Foundations of Neuroscience

Foundations of Neuroscience

This course is part of Neuromarketing Specialization

Instructors: Ian McCulloh

Access provided by ExxonMobil

7,196 already enrolled

5 modules

Gain insight into a topic and learn the fundamentals.

39 reviews

Intermediate level

Recommended experience

2 weeks to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

5 modules

Gain insight into a topic and learn the fundamentals.

39 reviews

Intermediate level

Recommended experience

2 weeks to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

What you'll learn

Understand neural anatomy, key brain regions, and their roles in influence, persuasion, sensory perception, and executive function.
Analyze sensory systems and perception phenomena, including top-down and bottom-up processing, with applications to influence campaigns.
Examine memory processes such as declarative, procedural, and priming, and their role in cognitive tasks like engagement, attention, and workload.
Evaluate emotional processing and decision-making theories, comparing System 1 and System 2 responses using neuroscience measurement techniques.

Skills you'll gain

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Assessments

12 assignments

Taught in English

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This course is part of the Neuromarketing Specialization

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There are 5 modules in this course

The course "Foundations of Neuroscience" delves into the neural and biological foundations of influence and persuasion, providing a comprehensive understanding of how the brain processes sensory, emotional, and cognitive information. You will explore key brain regions and their role in decision-making, memory, attention, and emotion, essential for effective communication strategies. By gaining hands-on experience with neuroscience measurement techniques, you will learn to assess the impact of influence campaigns through implicit and explicit methods.

What sets this course apart is its focus on bridging neuroscience with practical applications in neuromarketing. By studying real-world case studies, you will gain the skills to evaluate and design more effective influence strategies. Whether you're in marketing, advertising, or behavioral science, this course equips you with the knowledge to better understand consumer behavior and tailor marketing efforts for maximum impact. You'll leave with a deep understanding of how to apply cutting-edge neuroscience principles to real-world influence campaigns, making this course a unique and invaluable resource for anyone in the field.

This course explores the neural and biological foundations of influence and persuasion, focusing on key brain regions, sensory systems, and emotional processing. Learners will examine cognitive processes like attention, memory, and decision-making, and how these relate to persuasive communication. The course also covers the role of sensory perception phenomena and the impact of emotional responses on behavior. Learners will gain practical skills in evaluating influence campaigns using neuroscience measurement techniques. Through case studies and hands-on assessments, students will apply these insights to real-world scenarios.

What's included

2 readings1 plugin

This module will explore neural anatomy and brain function. Specific attention is focused on the pre-frontal cortex responsible for executive function. This module requires more memorization than other modules in the course, but is necessary to develop fluency of brain anatomy and functions so that future modules are more effective.

What's included

6 videos3 readings3 assignments

6 videos Total 63 minutes

Neuromarketing 13 minutes
Brain Cells 5 minutes
Brain Anatomy 11 minutes
Frontal Cortex 7 minutes
Neural Anatomy - Social Influence - Part 1 16 minutes
Neural Anatomy - Social Influence - Part 2 10 minutes

3 readings Total 60 minutes

Reading References 10 minutes
Reading References 10 minutes
Self-Reflective Reading: Exploring the Social Brain: Neural Connections, Support, and Behavior 40 minutes

3 assignments Total 90 minutes

The Mind Behind Marketing: Exploring Neuromarketing and Brain Anatomy 15 minutes
Mind Matters: The Frontal Cortex and Social Influence 15 minutes
Neural Anatomy 60 minutes

This module provides an overview of perception and cognition. Key theories will include top-down and bottom-up processing. The module will emphasize visual, auditory, and olfactory processing in the brain and its relation to influence and attention.

What's included

5 videos1 reading3 assignments

5 videos Total 37 minutes

Sensation and Perception 5 minutes
Visual System 11 minutes
Auditory System 8 minutes
Olfactory System 6 minutes
Taste 7 minutes

1 reading Total 60 minutes

Reading References 60 minutes

3 assignments Total 90 minutes

Seeing the World: An Introduction to Sensation and Perception 15 minutes
The Senses: Exploring Hearing, Smell, and Taste 15 minutes
Sensation and Perception 60 minutes

This module delves into the intricacies of human information processing and its role in influence. Learners will explore core cognitive processes—attention, engagement, working memory, and workload—while distinguishing between implicit and explicit measurement methods.

What's included

5 videos1 reading3 assignments

5 videos Total 49 minutes

Information Processing, Attention, and Memory 10 minutes
Top-Down Attention 7 minutes
Bottom-Up Attention 6 minutes
Attention Bias and Measurement 8 minutes
Memory 18 minutes

1 reading Total 100 minutes

Reading References 100 minutes

3 assignments Total 90 minutes

Understanding Human Cognition: From Information Processing to Memory 15 minutes
The Essentials of Learning: Attention, Memory, and Beyond 15 minutes
Memory 60 minutes

In this module, you'll explore the brain structures that support different memory processes. You'll also dive into topics like declarative and non-declarative memory, procedural memory, and priming, along with an introduction to how encoding and retrieval work.