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.
Foundations of Neuroscience
Ce cours fait partie de Spécialisation Neuromarketing
Instructeurs : Ian McCulloh
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Ce que vous apprendrez
Understand neural anatomy, key brain regions, and their roles in influence, persuasion, sensory perception, and executive function.
Analyze sensory systems and perception phenomena, including top-down and bottom-up processing, with applications to influence campaigns.
Examine memory processes such as declarative, procedural, and priming, and their role in cognitive tasks like engagement, attention, and workload.
Evaluate emotional processing and decision-making theories, comparing System 1 and System 2 responses using neuroscience measurement techniques.
Compétences que vous acquerrez
- Catégorie : Neuroscience Measurement Techniques
- Catégorie : Neural Anatomy and Brain Regions
- Catégorie : Sensory Perception Analysis
- Catégorie : Emotional Processing and Influence
- Catégorie : Memory and Cognitive Processes
Détails à connaître
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décembre 2024
12 devoirs
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Il y a 5 modules dans ce cours
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.
Inclus
2 lectures1 plugin
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.
Inclus
6 vidéos3 lectures3 devoirs
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.
Inclus
5 vidéos3 lectures3 devoirs
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.
Inclus
5 vidéos3 lectures3 devoirs
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.
Inclus
5 vidéos3 lectures3 devoirs
Instructeurs
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Queen Mary University of London
Coursera Instructor Network
Northwestern University
University of California, Davis
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