神经营销基础考试
神经营销基础考试. 
正规网赌软件下载为那些想要证明和/或提高他们的神经营销知识的人提供了一个考试. 考试是以课本为基础的 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.
正规网赌软件下载会员优惠
正规网赌软件下载会员需要登录才能获得100欧元的优惠，而尝试一次只需支付149欧元! 还不是会员? 比较不同的计划
预期正规网赌软件下载成果(ILO)
在课程结束时，学生将能够:
- Identify the basic principles and methods of psychophysiology and neuroscience.
- Describe how brain physiology constrains and predicts consumer behavior.
运用知识和理解
在课程结束时，学生将能够...
- 解释如何使用神经科学方法来改善消费者对产品的体验.
- 演示营销人员如何使用神经科学原理更有效地与消费者沟通.
您将获得以下内容的概述:
- 加深对如何在受众/消费者研究和管理中策略性地使用神经科学的理解
- 您将能够理解消费者神经科学为什么以及如何超越传统指标，并获得有关其预测选择的预测能力的知识
- 您将获得各种神经科学工具的概述，并能够在特定应用方面区分它们
- 您将熟悉该领域的基本神经科学工具和供应商，并能够为您的项目进行批判性选择
- 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/注意力和记忆对媒体和沟通管理的相关性
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的基础知识.
- 候选人应该能够给出该领域的概述，最常见的技术
- 候选人有必要了解大脑和生理系统的背景知识，以了解他们如何在决策的背景下工作
- Candidates understand the mechanisms that govern our perception and experience
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. 提到神经营销的应用
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世界中
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. 区分神经元的元素
b. 告诉你大脑有多重
c. 解释一下什么是神经元尖峰
d. 指出大脑的皮质区域
e. 解释大脑中四个最重要的回路来理解消费者的行为
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. 描述与奖励系统、情感、记忆和注意力有关的主要结构
i. Distinguish the different brain regions and their approximate functions
3. 感觉和知觉
a. 区分不同的感官, 他们的器官, and how sensory information is processed in the brain
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. 描述每种工具的优点/缺点
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. 了解使用神经营销方法可以测量的内容(参与度、记忆、口味、价格等)
f. 解释测量结果
5. 注意
a. 描述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. 描述低介入理论、视觉显著性和注意盲目性等概念
f. Learn how attention can be measured in the brain, using different methods available.
g. 解释哪种方法适用于哪种环境
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. 描述一下关于记忆的知识如何在市场营销中发挥作用
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. 描述情感是什么
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. 描述在市场调查中可用来测量有意识和无意识情绪反应的技术, 以及它们的利弊
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. 描述什么是选择盲视
b. 理解在选择悖论中会发生什么
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1或系统2的因素
f. 提到影响正规网赌软件下载决策的因素
g. 描述一下神经科学对决策的见解如何应用于营销的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. 了解想要和喜欢之间的区别，以及这在大脑的不同路径上是如何表现出来的
f. 描述某些药物如何在大脑中起作用, 利用多巴胺的概念, 神经递质和阿片类药物
g. 描述当前奖励制度的限制和未来市场人员的可能性.
h. 描述像边缘区域这样的概念, 伏隔核和眶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、正规网赌软件下载速率和涉及的神经基质
d. 描述情景记忆，记忆类型，正规网赌软件下载速度和涉及的神经基质.
e. 描述工具性记忆、记忆类型、正规网赌软件下载率和涉及的神经基质.
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所起的作用
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, 使用像视网膜这样的概念, 丘脑, 枕叶, 背侧和腹侧通路, 前额皮质
c. 描述当一个人喜欢产品和价格时，大脑的哪个区域被激活，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. 解释一下社会营销这个术语
b. 了解当想要改变行为时，大脑的哪些区域需要被激活
c. 讨论神经技术的局限性，特别是当考虑到某些更容易受到影响的人口群体时
13. Using Knowledge from Neuroscience to Make Business Predictions
a. 了解商业世界中的大脑和大数据分析有什么共同点
b. Describe the two classical methods by which the brain makes predictions
c. 解释预测错误发生时会发生什么
d. 解释为什么了解大脑如何在大数据分析方面进行预测是有帮助的
e. 描述一下机器正规网赌软件下载是如何工作的
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. 解释尼尔森的决策模型, 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学
a. Understand neuroethics in designing an applied neuroscience study
b. 解释神经伦理学的历史
c. Learn the essential regulatory guidelines for human subject research
d. Apply practical ethical concerns in conducting real-world neuro-based research
e. Explain the importance of informed consent as a required process to any neuro study
f. 对研究参与者的隐私和保密权有很强的意识
g. Maintain a dialogue regarding essential aspects of the Belmont Report
h. 了解正规网赌软件下载在该领域从业人员的道德准则中包含的要素
i. 定义“反向推理”一词，并解释其对解释神经科学数据的风险.
j. 找出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. 正规网赌软件下载不同的法律反对在全球范围内使用应用神经科学技术.
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. Learn about new technologies to measure pre-conscious biological responses
d. Discuss the future relevance of “stand-off” technologies in measuring consumers
e. 考虑一下如何针对虚拟环境优化消费者神经科学的测量方法
e. Understand the importance of measuring multiple sensory inputs in branded content
f. 解释通过“神经细分”识别独特消费者群体的新机会