list 6 séquences
assignment Niveau : Introductif
label Marketing
chat_bubble_outline Langue : Anglais
card_giftcard 18 points
4.5 /5
Avis de la communauté
55 avis

Les infos clés

credit_card Formation gratuite
verified_user Certification payante
timer 30 heures de cours

En résumé

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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Le programme

  • Week 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 i...
  • Week 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.
  • Week 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? ...
  • Week 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 pr...
  • Week 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 ...
  • Week 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. ...
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Les intervenants

  • 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
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Le concepteur

Centrally located in Copenhagen, the capital of Denmark, Copenhagen Business School (CBS) is one of the largest business schools in Europe with close to 20,000 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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La plateforme

Coursera est une entreprise numérique proposant des formation en ligne ouverte à tous fondée par les professeurs d'informatique Andrew Ng et Daphne Koller de l'université Stanford, située à Mountain View, Californie.

Ce qui la différencie le plus des autres plateformes MOOC, c'est qu'elle travaille qu'avec les meilleures universités et organisations mondiales et diffuse leurs contenus sur le web.

Avis de la communauté
4.5 /5 Moyenne
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4.5/5
Plateforme
4.5/5
Animation
4.5/5
Le meilleur avis

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

le 2 mars 2018
Quelle note donnez-vous à cette ressource ?
Contenu
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le 2 mars 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

le 24 février 2018

I am using this course for research across global Biometrics industry domains and find it exemplary. The author's presentation, choice and use of course materials for his intended audience is challenging and intriguing. Audience achievement is possible with diligent and attentive course work.

le 12 février 2018

The course is really excellent! It brings great concepts and explanations of a complex issue making it look easy. The presentation of various kinds of softwares and technological solutions is the high point of the course, besides of course provides videos of interviews with excellent researches in the field.

le 23 janvier 2018

Some of the readings where quite technical in nature and went very in depth into the specifics of the experiments, so it was challenging to read them, nonetheless, it was a very rewarding experience and I hope to apply this new knowledge with my clients.

le 8 janvier 2018

While the readings are pretty intense, and require a lot of time, the video content and quality of information is high and worth the time investment.