Economic students at UBT with thematic lecture on practical strategies of “neuromarketing”

29/01/2025

Within the module “Advanced Consumer Behavior” by Prof. Rajan Arapi, Master level students in the marketing and sale at UBT had the opportunity to participate in a thematic lecture on the topic “Consumer Psychology – Neuromarketing”.

In this lecture, as Guest Speaker was attended by Fisnik Behxheti, an entrepreneur and founder of some of the most successful businesses in Kosovo. He shared with students in -depth knowledge of the importance of consumer behavior analysis and the impact of neuroscientific processes on consumer decision -making.

Behxheti emphasized that the understanding of psychological and neuroscientists that occur after each consumer decision is key to developing effective marketing campaigns and creating consumer connections with consumers.

This special session, which interpreted theory and practice, offered an excellent opportunity for students to learn and acquire advanced neuromarketing techniques that are increasingly important in a competitive market. Students received new perspectives on psychological factors that shape consumer behavior and learned how this knowledge can be used to optimize marketing strategies and increase business success.

Participants in this special lecture, students of the Faculty of Management, Business and Economics, gained valuable practical knowledge from the speaker’s extraordinary experience and can apply this knowledge to their future professional projects.