Foundations of Neuroscience from Coursera

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.

What's inside

Syllabus

Course Introduction

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.

Neural Anatomy

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.

Sensation and Perception

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.

Memory

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.

Emotion

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.

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Bridges neuroscience with practical applications in neuromarketing, which allows learners to evaluate and design more effective influence strategies

Provides a comprehensive understanding of how the brain processes sensory, emotional, and cognitive information, which is essential for effective communication strategies

Explores key brain regions and their role in decision-making, memory, attention, and emotion, which are essential for understanding consumer behavior

Requires memorization of neural anatomy and brain function, which may be challenging for learners without a background in biology or neuroscience

Gives hands-on experience with neuroscience measurement techniques, which allows learners to assess the impact of influence campaigns through implicit and explicit methods

Presented by Johns Hopkins University, which is known for its research and educational programs in neuroscience and related fields

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 Foundations of Neuroscience with these activities:

Review Basic Biology Concepts

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Strengthen your understanding of fundamental biological principles to better grasp the neural mechanisms discussed in the course.

Browse courses on Neurobiology

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Review key concepts in cellular and molecular biology.
Study the basics of genetics and heredity.
Familiarize yourself with the major organ systems and their functions.

Read 'Thinking, Fast and Slow'

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Gain a deeper understanding of cognitive biases and decision-making processes that are relevant to influence and persuasion.

View Noise: A Flaw in Human Judgment on Amazon

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Obtain a copy of 'Thinking, Fast and Slow'.
Read the book and take notes on key concepts.
Reflect on how these concepts relate to neuromarketing.

Read 'Principles of Neural Science'

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Supplement your learning with a comprehensive textbook that covers the fundamentals of neuroscience in detail.

View Principles of Neural Science, Fifth Edition... on Amazon

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Obtain a copy of 'Principles of Neural Science'.
Read relevant chapters corresponding to the course syllabus.
Take notes and summarize key concepts.

Four other activities

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Create a Brain Region Cheat Sheet

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Solidify your knowledge of neural anatomy by creating a visual aid that summarizes the functions of key brain regions.

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Identify the key brain regions covered in the course.
Research the primary functions of each region.
Design a visually appealing cheat sheet with concise descriptions.

Practice Identifying Brain Structures

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Reinforce your understanding of neural anatomy through repetitive practice identifying brain structures on diagrams and models.

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Find online resources with brain diagrams and quizzes.
Practice labeling different brain structures.
Test yourself regularly to track your progress.

Design a Neuromarketing Campaign

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Apply your knowledge of neuroscience to design a hypothetical neuromarketing campaign, incorporating principles of sensation, perception, memory, and emotion.

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Choose a product or service to market.
Identify the target audience and their needs.
Develop a marketing strategy based on neuroscience principles.
Outline the campaign's key messages and visuals.

Present a Case Study Analysis

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Deepen your understanding of neuromarketing by analyzing a real-world case study and presenting your findings.

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Select a neuromarketing case study.
Research the campaign's objectives and strategies.
Analyze the campaign's effectiveness using neuroscience principles.
Prepare a presentation summarizing your analysis.

Career center

Learners who complete Foundations of Neuroscience will develop knowledge and skills that may be useful to these careers:

Neuromarketing Analyst

A Neuromarketing Analyst uses insights from brain activity to understand consumer behavior. They analyze how the brain responds to marketing stimuli, such as advertisements and product packaging. This work involves measuring physiological responses to assess the effectiveness of campaigns. The 'Foundations of Neuroscience' course helps build the foundation necessary for the work by providing a deep dive into brain regions, sensory systems, and emotional processes. This role will be particularly well suited to learners who are interested in cutting edge methods in marketing and also how decision making is influenced by neurological drivers. The course may be particularly helpful since it teaches implicit and explicit measurement methods, as well as how to gauge impact of influence campaigns.

See salaries and explore the career path for Neuromarketing Analyst

Consumer Behavior Researcher

A Consumer Behavior Researcher studies how individuals make purchasing decisions. This role involves investigating the psychological and emotional factors that influence consumer choices. The 'Foundations of Neuroscience' course provides a strong base for this type of work by exploring brain regions, sensory systems, and emotional processing in the context of influence. The course is particularly helpful because it covers implicit and explicit measurement, offering methods for assessing the impact of influence campaigns, useful in this research oriented role. This unique course can provide insights into the neurological components of decision making.

See salaries and explore the career path for Consumer Behavior Researcher

Behavioral Scientist

A Behavioral Scientist studies the science of human behavior, often using research methods to understand decision-making processes. Individuals in this role may be interested in persuasion and influence, which are the focus of the 'Foundations of Neuroscience' course. This course will be particularly helpful as it explores brain regions, sensory systems and emotional processing and its impact on behavior. In particular, the course’s discussion of practical measurement techniques will be particularly useful in the behavioral science field.

See salaries and explore the career path for Behavioral Scientist

User Experience Researcher

A User Experience Researcher investigates how people interact with products and services. They gather data on user behavior to improve design and functionality. The 'Foundations of Neuroscience' course helps build a foundation for understanding how users process information through its emphasis on cognitive processes such as memory, attention, and engagement. It also provides insights into the underlying mechanisms of sensory processing and emotional response, which play a vital role in user experience. A UX Researcher will find particular value in how the course equips learners with methods for assessing implicit and explicit responses.

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Market Research Analyst

A Market Research Analyst gathers and analyzes data on consumer preferences and market trends. The work they do includes assessing the effectiveness of marketing campaigns and identifying target demographics. The course 'Foundations of Neuroscience' may be useful for this work by offering a deeper understanding of consumer behavior through the lens of neuroscience. This course is particularly helpful as it covers emotional processing, decision making, and memory, which are all relevant to market research. It is uniquely helpful because of its focus on neuromarketing techniques that enable learners to evaluate the impact of influence campaigns.

See salaries and explore the career path for Market Research Analyst

Communication Strategist

A Communication Strategist develops communication plans to reach target audiences. This role includes crafting messaging and identifying the most effective channels to use. The 'Foundations of Neuroscience' course provides crucial insight, since effective communication relies on understanding how the brain processes information. The course is particularly relevant given its coverage of key brain regions involved in decision-making and attention. The course may be useful because its practical insights into persuasion and influence can inform effective communication strategies.

See salaries and explore the career path for Communication Strategist

Advertising Strategist

An Advertising Strategist develops plans for advertising campaigns based on audience analysis. The work includes understanding consumer preferences and market trends to create effective messaging. The 'Foundations of Neuroscience' course may be useful for this role by providing insights into how the brain processes information related to persuasion and influence. This course, which covers brain regions, sensory systems and emotional processing, can be particularly helpful for developing impactful advertising strategies. For example, the discussion of attention, memory, and decision making can greatly inform the creative process.

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Behavioral Economics Consultant

A Behavioral Economics Consultant applies behavioral insights to advise organizations. This role includes employing the principles of psychology and economics to help businesses improve their marketing, product design, or internal processes. This 'Foundations of Neuroscience' course, which delves into neuroscience and its application to persuasion and influence, may be helpful to a Behavioral Economics Consultant. This course's emphasis on understanding of how the brain processes information will be very useful to this position. Consultants can use information in this course to better influence behavior, particularly in marketing and advertising.

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Political Campaign Manager

A Political Campaign Manager oversees the planning and execution of political campaigns. This work can include messaging strategy, fundraising, and voter outreach. The 'Foundations of Neuroscience' course may be useful as it provides insights into how the brain processes information related to persuasion and influence, helping campaign managers develop more effective messaging. This course is particularly useful since it covers the neural foundations of decision making and emotional processing. A political campaign manager could use the principles of this course to craft more persuasive messaging and understand how voters are influenced.

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Cognitive Neuroscientist

A Cognitive Neuroscientist studies the neural basis of cognitive functions. These professionals research topics such as attention, memory, and decision making, using a variety of neuroimaging techniques. The 'Foundations of Neuroscience' course may be useful as it explores the neural foundations of influence and persuasion. Much of the information covered in this course, such as brain regions, sensory systems, and emotional processing, will be relevant to a Cognitive Neuroscientist. It is particularly useful for those interested in the application of neuroscience to real world scenarios, as well as understanding the basis of influence and persuasion. A doctorate is typically required for this role.

See salaries and explore the career path for Cognitive Neuroscientist

Public Opinion Analyst

A Public Opinion Analyst assesses public attitudes and beliefs on specific issues. This work includes analyzing data from polls and surveys, as well as qualitative data and interviews. The 'Foundations of Neuroscience' course may be useful to someone who does this by providing an understanding of the neurological mechanisms underlying decision making and emotional processing. While the course does not go into public opinion directly, it covers foundational material on how influence and persuasion impact behavior. A Public Opinion Analyst may find the course useful in understanding how to craft persuasive messaging.

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Sales Representative

A Sales Representative builds relationships with customers to sell products and services. This work includes understanding customer needs, presenting solutions, and closing deals. The 'Foundations of Neuroscience' course may be useful to this work by providing insights into how to persuade and influence a customer to make a purchase. The course covers topics such as attention, memory, and decision making that are key to influencing customer behavior. It is particularly helpful given that it provides a strong foundation in understanding how sensory information and emotional processing impact decision making.

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Instructional Designer

An Instructional Designer creates learning materials and experiences. This work involves understanding how people learn and creating engaging educational content. The 'Foundations of Neuroscience' course may be helpful because it provides a foundation for understanding how attention, memory, and engagement function in the brain. The course may be useful because its information about different memory processes can help designers develop educational content that is more effective. A key insight from the course may be how sensory processing impacts perception and comprehension.

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Public Relations Specialist

A Public Relations Specialist manages a company's public image and communication. This role includes crafting press releases, organizing events, and managing media relations. The 'Foundations of Neuroscience' course may be useful since it focuses on the neural basis of influence and persuasion. The course provides a comprehensive view of sensory, emotional, and cognitive information processing. While the course does not directly address public relations, the specialist may be able to use the principles of persuasion and influence to more effectively manage communications.

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Human Resources Specialist

A Human Resources Specialist focuses on an organization's hiring and employee relations. This work involves understanding the needs of employees and helping to foster a productive work environment. The 'Foundations of Neuroscience' course may be useful in this field by providing a better understanding of the neurological drivers of decision making and emotional processing. A human Resources Specialist may find the course helpful in understanding how to improve communications or better persuade or influence a desired outcome. The course does cover relevant information, but its emphasis on marketing applications may be less useful to HR than other fields.

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Foundations of Neuroscience

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