The course "Foundations of Neuroscience" delves into the neural and biological foundations of influence and persuasion, providing a comprehensive understanding of how the brain processes sensory, emotional, and cognitive information. You will explore key brain regions and their role in decision-making, memory, attention, and emotion, essential for effective communication strategies. By gaining hands-on experience with neuroscience measurement techniques, you will learn to assess the impact of influence campaigns through implicit and explicit methods.
Foundations of Neuroscience
Foundations of Neuroscience
This course is part of Neuromarketing Specialization
Instructors: Ian McCulloh
Included with 
Gain insight into a topic and learn the fundamentals.
Intermediate level
Recommended experience
22 hours to complete
3 weeks at 7 hours a week
Flexible schedule
Learn at your own pace
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.
Skills you'll gain
Details to know
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Recently updated!
December 2024
Assessments
12 assignments
Taught in English
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This course is part of the Neuromarketing Specialization
When you enroll in this course, you'll also be enrolled in this Specialization.
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There are 5 modules in this course
This course explores the neural and biological foundations of influence and persuasion, focusing on key brain regions, sensory systems, and emotional processing. Learners will examine cognitive processes like attention, memory, and decision-making, and how these relate to persuasive communication. The course also covers the role of sensory perception phenomena and the impact of emotional responses on behavior. Learners will gain practical skills in evaluating influence campaigns using neuroscience measurement techniques. Through case studies and hands-on assessments, students will apply these insights to real-world scenarios.
What's included
2 readings1 plugin
This module will explore neural anatomy and brain function. Specific attention is focused on the pre-frontal cortex responsible for executive function. This module requires more memorization than other modules in the course, but is necessary to develop fluency of brain anatomy and functions so that future modules are more effective.
What's included
6 videos3 readings3 assignments
This module provides an overview of perception and cognition. Key theories will include top-down and bottom-up processing. The module will emphasize visual, auditory, and olfactory processing in the brain and its relation to influence and attention.
What's included
5 videos3 readings3 assignments
This module delves into the intricacies of human information processing and its role in influence. Learners will explore core cognitive processes—attention, engagement, working memory, and workload—while distinguishing between implicit and explicit measurement methods.
What's included
5 videos3 readings3 assignments
In this module, you'll explore the brain structures that support different memory processes. You'll also dive into topics like declarative and non-declarative memory, procedural memory, and priming, along with an introduction to how encoding and retrieval work.
What's included
5 videos3 readings3 assignments
Instructors
Offered by
Recommended if you're interested in Governance and Society
Queen Mary University of London
Coursera Instructor Network
Northwestern University
University of California, Davis
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Frequently asked questions
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