Doing marketing research by asking people has been a common method and does still have advantages. On the other hand, if you want insights into the non-conscious interpretations of a consumer’s decision, then you need other research tools in your research toolbox. Neuromarketing makes use of such an extended toolbox, containing both technical equipment and ways of doing experimental research. The goal for this course is to give you an overview of this fast developing toolbox ranging from simple web-camera, to eye-tracking, and to complicated brain-scanners. The course guides you through a contemporary literature review, giving you insights into the last decades of development within this field of research.
提供方
The Neuromarketing Toolbox
哥本哈根商学院课程信息
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初级
完成时间大约为19 小时
英语（English）
字幕：英语（English）
可分享的证书
完成后获得证书
100% 在线
立即开始，按照自己的计划学习。
可灵活调整截止日期
根据您的日程表重置截止日期。
初级
完成时间大约为19 小时
英语（English）
字幕：英语（English）
提供方
哥本哈根商学院
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.
教学大纲 - 您将从这门课程中学到什么
完成时间为 3 小时
Week 1: Introduction to Neuromarketing
This week will give you an overview of the different measurement tools within neuromarketing.
完成时间为 3 小时
7 个视频 （总计 39 分钟）, 1 个阅读材料, 1 个测验
7 个视频
1.1 The Scope of Neuromarketing10分钟
1.2 Biometric & Neurometric1分钟
1.3 Biometric Measures pt. 15分钟
1.4 Biometric Measures pt. 25分钟
1.5 Neurometric Measures6分钟
INTERVIEW - Peter Hartzbech, Founder & CEO, iMotions A/S, Denmark8分钟
1 个阅读材料
Articles for "Introduction to Neuromarketing"2 小时 10 分
1 个练习
Introduction to Neuromarketing10分钟
完成时间为 4 小时
Week 2: Eye-Tracking
Eye-tracking measures visual attention and in this week you will get to know when and how the technique can be applied to research on visual perception.
完成时间为 4 小时
7 个视频 （总计 42 分钟）, 1 个阅读材料, 1 个测验
7 个视频
2.1 Visual Attention5分钟
2-2 Visual Perception5分钟
2-3 State of the Art4分钟
2-4 Equipment & Output7分钟
Andrea Ciceri, PhD, Founder and President of SenseCatch, Italy9分钟
Iyad Aldaqre, PhD, Data Scientist at SR LABS, Italy8分钟
1 个阅读材料
Articles for "Eye-Tracking"3小时
1 个练习
Eye-Tracking10分钟
完成时间为 3 小时
Week 3: Arousal & Emotions 1
In this week you will get to understanding arousal as the fundament of human behavior, and how it can be measured.
完成时间为 3 小时
5 个视频 （总计 23 分钟）, 1 个阅读材料, 1 个测验
5 个视频
3-1 Arousal5分钟
3-2 Emotion3分钟
3-3 Self-Report Measure4分钟
Maurizio Mauri, PhD, researcher at TSW User Experience Lab of Milan, Italy8分钟
1 个阅读材料
Articles for "Arousal and Emotions 1"2小时
1 个练习
Arousal & Emotions 110分钟
完成时间为 3 小时
Week 4: Arousal & Emotions 2
In this week you will learn about the specific techniques to measure arousal and emotional responses.
完成时间为 3 小时
6 个视频 （总计 31 分钟）, 1 个阅读材料, 1 个测验
6 个视频
4-1 GSR4分钟
4-2 Pupillometry5分钟
4-3 Heart Rate3分钟
4-4 Facial Expression6分钟
Dr. Patrick H. Zimmerman, Behavioral Research Consultant at Noldus, Holland9分钟
1 个阅读材料
Articles for "Arousal and Emtions 2"2小时
1 个练习
Arousal & Emotions 210分钟
审阅
来自THE NEUROMARKETING TOOLBOX的热门评论
由 LS 提供Nov 29, 2019
Thank you, Prof. Jesper Clement for this outstanding course! It has been such a pleasure to acquire the latest knowledge of neuromarketing technics! The highest recommendations!
由 PB 提供Apr 22, 2020
Very Explanatory and highly relevant course for a marketer of this century
由 PY 提供Jun 17, 2020
it was really great and all-new insights into the marketing
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