Jaipuria Institute of Management, Jaipur successfully conducted a one-day Certification Course on “Applied Neuromarketing and Consumer Neuroscience” on 9 January 2026 at the Behavioural Lab, Rajasthan Centre of Advanced Technology (R-CAT), Jaipur. The programme aimed to familiarise students and faculty members with the rapidly emerging interdisciplinary field of neuromarketing and its growing relevance in understanding consumer behaviour and marketing effectiveness.
The course was organised by Dr. Navin Kumar, Assistant Professor, Jaipuria Institute of Management, Jaipur, with the objective of bridging the gap between neuroscience, psychology, and marketing practices. Participants were also taken on a guided industrial visit to R-CAT, where they observed advanced behavioural and neuroscientific research facilities, gaining practical exposure to real-world research infrastructure.
The programme featured three eminent resource persons from the field of neuroscience and behavioural research. Mr. Sagar Chaturvedi, Consultant in Cognitive and Behavioural Neuroscience and Neuromodulation, delivered an insightful session on the neural mechanisms behind human decision-making. He explained how attention, emotion, and preference formation are reflected in brain activity and form the scientific foundation of neuromarketing.
Ms. Ishita Gupta, Behavioural and Biometric Researcher, highlighted the integration of behavioural science with biometric tools such as eye-tracking and physiological measurements. She demonstrated how these techniques complement traditional marketing research methods by offering objective insights into consumer engagement and response patterns.
Dr. Navin Kumar further connected neuroscientific concepts to practical marketing applications, explaining their relevance in branding, advertising effectiveness, consumer experience design, and strategic decision-making. He also stressed the importance of ethical and responsible application of neuromarketing techniques.
The course covered key topics including brain functioning, unconscious decision-making, consumer perception, and exposure to advanced tools such as EEG, eye-tracking, and functional near-infrared spectroscopy (fNIRS). Ethical considerations, including informed consent, transparency, and limitations of neuroscientific interpretation, were emphasised throughout the programme.
The certification course proved to be an enriching and interactive learning experience, offering participants a deeper understanding of why consumers behave the way they do. It reaffirmed Jaipuria Institute of Management, Jaipur’s commitment to innovative, research-driven, and industry-relevant education.
