Practical Neuromarketing Research
Discover how neuromarketing reveals consumer decisions through behavioral science while mastering biometric tools and ethical research protocols.
Discover how neuromarketing reveals consumer decisions through behavioral science while mastering biometric tools and ethical research protocols.
This comprehensive course bridges the gap between behavioral science and neuromarketing, providing you with practical tools to understand and influence consumer decisions. You'll explore established behavior change models alongside the cutting-edge neurocognitive influence model, gaining hands-on experience with biometric and neuroimaging tools for data collection and analysis. The curriculum emphasizes ethical research practices, ensuring you can develop protocols that comply with university and federal guidelines for human subjects research. Through real-world data analysis, you'll gain insights into influence mechanisms, persuasion techniques, and counter-arguing strategies. What distinguishes this course is its practical application focus – from designing experiments to analyzing cross-cultural neuroscience data, you'll develop both the theoretical knowledge and practical experience needed to contribute meaningfully to the neuromarketing field. Ideal for professionals seeking to understand the neurological underpinnings of consumer behavior and apply these insights to real-world marketing challenges.
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What you'll learn
Learn classical and neurocognitive models of behavior change for marketing applications
Develop ethical research protocols compliant with university and federal guidelines
Design experimental studies using factorial approaches for neuromarketing research
Gain hands-on experience with biometric and neuroimaging tools for data collection
Analyze real-world data to understand influence, persuasion, and counter-arguing mechanisms
Apply cross-cultural neuroscience experiments to marketing challenges
Skills you'll gain
This course includes:
4.8 Hours PreRecorded video
12 assignments
Access on Mobile, Tablet, Desktop
Batch access
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There are 5 modules in this course
This course provides a comprehensive exploration of neuromarketing research, integrating theoretical frameworks with practical applications. Students begin by examining classical behavior change models and the neurocognitive influence model, establishing a strong foundation in consumer psychology. The curriculum then advances to ethical considerations in human subjects research, ensuring compliance with institutional and federal guidelines. Experimental design techniques are covered extensively, with special emphasis on factorial experiments and resolution methods applicable to neuroscience studies. The course culminates with real-world data collection scenarios, including cross-cultural neuroscience experiments that offer opportunities for original research and potential academic publication. Throughout the program, students gain hands-on experience with biometric, psycho-physiological, and neuroimaging tools, preparing them to conduct ethical and effective neuromarketing research.
Course Introduction
Module 1 · 24 Minutes to complete
Influence and Human Behavior
Module 2 · 6 Hours to complete
Human Subject Research Fundamentals
Module 3 · 4 Hours to complete
Experimental Design
Module 4 · 3 Hours to complete
Data Collection in the Wild
Module 5 · 5 Hours to complete
Fee Structure
Instructors
Pioneering Social Network Analysis and AI at Johns Hopkins University
Dr. Ian McCulloh is an esteemed associate professor at Johns Hopkins University, holding joint appointments in the Bloomberg School of Public Health and the Whiting School of Engineering. His research focuses on social neuroscience, social network analysis, and the application of artificial intelligence to enhance understanding of online influence and strategic communication. With over 100 peer-reviewed publications and several influential books, including Social Network Analysis with Applications and ISIS in Iraq: Understanding the Social and Psychological Foundations of Terror, Dr. McCulloh has established himself as a leading voice in his field. He also founded the Brain Rise Foundation, a nonprofit dedicated to advancing neuroscience research for substance abuse recovery. Prior to his academic career, he had a distinguished military service, retiring as a Lieutenant Colonel after 20 years, during which he led innovative projects in data-driven social science research for countering extremism. Dr. McCulloh's multifaceted expertise and commitment to applying science for societal benefit make him a valuable asset to both academia and public health initiatives.
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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