How do I activate MATLAB 2014 student version?

I cannot activate my account using the serial number given in the package. I'm assuming the activation key is produced after I install MATLAB with the given serial number, but how am I suppose to install MATLAB at the first place if I need the activation key to download MATLAB? or is the serial number the activation key?

Answer 1

[Image Analyst]

With me it asked for my Mathworks website login information, which is my email and password to the Mathworks account, and then it did it as one of the final steps in the installation. Can you enter that?