课程信息
4.6
716 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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100% 在线课程

立即开始,按照自己的计划学习。
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Beginner Level

初级

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建议:6 weeks of study, 5-6 hours/week

完成时间大约为8 小时
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English

字幕:English

您将获得的技能

Consumer BehaviourNeuromarketingConsumer NeuroscienceMarketing
Globe

100% 在线课程

立即开始,按照自己的计划学习。
Calendar

可灵活调整截止日期

根据您的日程表重置截止日期。
Beginner Level

初级

Clock

建议:6 weeks of study, 5-6 hours/week

完成时间大约为8 小时
Comment Dots

English

字幕:English

教学大纲 - 您将从这门课程中学到什么

1

章节
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完成时间为 4 小时

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 个视频(共 30 分钟), 2 个阅读材料, 1 个测验
Video4 个视频
An Overview of the Brain7分钟
Case: Knutson et al + Pessiglione et al, method = fMRI11分钟
PET and MR Scanners4分钟
Reading2 个阅读材料
Main Course Readings10分钟
Module 1 - What is Neuromarketing all About?10分钟
Quiz1 个练习
What is Neuromarketing all About?10分钟

2

章节
Clock
完成时间为 5 小时

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 个视频(共 68 分钟), 1 个阅读材料, 1 个测验
Video4 个视频
Interview with Kyle Nel24分钟
Tools - Neurovision14分钟
Studies & Methods - Attention & Consciousness11分钟
Reading1 个阅读材料
Module 2 - Attention & Consciousness.15分钟
Quiz1 个练习
Attention & Consciousness10分钟

3

章节
Clock
完成时间为 4 小时

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 个视频(共 65 分钟), 1 个阅读材料, 1 个测验
Video5 个视频
Studies & Methods - Sensory Load Chart9分钟
iMotions - Interview with Peter Hartzbech15分钟
Interview with Per Møller part 119分钟
Interview with Per Møller part 27分钟
Reading1 个阅读材料
Module 3 - Sensory Neuromarketing30分钟
Quiz1 个练习
Sensory Neuromarketing10分钟

4

章节
Clock
完成时间为 5 小时

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 个视频(共 76 分钟), 1 个阅读材料, 1 个测验
Video4 个视频
Case: Kirk et al + Ramsøy EEG, metode = EEG20分钟
Interview with Steve Genco34分钟
EEG method9分钟
Reading1 个阅读材料
Module 4 - Emotions & Feelings, Wanting & Liking20分钟
Quiz1 个练习
Emotions & Feelings, Wanting & Liking10分钟
4.6
Direction Signs

20%

完成这些课程后已开始新的职业生涯

热门审阅

创建者 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

创建者 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

讲师

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

关于 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. ...

常见问题

  • 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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