Neuromarketing como factor de calidad en contexto universitario internacionalpropuesta de un modelo de toma de decisiones

Abstract

This Doctoral Thesis, entitled "neuromarketing as a quality factor in an international university context. Proposal of a decision-making model" is based on neuromarketing, defined as the application of neuroscientific methods to analyze and understand human behavior in relation to markets and commercial exchanges. The general objective is "to analyze neuromarketing as a strengthener of university student recruitment". To respond to this objective, a non-experimental, descriptive, explanatory, correlational and regression design, with quantitative methodology, is used from an interpretative paradigm. The sample by convenience is of 1733 participants. The data collection instrument has been designed ad hoc, being validated in content and construct. The data analysis shows coincidence in the importance of neuromarketing and strategic planning, so that marketing actions with a "neuro" approach could strengthen the actions to attract potential students to universities.