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神经营销学基础考试

神经营销学基础考试

The NMSBA offers an exam for those who would like to prove and/or improve their Neuromarketing knowledge. 考试以课本为基础 消费者神经科学 (瑟夫/ Garcia-Garcia等.al.获得神经营销基础认证, 参与者需要以70%的正确率通过在线考试. 你将收到一张有效期两年的考试代金券. 如果你通过了,你可以立即下载你的证书.

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预期AG亚游手机版app下载成果(ILO)

在课程结束时,学生将能够:

  • 识别心理生理学和神经科学的基本原理和方法.
  • 描述大脑生理如何约束和预测消费者行为.

应用知识和理解

在课程结束时,学生将能够...

  • Explain how neuroscientific methods can be used to improve consumers’ experiences of products.
  • Demonstrate how marketers can use neuroscientific principles to more effectively communicate with consumers.

你将得到以下概述:

  • Yield a deeper understanding how to strategically use neuroscience in audience/consumer research and management
  • You will be able to understand why and how consumer neuroscience goes beyond traditional metrics and gain knowledge about its predictive power in predicting choices
  • You will get an overview of various neuroscientific tools and be able to differentiate them in terms of specific applications
  • You will get familiar with important neuroscience tools and vendors in the field and be able to critically select them for your projects
  • You will benefit from the experiences of top business and academic experts in the field. 所有会议都以行业案例和专家观点为重点
  • You can explain the importance of 情感s in decision-making processes and the relevance of 情感s/ attention and memory for media and communication management

获得神经营销基础证书, participants need to pass the exam that proves they understand the fundamentals of neuromarketing.

  • Candidates should be able to give an overview of the field, the most common technologies
  • Candidates have knowledge about the background on the brain and physiological systems necessary for understanding how they work in the context of decision making
  • 候选人理解控制我们的感知和经验的机制

你想尝试一些问题来练习吗?

更详细的要求:

神经营销基础考试的考生可以 ...

1.    神经营销领域的基本概念
a.      提及神经营销的应用
b.
      Name relevant scientists and relate their contribution to the field of neuromarketing
c.
      把神经营销技术按历史顺序排列
d.
      解释不同的神经营销技术测量什么
e.
      解释历史上关于决策研究的不同理论
f.
       把这些理论应用到现实世界中去
g.
      解释人们是如何利用神经科学更好地了解消费者的
h.
      提及并解释神经营销的优点和局限性
i.
       创建一个评估神经营销供应商的清单

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. Explain the four most important circuits in the brain to understand consumer behavior
f. 解释营销组合对神经回路的影响
g. 描述一下多巴胺是什么,它在哪里释放,它在你的大脑里做什么
h. Describe the main structures involved in the reward system, 情感, memory and attention
i. 区分大脑的不同区域及其近似功能

3.  感觉和知觉
a. Distinguish the different senses, their organs and how sensory information is processed in the brain
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. Explain the psychological effects of color and sound and their application in neuromarketing
f. 解释嗅觉和味觉在人类神经系统中所扮演的角色

4. 方法
a. 提及并描述营销人员可用的神经营销工具.
b. 描述每种工具的优点/缺点
c. 区分什么工具可以用来衡量你需要知道的东西
d. Describe the concepts of spatial resolution and temporal resolution and how they relate
e. AG亚游手机版app下载 what can be measured using neuromarketing methods (engagement, memory, taste, price etc)
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. 描述什么是自下而上的关注,以及什么因素促成了它
c. 理解为什么注意力在营销领域是一个相关因素
e. Describe concepts such as low-involvement theory, visual salience and attentional blindness
f. AG亚游手机版app下载 how attention can be measured in the brain, using different methods available.
g. 解释哪种方法适合于哪种设置

6. 内存
a. 理解为什么海马体对记忆很重要
b. 描述记忆在大脑中是如何形成和储存的
c. 描述联想记忆网络是如何运作的
d. Describe how the knowledge around memory can be useful in terms of marketing efforts
e. 描述如何重复, 情感, 现有的记忆在长期记忆的形成中起着作用

7. 情感
a. 描述什么是情感
b. 理解情绪形成背后的两个理论
c. 描述低觉醒、高觉醒和效价的概念
d. 理解大脑和身体在情感中的作用
e. Describe the techniques available for measuring conscious and non-conscious 情感al responses in market research, 以及他们的利弊
f. 描述情绪对营销工作的(积极/消极)影响
g. 了解某些药物对长期保留的影响

8. 决策
a. 请描述什么是选择盲目性
b. 理解选择悖论中会发生什么
c. 描述系统1和系统2的决策过程
d. 区分在什么情况下会使用系统1和系统2的决策
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. Describe how neuroscientific insights into decision-making are applied to the 4 P’s of marketing

9. 奖励系统
a.  描述奖励的概念
b. 区分主要奖励和次要奖励,并给出两者的例子
c. 区分大脑中涉及奖励和销售预测的三个区域
d. 描述最成功的神经科学方法的奖励和原因
e. Understand the difference between wanting and liking and how this is shown in different paths of the brain
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. Describe the current reward system restrictions and possibilities for future marketeers.
h. 描述边缘区之类的概念, nucleus accumbens and orbitofrontal cortex and how they are related in terms of reward

10. 品牌资产
a. 描述对消费者决策特别重要的记忆系统
b. Describe semantic memory, the memory type, learning rate and neural substrates involved
d. Describe episodic memory, the memory type, learning rate and neural substrates involved.
e. Describe instrumental memory, the memory type, learning rate and neural substrates involved.
f. 指出百事/可口可乐的实验:百事挑战
g. Understand the goal directed versus the habitual decision-making process and the role habits play

11. 价格
a. 描述什么是神经定价,为什么它是有帮助的
b. 描述当我们感知一个物体时,我们的身体发生了什么, 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. Describe what area in the brain is activated when a person liked the product and price and why is this interesting
d. 描述什么是价格痛以及当这种情况发生时大脑的哪个部位被激活

12. 社会营销
a. 解释社会化营销这个术语
b. Understand which areas in the brain need to be activated when behavioral change is desired
c. Discuss the limits of neuro techniques especially when considering certain demographic groups who are more vulnerable to influences

13. 运用神经科学的知识进行商业预测
a. Understand what the brain and big data analysis in the business world have in common
b. 描述大脑进行预测的两种经典方法
c. 解释当预测错误发生时会发生什么
d. Explain why it is helpful to know how the brain does its predictions with regards to big data analytics
e. 描述机器AG亚游手机版app下载是如何工作的
f. Explain which neuroscience methods can be used in market research and prediction and how

14. 市场研究的应用
a. 简要介绍一下市场研究的历史
b. 描述在市场营销中使用神经科学存在的障碍
c. 解释尼尔森的决策模型, 情绪的作用以及与安东尼奥·达马西奥的体细胞标记假说的联系.
d. 解释情感广告如何建立品牌,根据罗伯特希思
e. 描述哪些研究领域最有可能被神经科学扰乱

15. 消费者神经科学中的伦理学
a. 在设计应用神经科学研究时了解神经伦理学
b.
 解释神经伦理学的历史
c.
 AG亚游手机版app下载人体课题研究的基本管理指导方针
d.
 在现实世界的神经研究中应用实际的伦理考量
e.
 Explain the importance of informed consent as a required process to any neuro study
f.
 Garner a strong awareness of study participant’s privacy and rights to confidentiality
g.
 就贝尔蒙特报告的重要方面保持对话
h.
 AG亚游手机版app下载 the elements contained in the NMSBA’s code of ethics for practitioners in the field
i. Define the term reverse inference and explain its risk to interpreting neuroscientific data.
j. Identify key issues brought up by critics and opponents of consumer neuroscience research
k. AG亚游手机版app下载 varying laws against the use of applied neuroscience techniques at the global scale. 

16.    未来的神经营销和消费者神经科学
a. 理解将神经科学数据与业务结果联系起来的重要性
b.
 解释有效研究设计中不同类型效度的重要性
c.
 了解测量前意识生物反应的新技术
d.
 讨论“对峙”技术在衡量消费者方面的未来相关性
e.
 Consider how measures of consumer neuroscience can be optimized for virtual environments
e.
 理解在品牌内容中测量多种感官输入的重要性
f.
 Explain new opportunities to identify unique consumer populations through “neurosegmentation”