About this Course

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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.

Learner Career Outcomes

34%

started a new career after completing these courses

25%

got a tangible career benefit from this course

12%

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: Arabic, French, Portuguese (European), Chinese (Simplified), Italian, Vietnamese, Korean, German, Russian, Turkish, English, Spanish

Skills you will gain

Consumer BehaviourMarketingConsumer NeuroscienceNeuromarketing

Learner Career Outcomes

34%

started a new career after completing these courses

25%

got a tangible career benefit from this course

12%

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: Arabic, French, Portuguese (European), Chinese (Simplified), Italian, Vietnamese, Korean, German, Russian, Turkish, English, Spanish

Instructor

Instructor rating

4.79/5 (367 Ratings)

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

96,008 Learners

1 Course

Syllabus - What you will learn from this course

Content Rating96%(8,624 ratings)

Week

1

Week 1

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

Introduction to this Course6m

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

Week

2

Week 2

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

Attention & Consciousness17m

Interview with Kyle Nel24m

Tools - Neurovision14m

Studies & Methods - Attention & Consciousness11m

1 reading

Module 2 - Attention & Consciousness.3h 15m

1 practice exercise

Attention & Consciousness10m

Week

3

Week 3

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

Sensory Neuromarketing13m

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 Neuromarketing30m

Week

4

Week 4

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

Emotions & Feelings, Wanting & Liking11m

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

Week

5

Week 5

4 hours to complete

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 memory, and can we be affected unconsciously by our memories? How can we measure memory effects, and what is the relationship between brand equity and the brain?

4 hours to complete

3 videos (Total 87 min), 1 reading, 1 quiz

3 videos

Learning & Memory13m

Case: McClure et al + , metode = eye-tracking + memory test16m

Interview with Richard Silberstein56m

1 reading

Module 5 - Learning & Memory2h 45m

1 practice exercise

Learning & Memory10m

Week

6

Week 6

4 hours to complete

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. This module, we will focus on some of these issues, and combine them with the ethical aspects that we face when talking neuro. This module we also end off with two interviews: one with Prof. Jan Trzaskowksi at the CBS, who is working on marketing and the law, where we discuss what the ethical and legal aspects of neuromarketing is. As you will see, Jan has a very particular take on this that I am sure you will find interesting. Our second interview is with Carl Marci, who is the Co-Founder and Chief Science Officer of Innerscope Research (http://innerscoperesearch.com/) on his background and their take on neuromarketing and consumer neuroscience.

4 hours to complete

4 videos (Total 82 min), 1 reading, 1 quiz

4 videos

Neuroethics and Consumer Aberrations4m

Interview with Jan Trzaskowksi30m

Interview with Carl Marci42m

Is Neuromarketing Unethical?4m

1 reading

Module 6 - Neuroethics and Consumer Aberrations1h 30m

Frequently Asked Questions

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What will I get if I purchase the Certificate?
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Will I earn university credit for completing the Course?
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An Introduction to Consumer Neuroscience & Neuromarketing