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Jesper Clement
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.
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What's inside
Syllabus
Week 1: Introduction to Neuromarketing
This week will give you an overview of the different measurement tools within neuromarketing.
Week 2: Eye-Tracking
Read more
Syllabus
Week 1: Introduction to Neuromarketing
This week will give you an overview of the different measurement tools within neuromarketing.
Week 2: Eye-Tracking
Read more
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.
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.
Week 4: Arousal & Emotions 2
In this week you will learn about the specific techniques to measure arousal and emotional responses.
Week 5: Introduction to the Brain
This week gives an introducing the human brain. It is your guide to brain regions and their respective functions.
Week 6: Brain Scanning
In this week you will learn about the specific brain-scanning techniques and their related forces and drawbacks.
Good to know
Good to know
Know what's good ,
what to watch for , and
possible dealbreakers
Suitable for learners who are interested in understanding the non-conscious aspects of consumer decision-making
Addresses the practical challenges of neuromarketing research, such as the use of technical equipment
Provides a comprehensive overview of the methods used in neuromarketing, including both technical equipment and experimental research techniques
Helps learners understand the fundamentals of human behavior, including arousal and emotions
Guided by a literature review, providing learners with insights into the latest developments in neuromarketing research
Requires some background knowledge in marketing research
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Reviews summary
Neuromarketing fundamentals
Learners say The Neuromarketing Toolbox offers an exceptional introduction to the foundations of neuromarketing, providing a foundational understanding of the field. The course is well-paced, with engaging videos and readings. Students remark on the informative and practical nature of the course, which is presented in a clear and easy-to-understand manner. While the course may not provide an exhaustive exploration of the topic due to its brief duration, it effectively sparks interest and encourages further exploration of neuromarketing.
Interviews with experts provide valuable perspectives
"Interviews very interesting."
"Great initiative to include industry leaders and experts in the field."
"Provides a good enough peek into the field to evoke curiosity and delve deeper into the world of Neuromarketing."
Exploration of real-world uses of neuromarketing
"Really interesting and complete !"
"I believe I could implement this information for sustainability & innovation in a rapidly changing economy."
"Was a disruptive course, but the execution worth. Great training."
Visuals, interviews, and readings enhance learning
"Really interesting with visuals. Other university courses are not able to capture my attention like this one."
"Great course. With 6 weeks of course material, one can't certainly expect a detailed understanding into the topic. However, it gives a good enough peek into the field to evoke curiosity and delve deeper into the world of Neuromarketing."
"The videos are quite accurate, pleasant and well-thought to watch. Supplementary materials are also helpful."
Covers core concepts with clarity
"Excellent course! Every single detail was very well explained."
"The course is amazing and super interesting!"
"The production value of the course was superp. Great graphics and course instruction."
Duration limits depth of exploration
"Great course. With 6 weeks of course material, one can't certainly expect a detailed understanding into the topic."
"Some questions (probably) have poor translation. Hence, scientific rigour suffers."
"The professor teaching the course is a robot ..."
Activities
Be better prepared
before
your course. Deepen your understanding
during
and
after
it. Supplement your coursework and achieve mastery of the topics covered
in The Neuromarketing Toolbox with these
activities:
Review Basic Neuroscience and Psychology
Show steps
Solidify your foundational understanding of human behavior and brain function to enhance your grasp of neuromarketing concepts.
Browse courses on
Neuroscience
Show steps
-
Review key concepts from introductory neuroscience textbooks.
-
Revisit fundamental principles of psychology, including perception, cognition, and emotion.
-
Attend online lectures or workshops to refresh your knowledge.
-
Discuss basic neuroscience and psychology topics with classmates or peers.
Connect with Professionals in the Neuromarketing Field
Show steps
Gain valuable insights and guidance by establishing connections with experienced professionals in the field of neuromarketing.
Browse courses on
Networking
Show steps
-
Attend industry events and conferences to meet potential mentors.
-
Reach out to professionals via LinkedIn or email to express your interest in their work.
-
Offer to assist mentors with research or other projects to build a rapport.
-
Regularly engage with mentors to seek advice, feedback, and support.
-
Maintain a professional relationship and express gratitude for their guidance.
Organize a Neuromarketing Research Team
Show steps
Gain practical experience in conducting neuromarketing research by collaborating with a team of peers.
Browse courses on
Teamwork
Show steps
-
Identify classmates with complementary skills and interests.
-
Establish clear roles and responsibilities for each team member.
-
Brainstorm and select a research topic that aligns with the course content.
-
Develop a research plan and methodology.
-
Conduct the research and analyze the results collaboratively.
Four other activities
Expand to see all activities and additional details
Show all seven activities
Conduct an Eye-Tracking Study
Show steps
Enhance your understanding of how consumers visually process marketing stimuli by conducting a practical eye-tracking study.
Browse courses on
Eye-Tracking
Show steps
-
Define your research question and target audience.
-
Design a stimulus that will be viewed by participants.
-
Recruit participants and obtain informed consent.
-
Use eye-tracking equipment to record and analyze participants' eye movements.
-
Interpret the data and draw conclusions about consumer attention patterns.
Create a Neuromarketing Resource Library
Show steps
Enhance your ability to stay updated with the latest neuromarketing research and insights by compiling a comprehensive resource library.
Browse courses on
Knowledge Management
Show steps
-
Identify and collect relevant journal articles, conference proceedings, and industry reports.
-
Develop a system for organizing and categorizing the resources.
-
Use note-taking tools to capture key findings and insights.
-
Share your resource library with classmates or colleagues for collaborative learning.
-
Regularly update the library with new resources and research advancements.
Read Neuromarketing: Exploring the Brain of the Consumer
Show steps
Provide a comprehensive overview of neuromarketing principles and techniques, enhancing your understanding of consumer behavior.
View
The Persuasion Code: How Neuromarketing Can...
on Amazon
Show steps
-
Obtain the book from a library or online retailer.
-
Review the table of contents to familiarize yourself with the topics covered.
-
Commit to reading one chapter per week.
-
Take notes during your reading to capture key concepts and insights.
-
Discuss the book's ideas with classmates or colleagues to deepen your understanding.
Analyze Brain Scans using fMRI and EEG Data
Show steps
Develop proficiency in analyzing brain scans to understand how neural activity relates to consumer behavior.
Show steps
-
Become familiar with the principles of fMRI and EEG.
-
Obtain access to software for analyzing brain scan data.
-
Practice analyzing sample brain scan datasets.
-
Attend workshops or online courses on neuroimaging analysis.
-
Collaborate with experts in the field to enhance your skills.
Review Basic Neuroscience and Psychology
Show steps
Solidify your foundational understanding of human behavior and brain function to enhance your grasp of neuromarketing concepts.
Browse courses on
Neuroscience
Show steps
Show steps
Show steps
- Review key concepts from introductory neuroscience textbooks.
- Revisit fundamental principles of psychology, including perception, cognition, and emotion.
- Attend online lectures or workshops to refresh your knowledge.
- Discuss basic neuroscience and psychology topics with classmates or peers.
Connect with Professionals in the Neuromarketing Field
Show steps
Gain valuable insights and guidance by establishing connections with experienced professionals in the field of neuromarketing.
Browse courses on
Networking
Show steps
Show steps
Show steps
- Attend industry events and conferences to meet potential mentors.
- Reach out to professionals via LinkedIn or email to express your interest in their work.
- Offer to assist mentors with research or other projects to build a rapport.
- Regularly engage with mentors to seek advice, feedback, and support.
- Maintain a professional relationship and express gratitude for their guidance.
Organize a Neuromarketing Research Team
Show steps
Gain practical experience in conducting neuromarketing research by collaborating with a team of peers.
Browse courses on
Teamwork
Show steps
Show steps
Show steps
- Identify classmates with complementary skills and interests.
- Establish clear roles and responsibilities for each team member.
- Brainstorm and select a research topic that aligns with the course content.
- Develop a research plan and methodology.
- Conduct the research and analyze the results collaboratively.
Four other activities
Expand to see all activities and additional details
Show all seven activities
Conduct an Eye-Tracking Study
Show steps
Enhance your understanding of how consumers visually process marketing stimuli by conducting a practical eye-tracking study.
Browse courses on
Eye-Tracking
Show steps
Show steps
Show steps
- Define your research question and target audience.
- Design a stimulus that will be viewed by participants.
- Recruit participants and obtain informed consent.
- Use eye-tracking equipment to record and analyze participants' eye movements.
- Interpret the data and draw conclusions about consumer attention patterns.
Create a Neuromarketing Resource Library
Show steps
Enhance your ability to stay updated with the latest neuromarketing research and insights by compiling a comprehensive resource library.
Browse courses on
Knowledge Management
Show steps
Show steps
Show steps
- Identify and collect relevant journal articles, conference proceedings, and industry reports.
- Develop a system for organizing and categorizing the resources.
- Use note-taking tools to capture key findings and insights.
- Share your resource library with classmates or colleagues for collaborative learning.
- Regularly update the library with new resources and research advancements.
Read Neuromarketing: Exploring the Brain of the Consumer
Show steps
Provide a comprehensive overview of neuromarketing principles and techniques, enhancing your understanding of consumer behavior.
View
The Persuasion Code: How Neuromarketing Can...
on Amazon
Show steps
Show steps
Show steps
- Obtain the book from a library or online retailer.
- Review the table of contents to familiarize yourself with the topics covered.
- Commit to reading one chapter per week.
- Take notes during your reading to capture key concepts and insights.
- Discuss the book's ideas with classmates or colleagues to deepen your understanding.
Analyze Brain Scans using fMRI and EEG Data
Show steps
Develop proficiency in analyzing brain scans to understand how neural activity relates to consumer behavior.
Show steps
Show steps
Show steps
- Become familiar with the principles of fMRI and EEG.
- Obtain access to software for analyzing brain scan data.
- Practice analyzing sample brain scan datasets.
- Attend workshops or online courses on neuroimaging analysis.
- Collaborate with experts in the field to enhance your skills.
Career center
Learners who complete The Neuromarketing Toolbox will develop knowledge and skills
that may be useful to these careers:
Neuromarketing Research Analyst
Neuromarketing Research Analyst
This course gives an introduction to the discipline of neuromarketing, which is a combination of neuroscience and marketing research. As a Neuromarketing Research Analyst, you will conduct research to measure the subconscious responses of consumers to marketing stimuli, such as advertisements and product packaging. This course can give you many tools with which to do your job, such as ways of measuring visual attention, arousal, and emotional responses. It can also give you the foundation you will need to learn how to operate brain-scanning equipment, such as fMRI and EEG machines.
Consumer Insights Manager
Consumer Insights Manager
A Consumer Insights Manager works with data to understand consumer behavior. This course gives an introduction to neuromarketing, which combines marketing research with neuroscience. This will provide a deeper understanding of how consumers think, which can lead to more effective marketing campaigns and products. Additionally, as brain-scanning technology develops, Consumer Insights Managers may need to analyze and interpret this type of data. Thus, this course can give you a head start in learning how to interpret results from brain-scanning and other neuromarketing methods.
Marketing Manager
Marketing Manager
As a Marketing Manager, you will plan, develop, and implement marketing campaigns, which involves activities such as market research, competitive analysis, product development, and advertising. You will also need to be able to measure the effectiveness of your campaigns, which will necessitate an understanding of consumer behavior. This course can help build a foundation in neuromarketing, which explores subconscious facets of consumer behavior. You will learn how to use specialized equipment to understand visual attention, arousal, and emotional responses to marketing stimuli.
Advertising Researcher
Advertising Researcher
Advertising Researchers study the effects of advertising and marketing campaigns on consumer behavior. Increasingly, this involves the use of neuromarketing techniques. This course helps you build the foundation you need to use tools like eye-tracking, which measures visual attention, and galvanic skin response, which measures arousal. Additionally, you will learn about brain-scanning techniques, such as fMRI and EEG, which can provide even deeper insights into consumer responses.
Market Research Analyst
Market Research Analyst
Market Research Analysts study market trends and consumer behavior to inform marketing campaigns and product development. This course can help build a foundation in neuromarketing, which explores subconscious facets of consumer behavior. You will learn how to use specialized equipment to understand visual attention, arousal, and emotional responses to marketing stimuli.
Marketing Consultant
Marketing Consultant
Marketing Consultants advise businesses on how to improve their marketing strategies and campaigns. This course gives an introduction to the discipline of neuromarketing, which can help you understand consumer behavior at a deeper level. This can give you an edge in developing more effective marketing strategies for your clients and helping them to achieve their business goals.
Neuroscience Researcher
Neuroscience Researcher
A Neuroscience Researcher studies the nervous system. This course introduces you to neuromarketing, which combines neuroscience with marketing research. This course could be particularly helpful if you are interested in researching that lies at the intersection of these two disciplines. You will learn about specialized techniques to measure arousal, emotions, and brain activity.
Psychologist
Psychologist
Psychologists study the mind and behavior. This course gives an introduction to neuromarketing, which combines psychology with marketing research. This course could be useful if you are interested in understanding the psychological underpinnings of consumer behavior. You will also learn about specialized techniques to measure arousal, emotions, and brain activity.
Behavioral Economist
Behavioral Economist
Behavioral Economists study the psychological and emotional factors that influence economic decision-making. This course may be helpful for you if you are interested in understanding the psychological underpinnings of consumer behavior. You will learn how to use specialized equipment to measure arousal, emotions, and brain activity.
Data Scientist
Data Scientist
Data Scientists study data to extract meaningful insights. This course may help build a foundation in neuromarketing, which involves collecting and analyzing data about consumer behavior. You will learn about specialized techniques to measure arousal, emotions, and brain activity. This knowledge can help you develop more effective data analysis models.
User Experience Researcher
User Experience Researcher
User Experience Researchers study how users interact with products and services. This course gives an introduction to neuromarketing, which combines marketing research with neuroscience. This course could be useful if you are interested in understanding how users experience marketing stimuli at a subconscious level. You will learn how to use specialized equipment to measure arousal, emotions, and brain activity.
Sales Manager
Sales Manager
Sales Managers are responsible for leading and motivating sales teams. This course may be helpful if you are interested in understanding how to motivate sales teams and close deals more effectively. You will learn how to use specialized equipment to measure arousal, emotions, and brain activity.
Product Manager
Product Manager
Product Managers are responsible for the development and launch of new products. This course may be helpful if you are interested in understanding how consumers respond to new products at a subconscious level. You will learn how to use specialized equipment to measure arousal, emotions, and brain activity.
Public relations manager
Public relations manager
Public Relations Managers are responsible for managing the public image of organizations. This course may be helpful if you are interested in understanding how to communicate with the public more effectively. You will learn how to use specialized equipment to measure arousal, emotions, and brain activity.
Social Media Manager
Social Media Manager
Social Media Managers are responsible for managing the social media presence of organizations. This course may be helpful for you if you are interested in understanding how to use social media to engage with consumers. You will learn how to use specialized equipment to measure arousal, emotions, and brain activity.
For more career information including salaries, visit:
OpenCourser.com/course/p8m73o/the
Reading list
We've selected nine books
that we think will supplement your
learning. Use these to
develop background knowledge, enrich your coursework, and gain a
deeper understanding of the topics covered in
The Neuromarketing Toolbox.
Save
Provides a comprehensive overview of the field of neuromarketing. It valuable resource for students and professionals who want to learn more about this rapidly growing field.
Explores the impact of neuroscience on our understanding of the human mind and behavior. It valuable resource for students and professionals who want to learn more about this rapidly growing field.
Save
Delves into the subconscious mind of consumers and explores how marketers can harness these insights to influence purchasing decisions.
Save
This practical guide offers a collection of neuromarketing techniques that businesses can use to enhance their persuasion and influence strategies.
Save
Provides case studies of how neuromarketing has been used to improve marketing campaigns. It valuable resource for marketers who want to learn how to use this research to improve their own marketing efforts.
Save
Provides an introduction to the field of neuromarketing. It valuable resource for students and professionals who want to learn more about this rapidly growing field.
Save
Provides a comprehensive overview of the human brain. It valuable resource for students and professionals who want to learn more about this rapidly growing field.
This specialized book provides a comprehensive overview of magnetic resonance imaging, a key technique used in brain scanning for neuromarketing research.
This textbook provides a foundation in behavioral neuroscience, covering the brain's structure and function, which is essential for understanding neuromarketing research.
For more information about how these books relate to this course, visit:
OpenCourser.com/course/p8m73o/the
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Level
Introductory
Via
Coursera
Institution
Copenhagen Business School
Instructor
Jesper Clement
Language
English
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Good to know
Suitable for learners who are interested in understanding the non-conscious aspects of consumer decision-making
Addresses the practical challenges of neuromarketing research, such as the use of technical equipment
Provides a comprehensive overview of the methods used in neuromarketing, including both technical equipment and experimental research techniques
Helps learners understand the fundamentals of human behavior, including arousal and emotions
Guided by a literature review, providing learners with insights into the latest developments in neuromarketing research
Requires some background knowledge in marketing research
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