An Introduction to Consumer Neuroscience and Neuromarketing
School: Copenhagen Business School
Registration Link: An Introduction to Consumer Neuroscience and Neuromarketing
Start Date: November 10, 2014 (6 Weeks)
Workload: 4-6 Hours Per Week
Instructor: Thomas Zoëga Ramsøy
Credentials: Zoëga Ramsøy, who holds a Ph.D. in Neurbiology, heads the Center for Decision Neuroscience at Copenhagen Business School’s Department of Marketing (where he also serves as an assistant professor). Ranked among the top researchers and practitioners in consumer neuroscience, he studies consumer decision-making ranging from eye tracking to compulsive buying.
Graded: Students will earn a certificate for completing the course. There is a $49 fee for a certificate.
Description: This is an introductory course that draws on fields like biology, psychology, and marketing. Over six weeks, students will examine 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, students will understand what drives decisions – and the role played by emotions, memory, and learning. In addition, they will be able to answer these key questions: “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?”
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Additional Note: Although this is an introductory course, Zoëga Ramsøy recommends a series of books including Introduction to Neuromarketing & Consumer Neuroscience, Neuromarketing for Dummies, and Selected Readings in Consumer Neuroscience & Neuromarketing (2nd Edition).