SEM model in neuromarketing as a planning tool in higher education

Bordino, Adriana Estefania Mónico

doi:10.35699/1983-3652.2022.40501

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Dossier • Texto livre 15 • 2022 • https://doi.org/10.35699/1983-3652.2022.40501 copy

SEM model in neuromarketing as a planning tool in higher education

Modelo SEM em neuromarketing como uma ferramenta de planejamento no ensino superior

Authorship SCIMAGO INSTITUTIONS RANKINGS

Abstract

The purpose of this research is to analyze the relationship between marketing, neuromarketing and strategic planning at the university level. This study is based on a quantitative methodology with an interpretative paradigm, through a non-experimental, transectional, explanatory, descriptive and correlational research design. For this purpose, a Likert scale was elaborated for 616 students and graduates of the careers offered at the 25 de Mayo Campus of the Universidad Columbia del Paraguay. The analysis was carried out through a Pearson’s r correlation, a descriptive analysis and an exploratory factor analysis (SEM), concluding that it is necessary to develop educational marketing actions with different approaches to the current ones. If the educational institution wants to be competitive, it has to strengthen actions to attract potential students through techniques that are competitive in today’s society, and that is where neuromarketing comes in. The SEM model allows us to conclude that there is a relationship between university, educational marketing, neuromarketing, quality higher education and strategic planning, highlighting that strategic planning is the key to quality higher education, and that in the educational field marketing should be based on neuromarketing, although it is not yet an indicator of quality higher education.

Keywords:
Neuromarketing; Educational marketing; Strategic planning; SEM

	Initial eigenvalues			Sums of loads squared by extraction			Sums of loads squared by rotation
Component	Total	% variance	Accumulated	Total	% variance	Accumulated	Total	% variance	Accumulated
1	9,090	23,921	23,921	9,090	23,921	23,921	3,951	10,397	10,397
	3,073	8,086	32,007	3,073	8,086	32,007	3,435	9,039	19,435
	2,246	5,911	37,918	2,246	5,911	37,918	2,729	7,181	26,617
	1,880	4,948	42,866	1,880	4,948	42,866	2,434	6,405	33,022
5	1,798	4,732	47,598	1,798	4,732	47,598	2,176	5,726	38,748
	1,539	4,049	51,647	1,539	4,049	51,647	2,173	5,719	44,467
	1,488	3,916	55,563	1,488	3,916	55,563	2,165	5,698	50,165
	1,319	3,471	59,034	1,319	3,471	59,034	1,959	5,154	55,319
	1,166	3,068	62,102	1,166	3,068	62,102	1,921	5,056	60,375
	1,024	2,695	64,798	1,024	2,695	64,798	1,680	4,422	64,798
	,997	2,623	67,420

Factor	Designation	Items included in each factor of the questionnaire.
	A (University)	A3,A4,A5
	B (Marketing and education)	B6,B7,B8,B9
I	C (Neuromarketing)	C13,C14,C15,C16,C17
	D (Higher education and quality)	D18,D19,D20,D21,D22,D23,D24,D25,D26,D27,D28,D29, D31
	E (Strategic Planning)	E32,E33,E34,E35,E36,E37,E38
II	C (Neuromarketing)	C11,C12<2 ELEMENTS

Universidade Federal de Minas Gerais - UFMG Av. Antônio Carlos, 6627 - Pampulha, Cep: 31270-901, Belo Horizonte - Minas Gerais / Brasil, Tel: +55 (31) 3409-6009 - Belo Horizonte - MG - Brazil
E-mail: revistatextolivre@letras.ufmg.br

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[1] Corresponding author: Adriana E. Mónico Bordino

A.1. I chose the university because of its location.	1,000	,611
A.2. I chose the University on the recommendation of friends or relatives.	1,000	,678
A.3. Marketing actions are the decisive factor in consumer decision making.	1,000	,605
A.4. I chose the University because of the careers it offers.	1,000	,546
A.5. I chose the University because of its fees.	1,000	,372
B.6. The education and culture of young people influence the way in which the com-	1,000	,665
munication campaigns of the different private universities are understood.
B.7. The years of track record of the private university are very important when deciding.	1,000	,724
B.8. Institutional image influences university selection, whether private or public.	1,000	,637
B.9. A good educator is a good marketing professional.	1,000	,669
B.10. A marketing professional is an education professional.	1,000	,717
C.11. The social environment influences the consumer	1,000	,729
C.12. Cultural environment influences the consumer	1,000	,678
C.13. Sensory and perceptual factors are decisive in decision making.	1,000	,520
C.14. The effects of purchase or use experiences are decisive in decision making.	1,000	,636
C.15. Emotional intelligence influences the acceptance and purchase decision of a prod-	1,000	,550
uct.
C.16. Neural networks generated with previous usage or purchase experiences affect the	1,000	,613
purchase decision.
C.17. Neuromarketing actions focused on the brain system of consumers manage to	1,000	,608
affect their decision-making power.
D.18. Institutional image influences the decision to enroll in a university.	1,000	,670
D.19. The institutional image reflects quality in the provision of services.	1,000	,711
D.20. The marketing campaigns of Columbia University of Paraguay are eﬀicient.	1,000	,764
D.21. Marketing communications made to student candidates by Universidad Columbia	1,000	,738
del Paraguay Sede 25 de Mayo are adequate.
D.22. The communications made by Columbia University of Paraguay transmit quality	1,000	,688
in the education they offer.
D.23. Years of tenure are synonymous with quality in education.	1,000	,691
D.24. The teaching component of Columbia University is synonymous with quality.	1,000	,649
D.25. Columbia University’s infrastructure is synonymous with quality.	1,000	,625
D.26. Student exchange activities, research, participation in outreach activities are	1,000	,576
synonymous with quality.
D.27. The 25 de Mayo Campus of Columbia University builds student loyalty.	1,000	,670
D.28. Control and monitoring tools are useful in strategic marketing plans.	1,000	,660
D.29. Private universities need to carry out marketing actions.	1,000	,530
D.30. I find out if the career I am pursuing or wish to study is accredited at the university	1,000	,546
I am interested in.
D.31. I recall the promotions carried out by private universities.	1,000	,769
E.32. I remember the advertisements that appear in my social networks.	1,000	,770
E.33. I remember the advertisements that appear in traditional media such as TV,	1,000	,664
radios, magazines or newspapers.
E.34. Before advertising, I consider the advice of people I know to be more important	1,000	,619
when it comes to making decisions.
E.35. I consider it important for the University to build student loyalty.	1,000	,702
E.36. It is important that the University performs an eﬀicient accompaniment to its	1,000	,716
students.
E.37. Seeing and hearing the testimonials of Columbia University students and alumni	1,000	,709
will give me peace of mind when I decide to enroll in Columbia University.
E.38. I feel that at Columbia University I will find good classmates and caring and	1,000	,596
strong professors to help me develop professionally.
Extraction method: principal component analysis.