4 minute read
Marketing
NEUROSCIENCE LAB
MTSU’s Neuromarketing Lab—the first of its kind in Tennessee— is an ongoing initiative to modernize the University’s educational approach by incorporating neuromarketing techniques in the understanding of consumer behavior.
The lab is currently equipped for projects using eye tracking, galvanic skin response, electrocardiogram, facial expressions, and the Implicit Association Test. A lab expansion will be inaugurated during a March 19 international symposium event (details below). Since its 2022 opening, the lab has run several neuromarketing studies presented at the American Marketing Association and the Academy of Marketing Science. Research is focused on retail, online shopping, the metaverse, and artificial intelligence (robots, voice assistants, chatbots, etc.).
The Neuromarketing Lab also has partnered with universities around the world, including Dartmouth College (U.S.), Vrije University (Belgium), University of York (United Kingdom), and Università La Sapienza (Italy).
INTERNATIONAL SYMPOSIUM SPRING 2025
The Department of Marketing will host international speakers in March 2025 in a series of shorter talks on the topics of neuromarketing and artificial intelligence (AI). The events will be open to the public and available to stream.
Brain Behavior in the Age of AI: Neuromarketing is Changing Everything
Distinguished Lecture Series
Speakers: Paul Zak, Claremont Graduate University; Kimberly Clark, Dartmouth College; James Forr, Olson & Zaltman; Jessica Wilson, iMotions
Wednesday, March 19, 2025
12:30 p.m., BAS State Farm Room and streaming
Professor Don Roy led a group of 12 students on an MTSU Signature Study Abroad Program in Finland, Sweden, and Estonia on Influence Marketing during May 2024.
DECA CONFERENCE
MTSU DECA members traveled to Minneapolis for the DECA Inc. Engage Leadership Conference. Student members attended leadership and motivation training sessions from former DECA president Matthew Meuleners; toured prominent Minneapolis businesses such as the Minnesota Twins at Target Field and Piper Sandler; met other DECA students from across the country; and participated in a role-play competition where they presented a marketing management solution to a judge. Morgan Mixon placed in the marketing management competition.
A TOP SALES PROGRAM NATIONALLY
as ranked by the Sales Education Foundation
No. 8
TECHGUIDE RANKING FOR BEST DIGITAL MARKETING BACHELOR'S
3
TENNESSEE BUSINESS BAROMETER REPORTS
published annually
NEW NEUROMARKETING COURSE
In the ever-evolving field of marketing, understanding the underlying psychological mechanisms that drive consumer behavior is crucial. A new offering, MKT 4200 Neuromarketing, provides an in-depth exploration of how insights from neuroscience and psychology can be applied to enhance marketing strategies. This course delves into the brain’s role in decision-making processes, emphasizing non0conscious influences that affect consumer choices.
Through this course, students will not only gain a deep understanding of consumer behavior but also critically evaluate the ethical implications of using neuromarketing techniques in real-world marketing scenarios. Students explore key concepts such as attention, memory, and emotion, and learn to apply neuromarketing tools like eye-tracking to analyze consumer behavior. The course includes hands-on projects where students will design behavioral nudges and analyze data from eye-tracking studies, providing practical experience in applying neuromarketing techniques.
The course utilizes iMotions Online, a new software for education empowered by artificial intelligence (AI) that allows students to use neuro-tools like the eyetracker and the facial expressions from the cloud instead of using physical neurotools. Students will learn how to build a study, collect, and analyze the data like professional neuromarketers.
