Abstract:

Neuromarketing is not a traditional discipline, but rather a combination of disciplines, involving marketing, business administration, psychology, sociology, engineering and technology. Neuromarketing offers applications that develop the way the individual is monitored.

Neuromarketing is an essential topic in the current technological world and it has experienced an explosive growth in the last years. That is, this discipline has attracted much attention as a process in many engineering and business yields, such as optical and magnetic devices, displays, and medical technologies.

Recently, neuromarketing subjects have greatly improved when classroom teaching is supported by adequate laboratory courses and experiments, following the ‘learning by doing’ paradigm, which provides students with a deeper understanding of theoretical lessons. It is believed that developments in neuromarketing will likely change the traditional practices in the classroom.

This paper proposes a mix of consumer-based technologies to develop a neuromarketing project into a laboratory activity. Thees technologies can make neuromarketing more appealing to students by enhancing the attractiveness of business administration curricula. In laboratory activity, neuromarketing courses using a laboratory platform and neuromarketing exploration projects enhance interest and offer sufficient knowledge to students. Such courses can help students to understand neuromarketing concepts and the application of consumer-based systems. This neuromarketing exploration project in the form a laboratory activity has been evaluated successfully based on the evaluation results and responses to questionnaires: students and experts rated the neuromarketing laboratory activity highly, with mean values of 4.23 and 4.31, respectively. As for the Cronbach’s alpha coefficient of the neuromarketing laboratory activity, questionnaire results showed that the satisfaction levels of experts and students in this study were 0.85 and 0.917, respectively. These results demonstrate the excellent reliability of the survey’s internal consistency. Furthermore, more than 75% of the students, those with scores over 80, found the laboratory activity learning in the neuromarketing exploration project to be very good or excellent. Moreover, the students obtained very good academic goals.

Within the specific context of a virtual private university, this work is oriented to develop certain generic competencies for improving educational processes at universities.The outline of this paper is the following. The first section refers the introduction and motivations related to this research. Second, we review the literature on didactic strategies and approaches to experiential learning in Higher Education oriented to promote neuromarketing projects in teaching and learning processes. Third, a systematic method for implementing these practices in the classroom is described in this paper: in this context, a systematic methodology to collect and analyze data is presented. Fourth, a discussion of the results is carried out. Finally, the last section is devoted to the conclusions, implications in the classroom and future research. The findings of this research will be relevant in decisions of educational policy, but also on the pedagogical theory and practice in the scope of this study.

Keywords:

Knowledge Management, Neuromarketing, teaching innovation, business process, Higher Education.