NEUROMARKETING IN EDUCATION: OPPORTUNITIES AND ISSUES OF NEW TECHNOLOGIES

М. Ю. Абабкова, В. Л. Леонтьева

Abstract


The article analyzes the questions of neuromarketing theory and practice application in education. Neuromarketing is an emerging field that bridges the study of marketing with neuroscience, these developments suggest neurology is becoming more apparent within multidisciplinary and transdisciplinary research. The importance of a multidisciplinary approach to the problems of modern education is emphasized. The modern educational marketing complex is considered, the elements of educational marketing complex “people” and “process” as “service encounter” in education are shown. The article presents a modern approach to neuromarketing research and its innovative information about neurophysiological reactions during the process of educational activities that helps to enhance its performance. The article describes the characteristics of soft and instrumental neuromarketing. The basic directions of neuromarketing and neurobiological research in education are demonstrated: imbedding of neuromarketing in the list of disciplines for a number of economic and managerial training areas, the implementation of neurobiological research results and recommendations attracting the audience's attention, students’ engagement, creating teaching materials, instructional websites, e-books and courses, presentations and media, assessment of learning outcomes), using the neurobiological research results in the University marketing activities (advertising campaign, building brand awareness etc.). The article summarizes the main issues of the neuromarketing studies in education and its implementation. The authors consider the ethical issues of neuromarketing research implementation. The article emphasizes the burgeoning need for interdisciplinary collaboration between modern sciences such as neurobiology, psychology, pedagogy and didactics to solve many educational problems. In conclusion, the article proposes the main topical areas of soft neuromarketing research in education.

Keywords


Multidisciplinary research; the marketing mix in education; people and process as elements of the marketing mix in education; service encounter; neuromarketing; soft and hard neuromarketing research; customer-oriented research

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