Neuromarketing for Redesigning the Future of Online Education

Neuromarketing for Redesigning the Future of Online Education

Arshya Garg, Anu Garg
Copyright: © 2023 |Pages: 8
DOI: 10.4018/978-1-6684-5897-6.ch004
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Abstract

Learning is an ongoing process throughout the lifetime of an individual. To continue learning and promote self-growth, one should continuously keep building and upgrading their skills and knowledge base. This agenda was unshaken even during the pandemic when students could not go in person to educational institutions. This led to the rise of online education which was largely accelerated with the help of new technology (i.e., neuromarketing). This discipline came into the picture when this emerging technology helped to analyse customer needs. Application of neuromarketing is the life jacket to survive the high tides of the marketing competition and make it to the consumer shore. In this chapter, the authors present a case study illustrating the application of neuromarketing in online education (i.e., Cuemath). It targeted the parent's concern of their child staying safe in addition to keep a track of their child's learning and performance with minimal hassle and cost without compromising on its quality and how neuromarketing fills in the gaps left by traditional marketing methods.
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Literature Review

(Šola, H. M., Qureshi, F. H., & Khawaja, S., 2021) focused on developing tools so as to how neuromarketing can be helpful in online education. For this, the researchers conducted an experiment by examining 297 students from Oxford Business College over a period of 5 days. Their main focus was on allocating the videos randomly to students that lasted 90 sec or 10 min. It was mainly focused on eye tracking and facial coding techniques. After thorough research, the researcher suggested Oxford Business College to continue using the teacher’s recorded video lectures where there should be sharable visual content change in every 4-5 minutes.

(Cárdenas, G. G.,2019) examined how neuromarketing can become the most significant tool in sales and marketing. The researcher suggested providing courses focusing on neuromarketing and how it can be linked with other courses. They believe that this new scientific method must be linked with formal education which will be a boon for businesses in the future. Additionally, further research in the field of neuromarketing can widen the horizon for the upcoming advancements in the technology.

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