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.
提供方
消费者神经科学与神经营销学导论
哥本哈根商学院課程信息
您將獲得的技能
- Consumer Behaviour
- Marketing
- Consumer Neuroscience
- Neuromarketing
提供方

哥本哈根商学院
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.
授課大綱 - 您將從這門課程中學到什麼
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.
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.
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?
Emotions & Feelings, Wanting & Liking
In this module, everything is about emotions and feelings, and the relationship between emotions and preference.
審閱
- 5 stars74.14%
- 4 stars20.68%
- 3 stars3.56%
- 2 stars1.05%
- 1 star0.54%
來自消费者神经科学与神经营销学导论 的熱門評論
Very intriguing introduction. Liked the pattern of teaching and involvement of various industrial professionals as well. The only shortcoming was the repetition of certain subjects and topics.
In a marketing world that has become defined by walled gardens, micro moments and the omnichannel experience. It is so refreshing to put some scientific proof into marketing.
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.
Really interesting topic. Up and coming area of study important to learn about what drives consumer behavior and what works with marketing using various measuring tools to gage valid data.
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