The Neuromarketing Toolbox (Coursera)

The Neuromarketing Toolbox (Coursera)
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The Neuromarketing Toolbox (Coursera)
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.

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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.


Syllabus


WEEK 1

Introduction to Neuromarketing

This week will give you an overview of the different measurement tools within neuromarketing.


WEEK 2

Eye-Tracking

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.


WEEK 3

Arousal & Emotions 1

In this week you will get to understanding arousal as the fundament of human behavior, and how it can be measured.


WEEK 4

Arousal & Emotions 2

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


WEEK 5

Introduction to the Brain

This week gives an introducing the human brain. It is your guide to brain regions and their respective functions.


WEEK 6

Brain Scanning

In this week you will learn about the specific brain-scanning techniques and their related forces and drawbacks.



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