Gaia Rancati

grancati@mtsu.edu

Robert Blair

Marketing

Discipline specific equipment

BAS N 455, 457, 459

N/A

N/A

The College of Business provides high-quality education to over 3,100 students. There is an ongoing demand for professionals with practical experience and the need to provide students with new skills to be competitive in the evolving job market while supporting our department, college, and university fulfill all aspects of their missions and meet the needs of the Tennessee business community. The funds will enable the creation of a neuromarketing lab in the Department of Marketing. This initiative will modernize our educational approach and incorporate neuromarketing techniques in the understanding of consumer behavior. In addition, the lab will support the recently achieved Carnegie Research Classification (R2) establishing a leading research position within a network of international institutions, such as the University of York in Greece. The grant funds will be allocated for: (1) A dedicated Neuromarketing Lab, equipped with latest neuroscience, artificial intelligence, and virtual-reality technologies, including EEG, eye-tracking, GSR, artificial intelligence equipment and virtual-reality devices; (2) An observation area for surveys and focus groups; (3) A data cleaning and analysis area equipped with human behavior research software. These resources will support our existing marketing curriculum. Specifically, the new neuromarketing course, as well as the principles of marketing, marketing research, consumer behavior and retailing courses. The lab will also help advance faculty research and student projects, including theses and dissertations that incorporate neuromarketing methods. The expected enrollment/usage per academic year impacted by this request includes + 350 undergraduates and graduate marketing students, MBA and related programs.