El neuromarketing como herramienta efectiva para la educación en las ventas y la publicidad

espanolLa forma en que nos comunicamos con nuestros clientes tanto para las ventas, como para la publicidad, nace en el Marketing. Desde su surgimiento, a variado y se ha perfeccionado. Pero de forma irruptiva ha aparecido el neuromarketing, entendiendose que esta es y sera la comunicacion ideal en el mundo de los negocios. Grandes companias ya la usan y los estudiantes universitarios de carreras de negocios y especialmente en Chile, de Ingenieria Comercial e Ingenieria en Administracion, desconocen totalmente, su forma y uso, una realidad ampliada a Latinoamerica y Espana; alumnos de pregrado que desconocen sus implicancias futuras, debiendo aprender de ella tarde, bajo el yugo de las empresas, con una concepcion unica y propia de estas. Hoy, en Latinoamerica no existen programas de pregrado y menos aun de posgrado que ayuden a entender desde un enfoque cientifico y etico, lo que es y que nos depara el neuromarketing, para que los alumnos puedan tener una concepcion cabal de la tematica y de su estudio como fenomeno social. Crear un programa, etico, dinamico y que desarrolle nuevas habilidades a los alumnos, ha sido nuestro desafio en el inicio, por primera vez, de esta catedra; con la intencion que sea un modelo de aprendizaje para la integracion de esta tecnica en las carreras de pregrado y postgrados de negocios en Hispanoamerica. EnglishThe techniques companies use to communicate with their customers, for both sales and advertising purposes, were developed by marketing, a field that has evolved and been perfected over the years. In this context, neuromarketing has irrupted as an ideal tool for communication in the business world and many large companies already use it. However, many degree programmes in business, commercial engineering and engineering administration do not teach their students about the features and use of neuromarketing. This is the reality in Latin America, especially in Chile, and Spain, where undergraduate students are not taught about the future implications of neuromarketing and are forced to learn about it later under the pressure, and from the peculiar perspective, of companies. Currently, Latin America universities’ undergraduate and postgraduate degree programmes do not teach about neuromarketing and its benefits from a scientific and ethical approach, so that students can fully understand the subject and its study as a social phenom. Therefore, the objective of this text is to present the results of the process of designing an ethical and dynamic course on neuromarketing programme that could act as a learning model that integrates this technique in undergraduate and postgraduate business programmes in Latin America.