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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/neuromarketing
课程评论：没有评论
课程名称：消费者神经科学与神经营销入门 课程概述：本课程探讨消费者的决策过程，包括我们关注什么以及我们的初步反应如何预测最终选择。课程将介绍消费者神经科学和神经营销这一新兴领域中的基本方法。学员将学习相关的方法及其意义，了解消费者选择中的基本脑机制，以及如何跟进这些主题。课程还将概述神经科学在商业中的当前和未来应用。 课程大纲： 1. **神经营销概述**：定义该领域的关键概念和方法，以及为何运用神经科学研究消费者和传播效果，介绍相关研究的关键发现。 2. **注意力与意识**：本模块探讨大脑的功能，重点关注注意力和意识的关键概念。 3. **感官神经营销**：探讨消费者在感官上的不同反应，如何组织传播以更好地利用所有感官，以及大脑如何使用感官的工具，并评估其对消费者的影响。 4. **情绪与感觉、欲望与喜好**：分析情绪与偏好的关系，探讨意识和无意识的双重心理反应如何影响消费者的选择。 5. **学习与记忆**：本模块讨论多种记忆类型及其用途，研究学习如何影响消费者行为，记忆的影响及品牌资产与大脑之间的关系，并包括与神经营销专家的访谈。 6. **神经伦理学与消费异常**：关注神经营销的伦理问题及异常消费行为，如病态赌博和网购成瘾，结合与相关专家的访谈探讨这些伦理与法律方面的挑战。 本课程旨在通过深入分析神经科学与市场营销的结合，提供学员更全面的消费者行为理解。
Name:What is Neuromarketing all About?
Description:We first need to define the field – what are the key concepts, what are the key methods and reasons for employing neuroscience to study consumers and communication effects? In this module, we will introduce the topic and how some specific studies provide key insights into what neuroscience has to offer in relationship with more traditional methods.
Name:Attention & Consciousness
Description:In the second module of this course we are turning to the functions of the brain, and we will first focus on attention and consciousness. This module will focus on some key concepts in attention and consciousness.
Name:Sensory Neuromarketing
Description:In this module we will have contents filled on the topic of sensory neuromarketing. How are our senses affected differently as consumers? What can you do to organise your communications to better use all the senses? How does the brain actually use the senses? What tools do we have for assessing the use of senses, and how they affect consumers?
Name:Emotions & Feelings, Wanting & Liking
Description:In this module, everything is about emotions and feelings, and the relationship between emotions and preference. As we will see, our minds have a dual side: a conscious and an unconscious response and motivation, which are crucial to understanding consumer preference and choice. Indeed, unconscious emotional responses may turn out to be driving consumer choice to the same - or even larger - degree than conscious feelings. Are conscious feelings a mere after-the-fact rationalization upon conscious choice?
Name:Learning & Memory
Description:This module will focus on Learning & Memory. We will determine not only that there are multiple kinds of memory, but that they also serve multiple purposes. If anything, learning is the vehicle we need to understand the most in consumer behaviour. What causes memory, and can we be affected unconsciously by our memories? How can we measure memory effects, and what is the relationship between brand equity and the brain? This module, we also have an interview with Prof. Richard Silberstein, who shares his view on neuromarketing and consumer neuroscience. Prof. Silberstein is the Founder and chairman of the neuromarketing company Neuro-Insight (http://www.neuro-insight.com/).
Name:Neuroethics and Consumer Aberrations
Description:This module, we will focus on both the ethics of neuromarketing, as well as aberrant consumer behaviours. We see that consumer choice can sometimes become the centre focus on a person's life, be it pathological gambling, "shopaholism" or digital dependencies. This module, we will focus on some of these issues, and combine them with the ethical aspects that we face when talking neuro. This module we also end off with two interviews: one with Prof. Jan Trzaskowksi at the CBS, who is working on marketing and the law, where we discuss what the ethical and legal aspects of neuromarketing is. As you will see, Jan has a very particular take on this that I am sure you will find interesting. Our second interview is with Carl Marci, who is the Co-Founder and Chief Science Officer of Innerscope Research (http://innerscoperesearch.com/) on his background and their take on neuromarketing and consumer neuroscience.
How do we make decisions as consumers? What do we pay attention to, and how do our initial responses predict our final choices? To what extent are these processes unconscious and cannot be reflected in overt reports? This course will provide you with an introduction to some of the most basic methods in the emerging fields of consumer neuroscience and neuromarketing. You will learn about the methods employed and what they mean. You will learn about the basic brain mechanisms in consumer choice, and how to stay updated on these topics. The course will give an overview of the current and future uses of neuroscience in business.
