Course Summary
Neuromarketing is the science of understanding consumer behavior by examining the brain's response to marketing stimuli. This course provides an introduction to the neuromarketing toolbox and how it can be applied to enhance marketing strategies.Key Learning Points
- Learn how to use neuroscience to optimize marketing campaigns
- Understand the psychological factors that influence consumer behavior
- Explore the latest tools and techniques used in neuromarketing research
Related Topics for further study
Learning Outcomes
- Understand the basics of neuromarketing and how it can be applied to marketing campaigns
- Learn how to use tools and techniques to measure consumer behavior
- Develop a deeper understanding of the psychological factors that influence consumer decision making
Prerequisites or good to have knowledge before taking this course
- Basic knowledge of marketing concepts
- Familiarity with research methods
Course Difficulty Level
IntermediateCourse Format
- Online self-paced
- Video lectures
- Assignments
Similar Courses
- Marketing Analytics
- Consumer Neuroscience and Neuromarketing
- Digital Marketing
Related Education Paths
Notable People in This Field
- Author and Speaker
- Author and Speaker
Related Books
Description
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.
Outline
- Week 1: Introduction to Neuromarketing
- Introduction to Week 1 with Jesper Clement
- 1.1 The Scope of Neuromarketing
- 1.2 Biometric & Neurometric
- 1.3 Biometric Measures pt. 1
- 1.4 Biometric Measures pt. 2
- 1.5 Neurometric Measures
- INTERVIEW - Peter Hartzbech, Founder & CEO, iMotions A/S, Denmark
- Articles for "Introduction to Neuromarketing"
- Introduction to Neuromarketing
- Week 2: Eye-Tracking
- Introduction to Week 2 with Jesper Clement
- 2.1 Visual Attention
- 2-2 Visual Perception
- 2-3 State of the Art
- 2-4 Equipment & Output
- Andrea Ciceri, PhD, Founder and President of SenseCatch, Italy
- Iyad Aldaqre, PhD, Data Scientist at SR LABS, Italy
- Articles for "Eye-Tracking"
- Eye-Tracking
- Week 3: Arousal & Emotions 1
- Introduction to Week 3 with Jesper Clement
- 3-1 Arousal
- 3-2 Emotion
- 3-3 Self-Report Measure
- Maurizio Mauri, PhD, researcher at TSW User Experience Lab of Milan, Italy
- Articles for "Arousal and Emotions 1"
- Arousal & Emotions 1
- Week 4: Arousal & Emotions 2
- Introduction to Week 4 with Jesper Clement
- 4-1 GSR
- 4-2 Pupillometry
- 4-3 Heart Rate
- 4-4 Facial Expression
- Dr. Patrick H. Zimmerman, Behavioral Research Consultant at Noldus, Holland
- Articles for "Arousal and Emtions 2"
- Arousal & Emotions 2
- Week 5: Introduction to the Brain
- Introduction to Week 5 with Jesper Clement
- 5-1 Anatomy 101
- 5-2 Dual Process Theory
- 5-3 Deeper Parts
- 5-4 Building Blocks
- Professor Vincenzo Russo, PhD, Head of Neuromarketing Behavior and BrainLab at IULM, Milan, Italy 8 (Interview)
- Professor Vincenzo Russo, PhD, Head of Neuromarketing Behavior and BrainLab at IULM, Milan, Italy (Presentation)
- Articles for "Introduction to the Brain"
- Introduction to the Brain
- Week 6: Brain Scanning
- Introduction to Week 6 with Jesper Clement
- 6-1 EEG Theory
- 6-2 EEG Equipment
- 6-3 EEG Data Output
- 6-4 Scanner Techniques
- 6-5 fMRI Setup
- Elvira Fischer, PhD, Product Specialist at iMotions A/S, Denmark
- Articles for "Brain Scanning"
- Brain Scanning
Summary of User Reviews
Learn about the Neuromarketing Toolbox on Coursera to enhance your marketing skills using the latest insights from neuroscience. The course has received positive reviews from users who found it informative and engaging. Many users appreciated the practical applications of the concepts taught in the course.Key Aspect Users Liked About This Course
Practical applications of the concepts taughtPros from User Reviews
- Informative and engaging course material
- Practical applications of concepts taught
- The course is well-structured and easy to follow
Cons from User Reviews
- Course material can be repetitive at times
- Some users found the course to be too basic
- Limited interaction with the instructor
Jesper Clement
4.8 Raiting
Marketing Psychology: How To Influence Customers To Buy Now
- 4.2
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Discover 5 Kick-Ass Psychological Secrets Used by Extremely Successful Companies And Online Entrepreneurs MARKETING PSYCHOLOGY: INFLUENCE CUSTOMERS TO BUY NOW! "...
The Neuromarketing Toolbox
- 4.8
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Doing marketing research by asking people has been a common method and does still have advantages. Week 1: Introduction to Neuromarketing...
