An exploratory study on the impact of neuromarketing on virtual learning environments
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Abstract
Neuromarketing is an essential topic in the current technological world, and it has experienced explosive growth in the last years as a tool for communication. Nowadays, 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. However, many postgraduate programs do not teach their students about the use and applications of neuromarketing. It is believed that developments in neuromarketing will likely change the traditional practices in the classroom. The objective of this paper is to propose a mix of consumer-based technologies to develop a neuromarketing project into a laboratory activity. These technologies can make neuromarketing more appealing to students by enhancing the attractiveness of business administration curricula. This neuromarketing exploration project has been evaluated successfully based on the results and responses to questionnaires: students and experts rated the neuromarketing laboratory activity highly. Students found the laboratory activity learning in the neuromarketing exploration project to be very good or excellent. Moreover, the students obtained good academic outcomes. Within the specific context of a virtual private university, this work was oriented to design a neuromarketing workshop to develop certain generic competencies for improving educational processes at universities. 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.
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