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The Neuromarketing Toolbox

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The Neuromarketing Toolbox

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Gain insight into a topic and learn the fundamentals.
4.7

200 reviews

Beginner level
No prior experience required
2 weeks to complete
at 10 hours a week
Flexible schedule
Learn at your own pace
Gain insight into a topic and learn the fundamentals.
4.7

200 reviews

Beginner level
No prior experience required
2 weeks to complete
at 10 hours a week
Flexible schedule
Learn at your own pace

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 videos•Total 39 minutes
  • Introduction to Week 1 with Jesper Clement•2 minutes
  • 1.1 The Scope of Neuromarketing•11 minutes
  • 1.2 Biometric & Neurometric•2 minutes
  • 1.3 Biometric Measures pt. 1•5 minutes
  • 1.4 Biometric Measures pt. 2•5 minutes
  • 1.5 Neurometric Measures•6 minutes
  • INTERVIEW - Peter Hartzbech, Founder & CEO, iMotions A/S, Denmark•8 minutes
1 reading•Total 130 minutes
  • Articles for "Introduction to Neuromarketing"•130 minutes
1 assignment•Total 10 minutes
  • Introduction to Neuromarketing•10 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 videos•Total 42 minutes
  • Introduction to Week 2 with Jesper Clement•1 minute
  • 2.1 Visual Attention•6 minutes
  • 2-2 Visual Perception•5 minutes
  • 2-3 State of the Art•5 minutes
  • 2-4 Equipment & Output•7 minutes
  • Andrea Ciceri, PhD, Founder and President of SenseCatch, Italy•9 minutes
  • Iyad Aldaqre, PhD, Data Scientist at SR LABS, Italy•8 minutes
1 reading•Total 180 minutes
  • Articles for "Eye-Tracking"•180 minutes
1 assignment•Total 10 minutes
  • Eye-Tracking•10 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

5 videos•Total 23 minutes
  • Introduction to Week 3 with Jesper Clement•1 minute
  • 3-1 Arousal•5 minutes
  • 3-2 Emotion•3 minutes
  • 3-3 Self-Report Measure•4 minutes
  • Maurizio Mauri, PhD, researcher at TSW User Experience Lab of Milan, Italy•9 minutes
1 reading•Total 120 minutes
  • Articles for "Arousal and Emotions 1"•120 minutes
1 assignment•Total 10 minutes
  • Arousal & Emotions 1•10 minutes

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

What's included

6 videos1 reading1 assignment

6 videos•Total 31 minutes
  • Introduction to Week 4 with Jesper Clement•1 minute
  • 4-1 GSR•5 minutes
  • 4-2 Pupillometry•5 minutes
  • 4-3 Heart Rate•3 minutes
  • 4-4 Facial Expression•6 minutes
  • Dr. Patrick H. Zimmerman, Behavioral Research Consultant at Noldus, Holland•9 minutes
1 reading•Total 120 minutes
  • Articles for "Arousal and Emtions 2"•120 minutes
1 assignment•Total 10 minutes
  • Arousal & Emotions 2•10 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 videos•Total 30 minutes
  • Introduction to Week 5 with Jesper Clement•1 minute
  • 5-1 Anatomy 101•4 minutes
  • 5-2 Dual Process Theory•8 minutes
  • 5-3 Deeper Parts•5 minutes
  • 5-4 Building Blocks•4 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 reading•Total 120 minutes
  • Articles for "Introduction to the Brain"•120 minutes
1 assignment•Total 10 minutes
  • Introduction to the Brain•10 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 videos•Total 38 minutes
  • Introduction to Week 6 with Jesper Clement•1 minute
  • 6-1 EEG Theory•4 minutes
  • 6-2 EEG Equipment•6 minutes
  • 6-3 EEG Data Output•8 minutes
  • 6-4 Scanner Techniques•8 minutes
  • 6-5 fMRI Setup•5 minutes
  • Elvira Fischer, PhD, Product Specialist at iMotions A/S, Denmark•6 minutes
1 reading•Total 200 minutes
  • Articles for "Brain Scanning"•200 minutes
1 assignment•Total 10 minutes
  • Brain Scanning•10 minutes

Instructor

Instructor ratings
4.7 (76 ratings)
Copenhagen Business School
1 Course•16,062 learners

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T​his is an exceptionlay informative course. I includes information and theories that might be of interest for everyone.

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Reviewed on Sep 2, 2024

I totally recommended this to anyone who loves to learn both biology, psychology and business at the same time.

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