Introduction to Neuromarketing & Consumer Neuroscience on Coursera

On February 9, 2015

course

On the 10th of November 2014, I enthusiastically enrolled to the first online neuromarketing course on Coursera.org: An Introduction to Consumer Neuroscience & Neuromarketing (just like the book: Introduction to Neuromarketing & Consumer Neuroscience), having Prof. Thomas Zoëga Ramsøy (PhD & Certified Neuropsychologist, Assistant Professor in Marketing & Neuroscience) as instructor.

The course offers an introduction to the multidisciplinary field of consumer neuroscience and neuromarketing and it goes through to the basic concepts of the human brain, the elements of the consumer mind, how it is studied, and how its insights can be applied in commercial and societal understandings of consumer behaviour. Over 6 weeks, there were addressed topics such as:

  • What is neuromarketing all about? An overview of the brain. Case study: Knutson et al., Pessiglione et al.; Methods: fMRI, PET and MR scanners;
  • Senses, attention and consciousness; Interview with Kyle Nel; NeuroVision Tool;
  • Sensory neuromarketing; Sensory load chart; iMotions – Interview with Peter Hartzbech; Interview with Per Møller;
  • Emotions and feelings, wanting and liking; Case study: Kirk et al., Ramsøy; EEG, Method: EEG; Interview with Steve Genco;
  • Learning & memory; Case study: McClure et al.; Methods: eye-tracking, memory test; interview with Richard Silberstein;
  • Neuroethics and consumer aberrations;  Interview with Jan Trzaskowksi; Interview with Carl Marci.

Each week everyone enrolled had to take a short test and prove the knowledge gained from the video lectures, interviews with top professionals and bibliography (Introduction to Neuromarketing & Consumer Neuroscience, Neuromarketing for Dummies and the freely available Selected Readings in Consumer Neuroscience & Neuromarketing).

This introductory course draws on fields like biology, psychology and marketing, examining the basic concepts of the human brain, the elements of the consumer mind and how its insights can be applied in commercial and societal understandings of consumer behaviour. After completing the course, participants can understand what drives decisions – and the role played by emotions, memory and learning. The first session ended and over 48.000 people followed it, but if you are not among them you should check for future sessions (of this course and also advanced courses that are being prepared by Prof. Ramsøy), as this is a very interesting course that provides the necessary information in order to make you understand the basics in consumer neuroscience.
Everyone completing the course will get a statement of accomplishment, just like the one below:
statement_distinction
Were you also enrolled to this course? If yes, please share below your experience and your thoughts on the course content.

 

One Response to “Introduction to Neuromarketing & Consumer Neuroscience on Coursera”

  • Hi! Congrats! I was wondering whether you still have the “Selected Readings in Consumer Neuroscience & Neuromarketing” file. Would be great to have it. Thanks!

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