Vısıtıng lecturer
Universidad de leon
aroa costa feıto
Aroa Costa-Feito is an Assistant Professor of Marketing at the Faculty of Economics and Business Sciences of the University of León (Spain). She is also a PhD Candidate in Consumer Neuroscience and Neuromarketing, holding a Master of Research in Business Economics and a Master’s degree in International Tourism Management.
The topic of the visiting lecture was “Neuromarketing briefing and eye-tracking insights” on May 8th, 2024.
The content of the visiting lecture hosted by the Bursa Uludag University is as follows:
- Understanding the key sections that a neuromarketing briefing should include for effective project management with companies.
- Understanding the concept of eye-tracking and what it measures.
- Being able to conduct an online eye-tracking study and draw relevant conclusions leading to business implications.
This workshop aims to explore how to conduct a neuromarketing briefing to undertake projects with local companies in the hospitality and tourism sector. The workshop will enable attendees to understand the importance of incorporating information about the sample, technologies, client profile, fieldwork organization, and experimental protocol outlined in the briefing for successful project execution. Additionally, a practical case study will be conducted using an online eye-tracking software to provide a first approach to eye-tracking analysis.
Aroa Costa-Feito and Sofía Blanco-Moreno together with REMODEL Project Coordinator Prof. Aylin Poroy Arsoy and REMODEL researchers visited Bursa Uludag University Faculty of Economics and Administrative Sciences Dean Prof. Kadir Yasin Eryiğit. Dean Eryiğit stated that visiting lectures provided invaluable contributions for PhD students and early-stage researchers, thanked to Aroa and Sofía.
