Using neuro-marketing insights to explain the success of a company
The underlying assumption of this assignment:
A company or organization cannot be successful if it completely ignores how the consumer’s brain works. Therefore, any company or organization that is successful must do something right in terms of neuromarketing (with or without realizing it).
Task:
1. Choose a company or organization that is widely considered to be successful. It could be successful because it is growing fast (in revenue, the number of customers, etc.), because it is revolutionizing the sector or industry it is in, because it is highly profitable, because it is hyped on social media, or any other reason or combination of reasons, etc.
Typically the company will get a lot of attention in the business news (e.g. WSJ, The Economist, Forbes, etc.).
Think of companies such as Apple, Google, Airbnb, Uber, Netflix, Booking.com, Tesla, Amazon, etc. You are completely free to choose any company that is considered to be successful.
2. Make a presentation in PowerPoint in which you explain the success (or part of the success) of that company in terms of insights from this neuro-marketing course.
In other words, find crucial elements of the marketing mix (the product/service, the branding, the price setting, the promotions, the communication strategy, the way the product/service is offered or sold, etc.) of the chosen company that are so well in line with how the consumer’s brain works that it has made the company successful.
You are free to consider any element of the marketing mix and link it to any insight you gained from the course (insight might come from any chapter or any reading).
The goal is to convince the audience (the other students) that the success of the company can be explained through neuromarketing. So, the more neuromarketing insights you can link to the marketing mix of the chosen company, the more convincing your argument will be.
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