Free Online Course by Coursera: Introduction to Consumer Neuroscience & Neuromarketing.

Coursera Platform is offering an online course as an introduction to consumer Neuroscience & Neuromarketing.

Course background:

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.

Course duration:

Approx. 26 hours to complete.

Course topics:

• Week 1: What is Neuromarketing all About?

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?

• Week 2: Attention & Consciousness:

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.

• Week 3: Sensory Neuromarketing:

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?

• Week 4: Emotions & Feelings, Wanting & Liking:

In this module, everything is about emotions and feelings, and the relationship between emotions and preference.

• Week 5: Learning & Memory:

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?

• Week 6: Neuroethics and Consumer Aberrations:

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.

• Course costs:

You can either:

• Purchase course for $49 USD:

Commit to earning a Certificate—it's a trusted, shareable way to showcase your new skills.

• Or full course for free, no certificate:

You will still have access to all course materials for this course.

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