神经营销学基础考试
皇冠365官方App为那些想要证明和/或提高他们的神经营销学知识的人提供了一项考试. 考试以教科书为依据 消费者神经科学 (瑟夫/ Garcia-Garcia等.al.) To obtain the Neuromarketing Fundamentals Certification, participants need to pass the online exam with a 70% correct rate. You'll receive a voucher to take the exam - valid for two years. If you pass you can immediately download your certificate.
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预期皇冠365官方App成果(国际劳工组织)
At the end of the course students will be able to:
- Identify the basic principles and methods of psychophysiology and neuroscience.
- Describe how brain physiology constraints and predicts consumer behavior.
运用知识和理解
At the end of the course, student will be able to...
- 解释如何使用神经科学方法来改善消费者的产品体验.
- 展示营销人员如何利用神经科学原理更有效地与消费者沟通.
您将获得以下概述:
- 对如何在受众/消费者研究和管理中战略性地使用神经科学有更深的理解
- 您将能够理解消费者神经科学超越传统指标的原因和方式，并了解其在预测选择方面的预测能力
- 您将获得各种神经科学工具的概述，并能够根据具体的应用来区分它们
- 您将熟悉该领域的重要神经科学工具和供应商，并能够为您的项目谨慎地选择它们
- 您将受益于该领域顶级商业和学术专家的经验. All sessions are underlined by insights from industry cases and expert views
- 你可以解释情绪在决策过程中的重要性，以及情绪/注意和记忆在媒体和传播管理中的相关性
To get the Neuromarketing Fundamentals Certification, 参与者需要通过考试，证明他们了解神经营销学的基本原理.
- 应聘者应该能够提供该领域的概述，最常见的技术
- 考生必须了解大脑和生理系统的背景知识，以理解他们如何在决策环境下工作
- Candidates understand the mechanisms that govern our perception and experience
Would you like to try a few questions for practicing?
更详细的要求:
The candidate for the Neuromarketing Fundamentals exam can ...
1. 神经营销学领域的基本概念
a. 提及神经营销学的应用
b. 说出相关科学家的名字，并说明他们对神经营销学领域的贡献
c. Put the neuromarketing techniques in order of history
d. Explain what different neuromarketing techniques measure
e. Explain the different theories on decision making studies throughout history
f. 将这些理论应用到现实生活中
g. Explain how people have been using neuroscience to better understand the consumer
h. Mention and explain the advantages and limitations of neuromarketing
i. Create a checklist to evaluate a neuromarketing vendor
2. 脑生理学和解剖学
a. 区分神经元的成分
b. 告诉我大脑有多重
c. 解释一下什么是神经元脉冲
d. 指出大脑的皮质区域
e. 解释大脑中理解消费者行为的四个最重要的回路
f. Explain the effects of the marketing mix on neural circuits
g. Describe what dopamine is, where it is released, and what it does in your brain
h. 描述涉及奖励系统、情感、记忆和注意的主要结构
i. Distinguish the different brain regions and their approximate functions
3. 感觉和知觉
a. 区分不同的感觉，它们的器官和感觉信息是如何在大脑中处理的
b. 解释什么是潜意识广告
c. 提到与每种感觉相关的能量类型
d. 指出眼睛和耳朵的解剖结构
e. 解释颜色和声音的心理效应及其在神经营销学中的应用
f. Explain the role smell and taste play in the human nervous system
4. 方法
a. Mention and describe the neuromarketing tools available for marketers.
b. Describe the advantages/disadvantages for each tool
c. Distinguish what tool can be used to measure what you need to know
d. 描述空间分辨率和时间分辨率的概念以及它们之间的关系
e. 皇冠365官方App可以使用神经营销方法测量的内容(参与度、记忆力、口味、价格等)
f. 解释测量结果
5. 注意
a. 描述一下什么是自上而下的注意力
b. Describe what bottom-up attention is, and what factors facilitate it
c. Understand why attention is a relevant factor in the marketing field
e. 描述概念，如低介入理论，视觉突出和注意失明
f. 皇冠365官方App如何用不同的方法在大脑中测量注意力.
g. Explain which methods are suitable in which setting
6. 内存
a. Understand why the hippocampus is important in terms of memory
b. Describe how and where memory is formed and stored in the brain
c. Describe how an associative memory network functions
d. 描述关于记忆的知识是如何在市场营销中发挥作用的
e. 描述如何重复, 情感, and existing memories play a part in the formation of long-lasting memories
7. 情感
a. 描述什么是情感
b. Understand the two theories behind the forming of 情感s
c. Describe the concepts of low versus high arousal and valence
d. Understand the role of the brain and the body in 情感
e. 描述在市场研究中可用于测量有意识和无意识情绪反应的技术, 以及他们的利弊
f. Describe the (positive/negative) impact of 情感 on marketing efforts
g. Understand what impact certain medication can have on long term retention
8. 决策
a. 描述什么是选择盲目性
b. Understand what happens in the paradox of choice
c. Describe what happens during System 1 and System 2 decision-making
d. Distinguish in what instance one would use System 1 vs System 2 decision-making
e. 提到有利于系统一或系统二的因素
f. 提及影响皇冠365官方App决策的因素
g. 描述神经科学对决策的洞见如何应用于营销的4p
9. 奖励系统
a. 描述奖励的概念
b. Distinguish between primary and secondary rewards and give examples of both
c. Distinguish three regions in the brain involved in reward and sales prediction
d. Describe the most successful neuroscience method in terms of reward and why
e. 理解“想要”和“喜欢”之间的区别，以及这是如何在大脑的不同路径中表现出来的
f. 描述某些药物是如何在大脑中起作用的, 使用多巴胺的概念, 神经递质和opiods
g. 描述当前奖励系统的限制和未来市场营销的可能性.
h. 描述像边缘区域这样的概念, 伏隔核和眼窝前额皮质以及它们在奖励方面的关系
10. 品牌资产
a. Describe the memory systems of particular importance for consumer decision-making
b. 描述语义记忆，记忆类型，皇冠365官方App速度和神经基质
d. 描述情景记忆，记忆类型，皇冠365官方App速度和神经基质.
e. 描述工具记忆，记忆类型，皇冠365官方App速度和神经基质.
f. Point out what happened during the Pepsi/Coke experiment: the Pepsi Challenge
g. 理解目标导向与习惯性决策过程以及习惯性所扮演的角色
11. 价格
a. Describe what Neuropricing entails and why it is helpful
b. Describe what happens in the body when we perceive an object, 使用视网膜等概念, 丘脑, 枕叶, 背侧和腹侧路径, 和前额叶皮层
c. 描述当一个人喜欢某个产品和价格时，大脑的哪个区域会被激活，以及为什么这很有趣
d. Describe what price pain is and where is the brain activated when this happens
12. 社会营销
a. 解释一下社交营销这个术语
b. 了解当需要行为改变时，大脑的哪些区域需要被激活
c. 讨论神经技术的局限性，特别是考虑到某些人口统计群体更容易受到影响
13. Using Knowledge from Neuroscience to Make Business Predictions
a. 理解商业世界中的大脑和大数据分析有什么共同之处
b. Describe the two classical methods by which the brain makes predictions
c. Explain what happens when a prediction error occurs
d. 解释为什么了解大脑如何进行大数据分析的预测是有帮助的
e. 描述机器皇冠365官方App是如何工作的
f. 解释哪些神经科学方法可以用于市场研究和预测，以及如何使用
14. 在市场研究中的应用
a. 简要介绍一下市场研究的历史
b. Describe the barriers that exist(ed) with the use of neuroscience in marketing
c. 请解释尼尔森的决策模式, the role of 情感 and the link with Antonio Damasio’s somatic marker hypothesis.
d. Explain how 情感al advertising works to build brands, according to Robert Heath
e. Describe which research areas are most likely to be disrupted by neuroscience
15. 消费者神经科学中的伦理
a. Understand neuroethics in designing an applied neuroscience study
b. 解释神经伦理学的历史
c. 皇冠365官方App the essential regulatory guidelines for human subject research
d. Apply practical ethical concerns in conducting real-world neuro-based research
e. 解释知情同意作为任何神经研究的必要程序的重要性
f. 加纳对研究参与者的隐私和保密权利有强烈的意识
g. Maintain a dialogue regarding essential aspects of the Belmont Report
h. 皇冠365官方App皇冠365官方App领域从业人员道德规范中包含的要素
i. 定义反向推理这个术语，并解释它对解释神经科学数据的风险.
j. 识别消费者神经科学研究的批评者和反对者提出的关键问题
k. 皇冠365官方App在全球范围内应用神经科学技术的不同规律.
16. The Future of Neuromarketing and 消费者神经科学
a. Understand the importance of connecting neuroscience-data to business outcomes
b. Explain the importance of varying types of validity in effective research designs
c. 皇冠365官方App about new technologies to measure pre-conscious biological responses
d. Discuss the future relevance of “stand-off” technologies in measuring consumers
e. 考虑如何针对虚拟环境优化消费者神经科学的测量
e. Understand the importance of measuring multiple sensory inputs in branded content
f. 解释通过“神经分割”识别独特消费者群体的新机会