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.
The Neuromarketing Toolbox
Gain insight into a topic and learn the fundamentals.
4.7
(192 reviews)
Beginner level
No prior experience required
18 hours to complete
3 weeks at 6 hours a week
Flexible schedule
Learn at your own pace
Details to know
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Assessments
6 assignments
Taught in English
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There are 6 modules in this course
This week will give you an overview of the different measurement tools within neuromarketing.
What's included
7 videos1 reading1 assignment
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
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
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
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
Instructor
Instructor ratings
4.7 (73 ratings)
Offered by
Recommended if you're interested in Marketing
Johns Hopkins University
Johns Hopkins University
Copenhagen Business School
IE Business School
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4.7
192 reviews
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Showing 3 of 192
YM
5
Reviewed on Aug 4, 2021
This is an exceptionlay informative course. I includes information and theories that might be of interest for everyone.
KM
5
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.
LS
5
Reviewed on Nov 29, 2019
Thank you, Prof. Jesper Clement for this outstanding course! It has been such a pleasure to acquire the latest knowledge of neuromarketing technics! The highest recommendations!
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