課程信息

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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.

可靈活調整截止日期

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可分享的證書

完成後獲得證書

100% 在線

立即開始，按照自己的計劃學習。

初級

完成時間大約為26 小時

英語（English）

字幕：阿拉伯語（Arabic）, 法語（French）, （歐洲人講的）葡萄牙語, 意大利語, 越南語, 德語（German）, 俄語（Russian）, 英語（English）, 西班牙語（Spanish）

您將獲得的技能

Consumer Behaviour
Marketing
Consumer Neuroscience
Neuromarketing

可靈活調整截止日期

根據您的日程表重置截止日期。

可分享的證書

完成後獲得證書

100% 在線

立即開始，按照自己的計劃學習。

初級

完成時間大約為26 小時

英語（English）

字幕：阿拉伯語（Arabic）, 法語（French）, （歐洲人講的）葡萄牙語, 意大利語, 越南語, 德語（German）, 俄語（Russian）, 英語（English）, 西班牙語（Spanish）

授課教師

授課教師評分

4.77/5 （656 個評分）

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

137,415 個學生

1 門課程

授課大綱 - 您將從這門課程中學到什麼

內容評分96%（10,387 個評分）

週

1

週 1

完成時間為 4 小時

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.

完成時間為 4 小時

4 個視頻（總計 30 分鐘）, 2 個閱讀材料, 1 個測驗

週

2

週 2

完成時間為 5 小時

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.

完成時間為 5 小時

4 個視頻（總計 68 分鐘）, 1 個閱讀材料, 1 個測驗

週

3

週 3

完成時間為 4 小時

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?

完成時間為 4 小時

5 個視頻（總計 65 分鐘）, 1 個閱讀材料, 1 個測驗

週

4

週 4

完成時間為 5 小時

Emotions & Feelings, Wanting & Liking

In this module, everything is about emotions and feelings, and the relationship between emotions and preference.

完成時間為 5 小時

4 個視頻（總計 76 分鐘）, 1 個閱讀材料, 1 個測驗

週

5

週 5

完成時間為 4 小時

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?

完成時間為 4 小時

3 個視頻（總計 87 分鐘）, 1 個閱讀材料, 1 個測驗

週

6

週 6

完成時間為 4 小時

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.

完成時間為 4 小時

4 個視頻（總計 82 分鐘）, 1 個閱讀材料, 1 個測驗

審閱

4.7

723 條評論

5 stars
74.14%
4 stars
20.68%
3 stars
3.56%
2 stars
1.05%
1 star
0.54%

來自消费者神经科学与神经营销学导论的熱門評論

由 ST 提供2020年9月5日

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.

由 NV 提供2021年4月5日

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.

由 C 提供2020年5月27日

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.

由 VP 提供2017年5月23日

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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消费者神经科学与神经营销学导论