Foundations of Neuroscience
Discover how brain anatomy, sensory systems, memory, and emotions drive persuasion and influence, enhancing marketing strategies and consumer insights.
Discover how brain anatomy, sensory systems, memory, and emotions drive persuasion and influence, enhancing marketing strategies and consumer insights.
This comprehensive course explores the biological foundations of influence and persuasion by examining how the brain processes sensory, emotional, and cognitive information. You'll gain deep knowledge of key brain regions and their functions in decision-making, memory, attention, and executive control—essential components for creating effective communication strategies. The curriculum progresses from neural anatomy and brain function to sensory perception systems, memory processes, and emotional decision-making. Through hands-on experience with neuroscience measurement techniques, you'll learn to evaluate the effectiveness of influence campaigns using both implicit and explicit methods. Case studies demonstrate practical applications in neuromarketing, helping you understand how theoretical concepts translate to real-world scenarios. Whether you're in marketing, advertising, consumer behavior, or behavioral science, this course provides valuable insights into the neurological basis of persuasion, enabling you to design more targeted and effective influence strategies.
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What you'll learn
Understand neural anatomy, key brain regions, and their roles in influence, persuasion, sensory perception, and executive function
Analyze sensory systems and perception phenomena, including top-down and bottom-up processing, with applications to influence campaigns
Examine memory processes such as declarative, procedural, and priming, and their role in cognitive tasks like engagement, attention, and workload
Evaluate emotional processing and decision-making theories, comparing System 1 and System 2 responses using neuroscience measurement techniques
Apply neuroscience principles to assess the effectiveness of marketing and influence strategies
Develop skills to design more targeted and impactful communication campaigns based on neurological insights
Skills you'll gain
This course includes:
3.2 Hours PreRecorded video
12 assignments
Access on Mobile, Tablet, Desktop
Batch access
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There are 5 modules in this course
Foundations of Neuroscience provides a comprehensive exploration of how the brain processes information and makes decisions, with direct applications to marketing and influence strategies. The curriculum is structured into five modules covering critical aspects of neurological function. Students begin with neural anatomy, focusing on brain regions involved in executive function and social influence. The course then explores sensory systems and perception, examining visual, auditory, and olfactory processing and their impact on consumer attention. Further modules address memory systems, including declarative and procedural memory, and their role in information processing. The final section examines emotional processing and decision-making, comparing System 1 and System 2 responses and introducing neuroscience measurement techniques. Throughout the course, theoretical concepts are connected to practical applications in neuromarketing and influence campaigns.
Course Introduction
Module 1 · 19 Minutes to complete
Neural Anatomy
Module 2 · 3 Hours to complete
Sensation and Perception
Module 3 · 4 Hours to complete
Memory
Module 4 · 6 Hours to complete
Emotion
Module 5 · 7 Hours to complete
Fee Structure
Instructors
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Instructor associated with Johns Hopkins University
Ian McCulloh is an instructor associated with Johns Hopkins University, offering a variety of courses on Coursera. His expertise spans multiple areas, including AI project management, advanced probability and statistical methods, artificial intelligence in social media analytics, and more. His courses are designed to provide learners with a comprehensive understanding of AI applications and statistical methods. Ian McCulloh's courses are part of a broader curriculum that includes topics such as core concepts in AI, generative AI, and responsible AI ethics. His teaching focuses on practical applications of AI and statistical methods, making his courses valuable for both academic and professional development.
Instructor at Johns Hopkins University specializing in neuroscience
Jennifer McKneely is an instructor at Johns Hopkins University specializing in neuroscience. She teaches courses such as Foundations of Neuroscience, Neuroscience Methods, and Practical Neuromarketing Research on Coursera. Her work focuses on providing learners with a deep understanding of the principles of neuroscience, research methodologies, and their applications in fields like marketing and behavior analysis. Her courses are designed to bridge theoretical knowledge with practical applications, making them valuable for students and professionals aiming to explore the complexities of brain science and its implications in real-world contexts. Through her teachings, McKneely emphasizes the importance of neuroscience in understanding human behavior and decision-making processes.
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Frequently asked questions
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