The Neuromarketing Toolbox

Name: The Neuromarketing Toolbox
Rating: 4.74 (200 reviews)

Instructor: Jesper Clement

16,094 already enrolled

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6 modules

Gain insight into a topic and learn the fundamentals.

200 reviews

Beginner level

No prior experience required

2 weeks to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

6 modules

Gain insight into a topic and learn the fundamentals.

200 reviews

Beginner level

No prior experience required

2 weeks to complete

at 10 hours a week

Flexible schedule

Learn at your own pace

Skills you'll gain

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

6 assignments

Taught in English

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There are 6 modules in this course

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.

This week will give you an overview of the different measurement tools within neuromarketing.

What's included

7 videos1 reading1 assignment

7 videosTotal 39 minutes

Introduction to Week 1 with Jesper Clement2 minutes
1.1 The Scope of Neuromarketing11 minutes
1.2 Biometric & Neurometric2 minutes
1.3 Biometric Measures pt. 15 minutes
1.4 Biometric Measures pt. 25 minutes
1.5 Neurometric Measures6 minutes
INTERVIEW - Peter Hartzbech, Founder & CEO, iMotions A/S, Denmark8 minutes

1 readingTotal 130 minutes

Articles for "Introduction to Neuromarketing"130 minutes

1 assignmentTotal 10 minutes

Introduction to Neuromarketing10 minutes

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.

What's included

7 videos1 reading1 assignment

7 videosTotal 42 minutes

Introduction to Week 2 with Jesper Clement1 minute
2.1 Visual Attention6 minutes
2-2 Visual Perception5 minutes
2-3 State of the Art5 minutes
2-4 Equipment & Output7 minutes
Andrea Ciceri, PhD, Founder and President of SenseCatch, Italy9 minutes
Iyad Aldaqre, PhD, Data Scientist at SR LABS, Italy8 minutes

1 readingTotal 180 minutes

Articles for "Eye-Tracking"180 minutes

1 assignmentTotal 10 minutes

Eye-Tracking10 minutes

In this week you will get to understanding arousal as the fundament of human behavior, and how it can be measured.

What's included

5 videos1 reading1 assignment

In this week you will learn about the specific techniques to measure arousal and emotional responses.

What's included

6 videos1 reading1 assignment

6 videosTotal 31 minutes

Introduction to Week 4 with Jesper Clement1 minute
4-1 GSR5 minutes
4-2 Pupillometry5 minutes
4-3 Heart Rate3 minutes
4-4 Facial Expression6 minutes
Dr. Patrick H. Zimmerman, Behavioral Research Consultant at Noldus, Holland9 minutes

1 readingTotal 120 minutes

Articles for "Arousal and Emtions 2"120 minutes

1 assignmentTotal 10 minutes

Arousal & Emotions 210 minutes

This week gives an introducing the human brain. It is your guide to brain regions and their respective functions.

What's included

7 videos1 reading1 assignment

7 videosTotal 30 minutes

Introduction to Week 5 with Jesper Clement1 minute
5-1 Anatomy 1014 minutes
5-2 Dual Process Theory8 minutes
5-3 Deeper Parts5 minutes
5-4 Building Blocks4 minutes
Professor Vincenzo Russo, PhD, Head of Neuromarketing Behavior and BrainLab at IULM, Milan, Italy 8 (Interview)5 minutes
Professor Vincenzo Russo, PhD, Head of Neuromarketing Behavior and BrainLab at IULM, Milan, Italy (Presentation)2 minutes

1 readingTotal 120 minutes

Articles for "Introduction to the Brain"120 minutes

1 assignmentTotal 10 minutes

Introduction to the Brain10 minutes

In this week you will learn about the specific brain-scanning techniques and their related forces and drawbacks.

What's included

7 videos1 reading1 assignment

7 videosTotal 38 minutes

Introduction to Week 6 with Jesper Clement1 minute
6-1 EEG Theory4 minutes
6-2 EEG Equipment6 minutes
6-3 EEG Data Output8 minutes
6-4 Scanner Techniques8 minutes
6-5 fMRI Setup5 minutes
Elvira Fischer, PhD, Product Specialist at iMotions A/S, Denmark6 minutes

1 readingTotal 200 minutes

Articles for "Brain Scanning"200 minutes

1 assignmentTotal 10 minutes

Brain Scanning10 minutes

Instructor

Instructor ratings

(76 ratings)

Jesper Clement

Copenhagen Business School

1 Course16,094 learners

Offered by

Copenhagen Business School

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Reviewed on Nov 8, 2021

definitely one of the best courses i've taken. it goes deeper into the neuromarketign field, providing a more realistic picture of the application of neuromarketing tools.

Reviewed on Jul 4, 2024

The course is very good. Excellent introduction to the universe of neuromarketing, however, there are some references whose links are not updated.

Reviewed on Jul 24, 2022

it was so helpfull and the course was step by step and give good view of neuromarketing. tnx to coursera for this plan.

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