- Level Foundation
- المدة 19 ساعات hours
- الطبع بواسطة Copenhagen Business School
-
Offered by
عن
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.الوحدات
Introduction
1
Videos
- Introduction to Week 1 with Jesper Clement
Learning
5
Videos
- 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
1
Readings
- Articles for "Introduction to Neuromarketing"
Interview
1
Videos
- INTERVIEW - Peter Hartzbech, Founder & CEO, iMotions A/S, Denmark
Quiz
1
Assignment
- Introduction to Neuromarketing
Introduction
1
Videos
- Introduction to Week 2 with Jesper Clement
Learning
4
Videos
- 2.1 Visual Attention
- 2-2 Visual Perception
- 2-3 State of the Art
- 2-4 Equipment & Output
1
Readings
- Articles for "Eye-Tracking"
Interview
2
Videos
- Andrea Ciceri, PhD, Founder and President of SenseCatch, Italy
- Iyad Aldaqre, PhD, Data Scientist at SR LABS, Italy
Quiz
1
Assignment
- Eye-Tracking
Introduction
1
Videos
- Introduction to Week 3 with Jesper Clement
Learning
3
Videos
- 3-1 Arousal
- 3-2 Emotion
- 3-3 Self-Report Measure
1
Readings
- Articles for "Arousal and Emotions 1"
Interview
1
Videos
- Maurizio Mauri, PhD, researcher at TSW User Experience Lab of Milan, Italy
Quiz
1
Assignment
- Arousal & Emotions 1
Introduction
1
Videos
- Introduction to Week 4 with Jesper Clement
Learning
4
Videos
- 4-1 GSR
- 4-2 Pupillometry
- 4-3 Heart Rate
- 4-4 Facial Expression
1
Readings
- Articles for "Arousal and Emtions 2"
Interview
1
Videos
- Dr. Patrick H. Zimmerman, Behavioral Research Consultant at Noldus, Holland
Quiz
1
Assignment
- Arousal & Emotions 2
Introduction
1
Videos
- Introduction to Week 5 with Jesper Clement
Learning
4
Videos
- 5-1 Anatomy 101
- 5-2 Dual Process Theory
- 5-3 Deeper Parts
- 5-4 Building Blocks
1
Readings
- Articles for "Introduction to the Brain"
Interview
2
Videos
- 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)
Quiz
1
Assignment
- Introduction to the Brain
Introduction
1
Videos
- Introduction to Week 6 with Jesper Clement
Learning
5
Videos
- 6-1 EEG Theory
- 6-2 EEG Equipment
- 6-3 EEG Data Output
- 6-4 Scanner Techniques
- 6-5 fMRI Setup
1
Readings
- Articles for "Brain Scanning"
Interview
1
Videos
- Elvira Fischer, PhD, Product Specialist at iMotions A/S, Denmark
Quiz
1
Assignment
- Brain Scanning
Auto Summary
"The Neuromarketing Toolbox" is an engaging foundational course in Sales & Marketing, led by Coursera. It delves into advanced research tools for understanding consumer decisions beyond traditional methods, covering web-cameras, eye-tracking, and brain-scanners. Spanning 1140 minutes, the course includes a contemporary literature review of the field's recent developments. Subscription options are available in Starter and Professional tiers, making it ideal for marketing professionals seeking to enhance their research skills.

Jesper Clement