Experience of a research approach in Neuromarketing through the classroom

Abstract

One of the biggest impacts before and after the pandemic has been education. In this research, the experience with students in the Neuromarketing classroom (School of Administration and Accounting) will be addressed. In this sense, new ways of teaching classes and conducting basic or applied research have emerged. The Universidad Católica Andrés Bello prepared itself, giving a series of workshops and/or courses (virtual and face-to-face), so that the teacher could take advantage of the opportunities through Information and Communication Technology. Within this context, we worked on the international collaborative project where students from Mexico and Venezuela were grouped, working with Mexican companies using Design Thinking for organizations, Potentiating my virtual classroom, Institutional knowledge repository, Virtual skills development, Evaluation in environments web, Tools Miro and Mural among others. This led to the generation of research projects, which is the case that merits in this investigation. Therefore, more than 6 research projects applied to organizations in the Puerto Ordaz area (Médico Express, Unexpo, Vlas, Forging Steel among others) have been originated. It was possible to mesh the need of the companies of Puerto Ordaz with the theory. With the available technology and in conjunction with the proposals made by the students, endless possibilities are opened in terms of market studies, analysis of variables and results and even the measurement of the emotional, mental and physical impact of any consumer.

Contacto de autor

Correo electrónico: hizquier@ucab.edu.ve