The Neuromarketing Toolbox

Copenhagen Business School

About this Course

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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.

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. 19 hours to complete

English

Subtitles: French, Portuguese (European), Russian, English, Spanish

Instructor

Instructor rating

4.72/5 (42 Ratings)

Jesper Clement

Associate Professor

Department of Marketing

5,132 Learners

1 Course

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. 19 hours to complete

English

Subtitles: French, Portuguese (European), Russian, English, Spanish

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

Week

Week 1

3 hours to complete

Week 1: Introduction to Neuromarketing

This week will give you an overview of the different measurement tools within neuromarketing.

3 hours to complete

7 videos (Total 39 min), 1 reading, 1 quiz

7 videos

Introduction to Week 1 with Jesper Clement1m

1.1 The Scope of Neuromarketing10m

1.2 Biometric & Neurometric1m

1.3 Biometric Measures pt. 15m

1.4 Biometric Measures pt. 25m

1.5 Neurometric Measures6m

INTERVIEW - Peter Hartzbech, Founder & CEO, iMotions A/S, Denmark8m

1 reading

Articles for "Introduction to Neuromarketing"2h 10m

1 practice exercise

Introduction to Neuromarketing10m

Week

Week 2

4 hours to complete

Week 2: Eye-Tracking

Eye-tracking measures visual attention and in this week you will get to know when and how the technique can be applied to research on visual perception.

4 hours to complete

7 videos (Total 42 min), 1 reading, 1 quiz

7 videos

Introduction to Week 2 with Jesper Clement1m

2.1 Visual Attention5m

2-2 Visual Perception5m

2-3 State of the Art4m

2-4 Equipment & Output7m

Andrea Ciceri, PhD, Founder and President of SenseCatch, Italy9m

Iyad Aldaqre, PhD, Data Scientist at SR LABS, Italy8m

1 reading

Articles for "Eye-Tracking"3h

1 practice exercise

Eye-Tracking10m

Week

Week 3

3 hours to complete

Week 3: Arousal & Emotions 1

In this week you will get to understanding arousal as the fundament of human behavior, and how it can be measured.

3 hours to complete

5 videos (Total 23 min), 1 reading, 1 quiz

5 videos

Introduction to Week 3 with Jesper Clement52s

3-1 Arousal5m

3-2 Emotion3m

3-3 Self-Report Measure4m

Maurizio Mauri, PhD, researcher at TSW User Experience Lab of Milan, Italy8m

1 reading

Articles for "Arousal and Emotions 1"2h

1 practice exercise

Arousal & Emotions 110m

Week

Week 4

3 hours to complete

Week 4: Arousal & Emotions 2

In this week you will learn about the specific techniques to measure arousal and emotional responses.

3 hours to complete

6 videos (Total 31 min), 1 reading, 1 quiz

6 videos

Introduction to Week 4 with Jesper Clement1m

4-1 GSR4m

4-2 Pupillometry5m

4-3 Heart Rate3m

4-4 Facial Expression6m

Dr. Patrick H. Zimmerman, Behavioral Research Consultant at Noldus, Holland9m

1 reading

Articles for "Arousal and Emtions 2"2h

1 practice exercise

Arousal & Emotions 210m

Frequently Asked Questions

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Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
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The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
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.
Is financial aid available?
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The Neuromarketing Toolbox

The Neuromarketing Toolbox