On March 24, postgraduate students of the Department of Marketing, as part of the “Neuroscience in Marketing” course (taught by Dr. Nataliia Letunovska), participated in an online lecture titled “Neuromarketing: How to Use It in Business.” The lecture was delivered by Zhanna Savchuk, founder of the International Association of Neuromarketing Companies “Neuro Union” (Poland).
The lecture was highly interactive, comparing various types of content and analyzing how they influence consumers’ subconscious minds across different business sectors. The speaker shared real-world case studies from international companies, highlighting how neuromarketing tools impact sales and brand perception among target audiences.
The session also explored the core principles behind essential neuroscience technologies, including eye-tracking for static images and videos, electroencephalography, and physiosensors. One of the key highlights was a presentation of a real-world study for the Ukrainian cat food manufacturer Delickcious, which focused on evaluating the effectiveness of its packaging in a competitive market.
This event provided an invaluable opportunity for postgraduate students to gain deeper insights into neuromarketing and understand how neurotechnologies can reshape business strategies and processes. It underscored integrating modern scientific approaches into marketing to drive better outcomes. The students left the session with valuable insights that will enhance their ability to apply neuroscience effectively in future research.