El perfil del consultor de neuromarketing en la formación de grado de la universidad española

Résumé

Between 2004 and 2015, companies specialized in neuromarketing services emerged in Spain. Today these companies are the leaders of the sector. Its rise has been such that it has sought the existence of a more professional profile in marketing: the neuromarketing consultant. However, through this research we can see the scarce and even null training in neuromarketing in the three essential degrees of greatest linkage to the development of marketing, which are: Marketing, Business Administration and Management and Advertising and Public Affairs. The approach of this situation warns us of a lack in the transfer of knowledge from the business and private sphere to the academic and scientific field, and vice versa. If we add to this the poor investment made by the public sector in terms of research in this field, we could be putting the future of this profession at risk.