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神经营销学基础考试

神经营销学基础考试

NMSBA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种考试. 考试以课本为基础 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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NMSBA会员优惠

NMSBA members need to log in to get an 80 euro discount! 还不是会员? 考虑这个提议 

预期亚博IM电竞网址成果(ILO)

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.

应用知识和理解

At the end of the course, student will be able to...

  • 解释如何使用神经科学的方法来改善消费者对产品的体验.
  • 展示营销者如何运用神经科学原理更有效地与消费者沟通.

你将得到以下概述:

  • 深入理解如何在受众/消费者研究和管理中战略性地使用神经科学
  • 你将能够理解为什么和如何消费者神经科学超越传统的指标,并获得知识,预测选择的预测能力
  • 您将获得各种神经科学工具的概述,并能够区分它们的具体应用
  • 您将熟悉该领域重要的神经科学工具和供应商,并能够为您的项目批判性地选择它们
  • 您将受益于该领域顶尖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,以证明他们理解神经营销的基本原理.

  • 候选人应该能够给出一个领域的概述,最常见的技术
  • 考生必须了解大脑和生理系统的背景知识,以了解他们如何在决策环境中工作
  • 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.    神经营销领域的基本概念
a.      提及神经营销的应用
b.
      列出相关科学家的名字,并说明他们在神经营销领域的贡献
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.
       把这些理论应用到现实世界中去
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.    脑生理学与解剖学
a. 区分神经元的组成部分
b. 告诉我大脑有多重
c. 解释一下什么是神经元尖峰
d. 指出大脑的皮层区域
e. 解释大脑中四个最重要的回路来理解消费者行为
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. 描述奖励系统、情绪、记忆和注意力的主要结构
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,以及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. 提及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. 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. 亚博IM电竞网址使用神经营销方法可以测量什么(参与、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. 描述一些概念,如低介入理论,视觉显著性和注意盲
f. 亚博IM电竞网址如何在大脑中测量注意力,使用不同的方法.
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在市场营销中是如何有用的
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来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. 请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1或系统2的因素
f. 提到影响我们决策的因素
g. 描述如何将神经科学的见解应用到决策中,应用到营销的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上表现出来的
f. 描述某些药物如何在大脑中发挥作用, 利用多巴胺的概念, 神经递质和opiods
g. 描述当前的奖励系统限制和未来市场人员的可能性.
h. 描述边缘区之类的概念, 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,亚博IM电竞网址速率和相关的神经基质
d. 描述情景记忆,记忆类型,亚博IM电竞网址速率和涉及的神经基质.
e. 描述工具记忆,记忆类型,亚博IM电竞网址速率和涉及的神经基质.
f. Point out what happened during the Pepsi/Coke experiment: the Pepsi Challenge
g. 理解目标与习惯性的决策过程以及习惯所扮演的角色

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, 使用视网膜这样的概念, 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. 解释社会化营销这个术语
b. 当需要改变行为时,了解大脑的哪些区域需要被激活
c. 讨论神经技术的局限性,特别是在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. 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. 解释一下为什么了解大脑如何对大数据分析进行预测是有帮助的
e. 描述机器亚博IM电竞网址是如何工作的
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. 市场研究的应用
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.
 亚博IM电竞网址 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.
 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.
 亚博IM电竞网址NMSBA对该领域从业人员的道德规范中包含的要素
i. 定义逆向推理这个术语,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. 亚博IM电竞网址在全球范围内反对应用神经科学技术的各种法则. 

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.
 亚博IM电竞网址 about new technologies to measure pre-conscious biological responses
d.
 Discuss the future relevance of “stand-off” technologies in measuring consumers
e.
 考虑如何为虚拟环境优化消费者神经科学的度量
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