Neuromarketing. A positioning strategy in educational institutions

The memory of consumers towards a brand, specific product, service etc. is one of the most important points, being neuromarketing a valuable tool of market research used to know the behavior of the brain in front of different stimuli presented to consumers in order to take advantage of this information and create advertising pieces that allow to awaken emotions, sensations and feelings pleasing to consumers.

It is a fact that marketing must be accompanied by capabilities that allow formulating, making and evaluating correct decisions and strategies that contribute to achieving objectives and goals, these capabilities being the strategic, functional and operational of the market. (Hooley, Saunders and Piercy, 1998)

Within the concept of consumer benefit, service concepts such as the service offer and the service delivery system are taken into account, being the objective of educational marketing to develop strategies that enable in its administration and development the capture of its customers while responding to legal obligations and educational requirements in society. Educational marketing is an internal process in an educational organization to generate profitable or beneficial relationships with customers in order to attract new customers, create superior value, retain and increase the client portfolio by giving them satisfaction, and to have attractive prospects, an educational institution must provide a solid image and an appropriate educational program, at a price that students and their families are willing and able to afford, in a reasonably attractive location.

However, the most important finding is the user's perception of the service and their fidelity to continue in the educational institution that forms a knowledge profile.