NEUROMARKETING IN PRACTICE: EAGER POSTGRADUATE STUDENTS ATTENDED A LECTURE BY THE FOUNDER OF NEURO-KNOWLEDGE
On 20 November 2025, postgraduate students from the Marketing Department, together with Associate Professor Natalia LETUNOVSKA, joined a webinar lecture by the founder of the neuro-marketing agency Neuro-Knowledge Kateryna ILCHENKO, which was devoted to the issue of consumer decision-making with examples of real cases of neuromarketing research on the Ukrainian market. Ms. Kateryna paid special attention to discussing how war and chronic stress affect the perception of marketing communications. She shared the results of her own research on current trends in consumer perception of advertising and emphasised the role of the emotional component in promotional materials for the target audience. The most memorable for the restless postgraduate students were the cases discussed by Ms. Kateryna regarding the Moneyveo video, insights into the perception of banner advertising elements, and examples from the experiments of the company ‘Neuro-Knowledge’ demonstrating the effectiveness of eye-tracking and EEG analysis technologies.