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
Copenhagen Business SchoolAbout this Course
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Learner Career Outcomes
46%
started a new career after completing these courses
37%
got a tangible career benefit from this course
18%
got a pay increase or promotion
Shareable Certificate
Earn a Certificate upon completion
100% online
Start instantly and learn at your own schedule.
Flexible deadlines
Reset deadlines in accordance to your schedule.
Beginner Level
Approx. 26 hours to complete
English
Subtitles: English
Skills you will gain
Consumer BehaviourMarketingConsumer NeuroscienceNeuromarketing
Learner Career Outcomes
46%
started a new career after completing these courses
37%
got a tangible career benefit from this course
18%
got a pay increase or promotion
Shareable Certificate
Earn a Certificate upon completion
100% online
Start instantly and learn at your own schedule.
Flexible deadlines
Reset deadlines in accordance to your schedule.
Beginner Level
Approx. 26 hours to complete
English
Subtitles: English
Offered by
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.
Syllabus - What you will learn from this course
4 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 hours to complete
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?3h 10m
1 practice exercise
What is Neuromarketing all About?10m
5 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.
5 hours to complete
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.3h 15m
1 practice exercise
Attention & Consciousness10m
4 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?
4 hours to complete
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 Neuromarketing2h 30m
1 practice exercise
Sensory Neuromarketing10m
5 hours to complete
Emotions & Feelings, Wanting & Liking
In this module, everything is about emotions and feelings, and the relationship between emotions and preference.
5 hours to complete
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 & Liking3h 20m
1 practice exercise
Emotions & Feelings, Wanting & Liking10m
Reviews
TOP REVIEWS FROM AN INTRODUCTION TO CONSUMER NEUROSCIENCE & NEUROMARKETING
by PLJun 23, 2020
This was truly a deep and research-oriented course. This helped me in getting ahead with so much knowledge and skills. Thank you, CBS for coming up with something so creative and innovative like this!
by CMay 27, 2020
Great course! I really learnt so much and great lecturer! I enjoyed it so much! Thank you for this course and i would definitely recommend it to anyone interested in neuroscience and marketing.
by MPJul 14, 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 TMJul 4, 2020
Great course on this emerging technology on the areas of the brain and decision making process , would be good if there is a summary of these long interviews instead, and more interactive work
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