Informações principais
Sobre o conteúdo
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.
Programa de estudos
- 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. ...
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
Criador do conteúdo
Plataforma
A Coursera é uma empresa digital que oferece um curso on-line massivo e aberto, fundado pelos professores de computação Andrew Ng e Daphne Koller Stanford University, localizado em Mountain View, Califórnia.
O Coursera trabalha com as melhores universidades e organizações para disponibilizar alguns dos seus cursos on-line e oferece cursos em várias disciplinas, incluindo: física, engenharia, humanidades, medicina, biologia, ciências sociais, matemática, negócios, ciência da computação, marketing digital, ciência de dados. e outros assuntos.Cours
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
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
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.
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.
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.
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.
