Aplicação de ferramentas de marketing para a coordenação do curso de administração sob a perspectiva do Neuromarketing e Marketing sensorial

Abstract

This work proposes a proposal for a practical intervention project in the field of marketing, together with the Coordination of the UFRN Administration course, based on the perspective of neuromarketing and sensory marketing, especially with the use of the FREGI method. The marketing area has been seeking to add more value to the exchange relationship between consumer and organization, making use of knowledge from neuroscience in which tools are developed that act on the analysis and stimulus of consumer behavior for decision making. With this, it is necessary to understand the consumer's position in the current market scenario, the positioning of marketing in the face of new realities and the way neuroscience connects with marketing, that is, understanding neuromarketing. Through the study of marketing and its new realities, four tools were developed that aimed to strengthen ties between students and the coordination of the UFRN Administration course. The tools: Slogan, Mobile coordination experience, University life game and Publications based on the FREGI method aim to provide modern communication about its activities and an action in line with the demands of students and teachers. It is also expected with the intervention proposal to contribute to the evolution of the marketing area in order to validate the new tools that arise as a way to meet an increasingly demanding market.