Cognitive marketing in education: a new paradigm within the framework of neuroscience research

The article discusses the issues of the new paradigm marketing in education. Within the frameworks of cognitive marketing at the university emerging research techniques include the biofeedback which enables to define audience's attention, students' engagement, evaluate the efficiency of teaching materials, and the Zaltman Metaphor Elicitation Technique (ZMET) which provides the educational practitioners with the additional insights into the university brand perception and offer a more thorough understanding of its communication strategy. The aim of the paper is to reveal opportunities and challenges of the cognitive marketing research application for educational purposes. The CMS (Current Mental State) technique in the form of a hardware-software biofeedback complex was utilized to obtain an objective assessment of the students' mental state and emotional well-being. The result of this cognitive research was a set of parameters displaying the current mental state of the participants and showing the students' reaction to the learning material and environment. The Zaltman Metaphor Elicitation technique (ZMET) revealed that respondents perceive the university's brand as strong, active and evaluate it in a positive manner. The paradigm of cognitive marketing broadens marketing research scope for educational purposes and to equip educational practitioners and marketers with the better insight on the issues of marketing activities of the university.