Brian Knutson, a pro- fessor of neuroscience and psychology at Stanford University, compares the use of EEG to “standing outside a baseball stadium and listening to the crowd to figure out what happened.” Other critics worry that if the methods do become successful, they will only lead to more marketing manipulation by companies. Others question whether they offer unambiguous implications for marketing strategy.
The measurement devices to capture brain activity can be highly obtrusive, such as with skull caps studded with electrodes, creating artificial exposure conditions. These research activities have not been universally accepted. Given the complexity of the human brain, however, many researchers caution that neurological research should not form the sole basis for marketing decisions.
Although it may be able to offer different in- sights from conventional techniques, neurological research at this point is very costly, running as much as $100,000 or even more per project. His position aligns with one commonly espoused in the world of business, that consumer choices are influenced by relationships created through contact and connection with marketing or sales personnel (Karadag, 2015 Marek, 2014), both of whom studied small companies and discovered that strategies that emphasize diverse marketing and personal contacts were successful for the majority of their sample populations.īy adding neurological techniques to their research arsenal, mar- keters are trying to move toward a more complete picture of what goes on inside consumers’ heads. Schee noted that, in cases where recruitment issues were spread to other employees within the small college, or where an enrollment officer or personal contact specifically tasked to oversee recruitment was appointed, better service was the result (2010). Despite the reduced numbers of students to deal with, small college admissions staffs were often slower to respond to inquiries than those of larger institutions, due to lack of resources and fewer employees overseeing comparable work. Unfortunately, Schee’s study revealed that, in many cases, just the opposite was true. Increased personal contacts that arise due to the small class size, lower faculty/student ratio, and perception of personal attention that one would expect to be a benefit from attending a small college, if replicated during recruitment, would inure to the institutions benefit.
Despite being a marketing professional, students can also developed their own business and become entrepreneurs.ĭeveloper of both the enrollment management theory and structured enrollment management theory as they relate to marketing Associate Professor of Marketing at Aurora University Brian Vander Schee advocates an obvious approach for small colleges to encourage students to choose them would be to capitalize on the inherent advantages that small colleges possess over other choices during the recruitment/admissions process, many of these related particularly to personal contacts (Schee, 2010). Some example of marketing professions that students could aim are Brand Manager, Product Manager, Brand Executive, Marketing Executive, Marketing Consultant, Market Research Analyst, Director of Sales, and many more. Therefore, the role of marketing professionals is vital in any type or size of companies, as it acts as connectors between customers and companies, including connecting customers to the product or service and to the financial accountability. Over the past decade, marketing has continued to gain prominence as a dominant orientation in business and as a process deployed by all departments within an organization. Equipped with our Marketing and Management degree, students will have a wide range of career opportunities in a variety of industry. The four year Business Management and Marketing program at BINUS UNIVERSITY INTERNATIONAL will provide sufficient skills and confidence for our students to enter the real business world.
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