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Neuromarketing for Redesigning the Future of Online Education
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Author(s): Arshya Garg (Thapar Institute of Engineering and Technology, India)and Anu Garg (Cuelearn Pvt. Ltd., Bangalore, India)
Copyright: 2023
Pages: 8
Source title:
Promoting Consumer Engagement Through Emotional Branding and Sensory Marketing
Source Author(s)/Editor(s): Monika Gupta (Chitkara Business School, Chitkara University, India), Priya Jindal (Chitkara Business School, Chitkara University, India)and Shubhi Bansal (Indian Institute of Technology, Indore, India)
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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