Online courses directory (19947)

Course Summary

When was Stonehenge built? Who built it? How was it built? Why was it built? Answers cannot be promised to all of these, but we can get better at asking the questions and work towards solutions. We can look at how people have responded to Stonehenge. Most of all we can begin to think about what Stonehenge means to us.

What do I learn?

• To understand present archaeological thinking about Stonehenge.
• To evaluate responses to Stonehenge in art, literature, music, architecture and culture.
• To consider your own response to Stonehenge, expressed through two peer-evaluated mini-essays.

What do I need too know?

No entry requirements. This MOOC is open to all.

Course Structure

Chapter 1: The Stonehenge Landscape
Stonehenge as a landscape of prehistoric sites. A historical context: the Mesolithic, the Neolithic and the building of the Stonehenge.

Chapter 2: Who built Stonehenge?
Theories: when, by whom, how and why.

Chapter 3: Stonehenge Problems
Context - the Stonehenge landscape: problems with transportation and erection. Part destruction - why and how?

Chapter 4: Responses to Stonehenge
An array of responses: Geoffrey of Monmouth (1138); the antiquarian tradition, the temple and astronomic alignments traditions; various amateur theories; the archaeological traditions.
Stonehenge, Woodhenge: monuments in a landscape

Chapter 5: Cultural Contexts
Stonehenge in fiction, poetry, music, art and popular culture.

Chapter 6: Stonehenge Today
Stonehenge as a cultural icon, emblem of Britain, World Heritage site and sacred space.
Blick Mead as the cradle of Stonehenge.

Chapter 7: Reassessing Stonehenge
Written activity as an assessment

Chapter 8: Responses to Stonehenge
Examination of students' responses through their essays. Integration of blog, Wiki, Twitter and eBook as a way of continuing the discussion after the course.

Workload

Approximately two hours per week for watching video lectures, completing quizzes and homework assignments.

Course Summary

In an age of self-service stores, saturated markets, and ever more demanding customers, the creative and science-driven design of the point of sale has become a crucial success factor for both retailers and service businesses. In this MOOC, you will be introduced to shopper marketing. You will learn to understand shopping behavior and how to optimize the design of retail stores and service environments to increase customer satisfaction and sales. While the focus is on the practical applicability of the concepts discussed, the MOOC is also firmly grounded in consumer and psychological research. In the lessons, I will draw on both the recent research literature and my own experience in marketing consulting and consumer research.

The topics covered in the MOOC are:

• Store layout: Influencing how shoppers navigate the store

• Helping shopper orientation in the store

• Store design factors

• Visual merchandising techniques

• Influencing the store atmosphere

• Experiential store design: Making shopping fun

• Specific applications of store design principles

What will I learn?

By the end this MOOC, you will have developed an understanding of consumer behavior at the point of sale and be able to apply this knowledge to the (re)design of retail spaces and service environments.

Specifically, you will:

• appreciate the relevance of shopper marketing and store design

• understand the goals of store and servicescape design

• be able to apply environmental psychology principles to the design of retail and service spaces

• understand the effect of sensory clues such as music, scents and colors on shopping behavior

• understand how emotions influence shopping decisions and be able to trigger emotions in shoppers

• understand the importance of experiential marketing and store design

• be able to influence consumer behavior with specific store design and visual merchandising techniques

• be able to apply the knowledge gained in this MOOC to evaluate retail spaces and servicescapes

Also, you should have fun in this MOOC :-)

What do I need to know?

No prior marketing, business or psychology knowledge is required.

Course Structure

Week 1: Shopper movement and behavior in the store

Find out how shoppers navigate the store, how they search for products, and how you can make them find the products you want them to see and buy. 


1.0 Welcome to the course

1.1 Overview of the module

1.2 Shopper shadowing: Tracking shoppers in the store

1.3 Four principles of how shoppers move in the store

1.4 Grid and free form: Creating a store layout that suits the store

1.5 Follow the yellow brick road: Influencing shopper movement through a loop

1.6 How I ended up buying potato chips: Where to place products so that shoppers buy them

1.7 Eye level is buy level: The principles of shelf placement

1.8 Horizontal, not vertical: Shoppers’ search patterns

1.9 Follow the eye: Eyetracking at the Point of Sale

From my bookshelf

Week 2: Shopper orientation and disorientation

Learn why shopper confusion kills every sale and how you can help shoppers find their way—all the way to the cash register.


2.1 Overview of the module

2.2 I’m so lost… and I hate this place: The effects of shopper disorientation

2.3 It’s all stored in the head: Improving shopper orientation through cognitive maps

2.4 Beware of the magic number 7: Improving shopper orientation through signs

2.5 Words and pictures: Applying dual coding theory

2.6 You are here: Improving orientation through store maps

2.7 The store as a forbidden place: Consumer disinformation

From my bookshelf

Week 3: Influencing shoppers through the store atmosphere

Learn how to appeal to shopper emotions through use of colors, scents, light, and music.

3.1 Overview of the module

3.2 Communicating through the senses: How the store atmosphere influences emotions

3.3 How the environment influences shoppers: The Mehrabian-Russell-Model

3.4 Arousal and pleasure: The key drivers of in-store behavior

3.5 Better slow than fast: Using background music in the store

3.6 The smell of happy memories: Using ambient scents

3.7 Let the sunshine in: Store lighting

3.8 Red or blue? Colors in the store

3.9 Everything must fit: The importance of congruence

From my bookshelf

Week 4: Visual merchandising – the art and science of product presentation

Let me show you what the most attention-grabbing and profitable ways to present your merchandise are.

4.1 Overview of the module

4.2 The art and science of seducing shoppers with the merchandise: What is visual merchandising?

4.3 Shoppers buy only what they see: The 3 key principles of visual merchandising

4.4 Less is more: Avoiding the choice overload effect

4.5 Choosing the right company for your products: The bundled presentation merchandising technique

4.6 Creating visual magnets: Directing the shoppers’ attention

4.7 A picture says more than a thousand words: Using in-store graphics to trigger cognitive schemas

From my bookshelf

Week 5: Making shopping fun through experiential store design

I'll teach you to make shopping memorable and fun by creating unique experiences.

5.1 Overview of the module

5.2 Competing with cyberspace: Reasons for experiential store design

5.3 Necessity or fun: Utilitarian and hedonic shopping

5.4 Appealing to the pleasure seekers: 4 steps for creating shopping experiences for hedonic shoppers

5.5 Exciting places and live entertainment: Designing experiences for adventure shoppers

5.6 Creating a third place: Designing experiences for social shoppers

5.7 Gifts, indulgence and curiosity: Experiences for role, gratification, and idea shoppers

5.8 Appealing to the bargain hunters: Designing experiences for deal-prone consumers

5.9 Jungles, castles and Harry Potter: Creating effective themed experiences

From my bookshelf

Week 6: Recipes for influencing shoppers

Find out how you can apply the concepts learned in this course to influence specific shopping behaviors and achieve positive effects for the store.

6.1 Overview of the module

6.2 How much longer? Shorten consumers’ wait-time perceptions

6.3 Expensive or cheap? Influence shoppers’ price perceptions

6.4 Accessibility for all: Design the store for senior citizens

6.5 Wait, wait, don’t go! Keep shoppers in the store longer

6.6 I must have that! Encourage impulse purchases

6.7 Make shopping simple and fun: The importance of processing fluency

6.8 Course conclusion