinte sem custo.
Qual é a política de reembolso?
Existe algum auxílio financeiro disponível?
Mais dúvidas? Visite o Central de Ajuda ao Aprendiz.
O Coursera proporciona acesso universal à melhor educação do mundo fazendo parcerias com as melhores universidades e organizações para oferecer cursos on-line.
© 2019 Coursera Inc. Todos os direitos reservados.
