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.
An Introduction to Consumer Neuroscience & Neuromarketing
Offered By
Copenhagen Business School
About this Course
4.6
848 ratings
Skills you will gain
Consumer BehaviourMarketingConsumer NeuroscienceNeuromarketing
Syllabus - What you will learn from this course
Week
14 hours to complete
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 insights into what neuroscience has to offer in relationship with more traditional methods.
4 videos (Total 30 min), 2 readings, 1 quiz
4 videos
An Overview of the Brain7m
Case: Knutson et al + Pessiglione et al, method = fMRI11m
PET and MR Scanners4m
2 readings
Main Course Readings10m
Module 1 - What is Neuromarketing all About?10m
1 practice exercise
What is Neuromarketing all About?10m
Week
25 hours to complete
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.
4 videos (Total 68 min), 1 reading, 1 quiz
4 videos
Interview with Kyle Nel24m
Tools - Neurovision14m
Studies & Methods - Attention & Consciousness11m
1 reading
Module 2 - Attention & Consciousness.15m
1 practice exercise
Attention & Consciousness10m
Week
34 hours to complete
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? What tools do we have for assessing the use of senses, and how they affect consumers?
5 videos (Total 65 min), 1 reading, 1 quiz
5 videos
Studies & Methods - Sensory Load Chart9m
iMotions - Interview with Peter Hartzbech15m
Interview with Per Møller part 119m
Interview with Per Møller part 27m
1 reading
Module 3 - Sensory Neuromarketing30m
1 practice exercise
Sensory Neuromarketing10m
Week
45 hours to complete
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 preference and choice. Indeed, unconscious emotional responses may turn out to be driving consumer choice to the same - or even larger - degree than conscious feelings. Are conscious feelings a mere after-the-fact rationalization upon conscious choice?
4 videos (Total 76 min), 1 reading, 1 quiz
4 videos
Case: Kirk et al + Ramsøy EEG, metode = EEG20m
Interview with Steve Genco34m
EEG method9m
1 reading
Module 4 - Emotions & Feelings, Wanting & Liking20m
1 practice exercise
Emotions & Feelings, Wanting & Liking10m
4.6
221 Reviews37%
started a new career after completing these courses
31%
got a tangible career benefit from this course
17%
got a pay increase or promotion
Top Reviews
By MP•Jul 15th 2018
Great course if you are a beginner in the domain of neuromarketing. Explained in a very simple language. Will definitely recommend it to anyone who wants to start learning about neuromarketing
By MP•Mar 2nd 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
Instructor
Thomas Zoëga Ramsøy
PhD in Neurobiology, Certified Neuropsychologist & Assistant Professor in Marketing & NeuroscienceHead 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
About Copenhagen Business School
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.
Frequently Asked Questions
When will I have access to the lectures and assignments?
Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.
What will I get if I purchase the Certificate?
When you purchase a Certificate you get access to all course materials, including graded assignments. Upon completing the course, your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
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Is financial aid available?
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