Neuromarketing, as an effective tool for education in sales and advertising
DOI:
https://doi.org/10.4185/RLCS-2019-1377Keywords:
Neuromarketing, Communication, Education, Sales, AdvertisingAbstract
The techniques companies use to communicate with their customers, for both sales and advertising purposes, were developed by marketing, a field that has evolved and been perfected over the years. In this context, neuromarketing has irrupted as an ideal tool for communication in the business world and many large companies already use it. However, many degree programmes in business, commercial engineering and engineering administration do not teach their students about the features and use of neuromarketing. This is the reality in Latin America, especially in Chile, and Spain, where undergraduate students are not taught about the future implications of neuromarketing and are forced to learn about it later under the pressure, and from the peculiar perspective, of companies. Currently, Latin America universities’ undergraduate and postgraduate degree programmes do not teach about neuromarketing and its benefits from a scientific and ethical approach, so that students can fully understand the subject and its study as a social phenom. Therefore, the objective of this text is to present the results of the process of designing an ethical and dynamic course on neuromarketing programme that could act as a learning model that integrates this technique in undergraduate and postgraduate business programmes in Latin America.
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