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.
Offered By
The Neuromarketing Toolbox
Copenhagen Business SchoolAbout this Course
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Flexible deadlines
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Beginner Level
Approx. 19 hours to complete
English
Subtitles: English
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: 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
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
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
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
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
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
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
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
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
Reviews
TOP REVIEWS FROM THE NEUROMARKETING TOOLBOX
by LSNov 29, 2019
Thank you, Prof. Jesper Clement for this outstanding course! It has been such a pleasure to acquire the latest knowledge of neuromarketing technics! The highest recommendations!
by PMSep 14, 2020
I absolutely fell in love with the subject, the content was practical, enriching and concise, I would definitely take it the course all over again.
by ASSep 17, 2020
Really interesting with visuals. Other university courses are not able to capture my attention like this one.
by DCJul 28, 2020
It was a good course with good videos and egraphy to read, I´m more interested in study how the brain works
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