Neuromarketing para promocionar la oferta académica de las maestrías de la carrera de mercadotecnia, ipec – espoch

Abstract

The present titling study called neuromarketing to promote the academic offering of master's programs in the marketing school, IPEC - ESPOCH, was aimed to generate a neuromarketing plan to promote the academic offering of the master's programs. Some topics were considered within the theoretical framework, such as neuroscience, marketing, neuromarketing, Hultén Broweus and Van Dijk model, model of the Kiovisto's five dimensions and the persuasive model in neuromarketing. Likewise, promotion and AIDA models, Shannon Weaver's communication and the five phases of the product life cycle were taken into account. The chosen methodology had a mixed approach, with a correlational level, inductive-deductive methods, with a quasi-experimental and transversal design, and a documentary and field type of study. The population of study belonged to the provinces of zone 3 with third level of education and economic strata A, B and C+. Among the results, it was determined that there is a high demand for this type of educational services which indicates the inefficiency of the current marketing strategies implemented, therefore, the level of acceptability of new strategies has been established. Because of this, a SWOT analysis was developed where the details to work on were found out in order to generate strategies. This allowed us to conclude that the implementation of a neuromarketing model to promote this type of master's programs is a clear demonstration of what could be done if people choose to study this type of programs. Therefore, the implementation and updating of this type of strategies is recommended to influence a potential consumer.