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.
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? 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.
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.
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?
Emotions & Feelings, Wanting & Liking
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?
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?
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/).
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. 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.
Lydia Grachyova completed this course, spending 4 hours a week on it and found the course difficulty to be medium.
This was an interesting course with a great potential. However, it was poorly organized and structured. Video lectures could have used more in-depth information on the topics, and interviews with the experts could have been organized better into different...
This was an interesting course with a great potential. However, it was poorly organized and structured. Video lectures could have used more in-depth information on the topics, and interviews with the experts could have been organized better into different sub-sections.
The worst part was the way staff managed this course. Half of the time they were unavailable to answer questions and concerns. They assigned the written assignment one week late so it fell on holiday season, and people had to complete it during Christmas time. At the same time, staff was not available to answer any questions and concerns in a timely manner. When they came back from their holiday vacation, they only addressed couple of issues and ignored most of complaints.
Written assignment was administered poorly as well. Students could only give grades without any kind of written feedback or explanation. So I don't even know what I missed in my answers since I never got any feedback. Also, we had to answer two questions out of three which created lots of confusion during peer review process. Many people didn't know how they supposed to grade the unanswered question since we had to assign it a grade to get credit for the peer review. Since staff was on vacation at the time, we only got answers at the end of the peer review process, and some people missed an announcement on how they should grade they unanswered question.
Then the biggest disappointment happened. Some people complained about plagiarism. Due to their complaints and the fact that some people gave high grades to unanswered question, staff decided to regrade all written assignments themselves. As a result, lots of people lost points and were unable to receive a statement of accomplishment or certificate or distinction. Worst part, staff did it behind our backs without notifying us about their intentions. They just made an announcement after the fact and closed down the course immediately without responding to any complaints. Who does that? This was so unprofessional on so many levels and very disappointing since this course came from a respectable and well-known institution. I understand that they had legitimate reasons to regrade the written assignment but they had to let people know about their intentions prior to regrading. As you can see, the organization of this MOOC was sub-par which is sad because it was such an interesting subject.
Anyways, to conclude my rant I have to say that you should check out this course if you're into marketing or neuroscience if or when it's offered again but don't pay for the certificate or invest too much time into it.
ROHIT KHATUA completed this course, spending 5 hours a week on it and found the course difficulty to be medium.
The course is good for introducing the concepts of consumer neuroscience and neuromarketing, what they are about, how are they relevant and the research methods which are currently used to measure/assess (last one in great detail).
However, I do wish there was more on how they have been applied in marketing practically. More case studies and examples of how neuromarketing has been applied, the results and learnings, from around the world etc. That would have made the course more fulfilling and also increased the credibility of the science and understanding of the applicability of neuromarketing.
Andreas Klostermann is taking this course right now and found the course difficulty to be very easy.
Currently this course seems to be more of a marketing campaign for neuromarketing tools rather than a scientific discussion of the topic.
Belén Moreno Suárez
Belén Moreno Suárez completed this course, spending 4 hours a week on it and found the course difficulty to be hard.
I started learning about neuromareting a few years ago and decided to audit this course for futher information.The course was really hard to understand because of the teacher accent, the lectures are too scientific with just a little glance at how all this ifnormation comes together to help marketing strategies.
The information is confusing and I had a hard time to get help from the staff, who after... about a year that I ended the course have not responded all my questions and doubts about the hard quizzes and the lack of order of the ifnormation.
I would never pay for this certification because I could not understand even a 70% of the information and was disturbingly boring waching this guy read and read.
Mark Jansen completed this course, spending 4 hours a week on it and found the course difficulty to be medium.
A very interesting topic. Course was very interesting overall however some lectures were general opinion interviews with experts in the field. Good insight in to a field with huge potential.
Rui Lopes completed this course, spending 3 hours a week on it and found the course difficulty to be easy.
Quite interesting course.
However the materials should be better strucutred - interviews should be classified as additional material and not class lectures.
Anonymous completed this course.
I reached a higher perspective of how consumers make decisions and you can find great reading material. It was also great to delve into the way this science is emerging using tools and methods of neuroscience. I can't wait to explore the brain in greater detail :)
Amanda Holmes completed this course, spending 4 hours a week on it and found the course difficulty to be medium.
Comprehensive introduction to some key areas of this field. Very good support material. Interesting, stretching assignment. In first iteration staff put an enormous effort in by re-grading all submissions after plagiarism reports.