NEUROMARKETING FOR EDUCATION: RETHINKING FRAMEWORKS FOR MARKETING ACTIVITIES

The article analyzes the issues of neuromarketing theory and practice applied to education. Frameworks for marketing activities at the modern university are to be expanded due to new challenges. The urgent need to understand the emotional side of the educational process has led to the search for new approaches and tools for academics and practitioners. Neuromarketing is an emerging field that bridges the study of marketing with neuroscience. The importance of the multidisciplinary approach to the problems of modern education is emphasized. 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 basic directions of neuromarketing and neurobiological research in education are demonstrated: imbedding neuromarketing in the list of disciplines for a number of economic and managerial training areas; the implementation of neurobiological research results and recommendations concerning 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 based on new research methods such as the Zaltman Metaphor Elicitation Technique (ZMET) and biofeedback. (c) 2018 Published by Future Academy www.FutureAcademy.org.UK