Guest Lecture on Neuromarketing - Branding and Perceived Reputation:

A Neuromarketing Consumer Behavior Approach

11th October 2024

MBA Department, Dronacharya Group of Institutions, Greater Noida organized a guest lecture on “Neuromarketing- Branding and Perceived Reputation: A Neuromarketing Consumer Behavior Approach” on 11^th October 2024. The session was led by Dr. Satish Chandra Ojha, Assistant Professor at IIM Bodh Gaya. 45 students from MBA Departments attended the session.

The objective of the lecture was to provide students with valuable insights into the intersection of neuroscience and marketing.

Prof. (Dr.) Arpita Gupta (Director, DGI) warmly welcomed Dr.  Satish Ojha and presented him with a sapling as a gesture of appreciation. After giving a brief introduction about his credentials and expertise, Dr. Arpita graciously invited Dr. Ojha to take the podium and continue with the session.

Dr. Ojha started the session with the explanation of interesting idea of neuromarketing, showing how brands can use insights from neuroscience to better understand consumer behavior and improve their marketing strategies and enhance their marketing strategies.  He discussed the influence of emotions, cognitive processes, and subconscious perceptions on purchasing decisions, emphasizing how branding efforts can shape the consumer’s reputation of a brand and, in turn, its market success.

During the lecture, Dr. Ojha also highlighted real-world applications of neuromarketing, demonstrating how companies use neuroimaging techniques, eye tracking and biometric research to gauge consumer responses to advertisements, products, and brand messages. He provided examples of how brands build a strong emotional connection with consumers, fostering loyalty and positive reputation. The session sparked a lively discussion among students, who gained a deeper understanding of how consumer psychology can be utilized to create impactful branding strategies.

The session was fruitful equipping students with knowledge that can significantly enhance their future careers in marketing and branding