On October 30, 2024, the Agricultural Economics and Agribusiness Study Program at the Faculty of Agriculture, Universitas Gadjah Mada (UGM) held a guest lecture titled “Applied Neuroscience: Neuromarketing”. The event, which took place at the MMA Auditorium, Building A10, Faculty of Agriculture, ran from 1:30 to 3:30 PM and was attended by students of the Agribusiness Management course, including several international exchange students. The guest lecture aimed to introduce and deepen students’ understanding of neuromarketing, an approach that integrates neuroscience with marketing strategies.
This guest lecture featured Mr. Bambang Iman Santoso, S.T., M.M., a neuromarketing practitioner and CEO and Co-Founder of Neuronesia Learning Center (PT Neuronesia Neurosains Indonesia), as the speaker. In his presentation, Mr. Bambang explained how neuromarketing can help businesses gain deeper insights into consumer behavior, offering students a new perspective on applying this knowledge in agribusiness. Through techniques and neuroscience-based approaches, neuromarketing provides a more accurate understanding of consumer purchasing decisions and how to build customer loyalty effectively.
The attending students showed great enthusiasm, actively engaging in discussions and asking questions, creating a lively and interactive atmosphere. Participants recognized that neuromarketing is highly relevant for designing effective marketing strategies across sectors, including agribusiness. As a token of appreciation for his presence and insightful presentation, Ms. Pinjung Nawang Sari, S.P., M.Sc., the course instructor, presented a gift to Mr. Bambang Iman Santoso. The event concluded with a group photo session, capturing this memorable moment of learning for the students.
This activity aligns with several Sustainable Development Goals (SDGs). Firstly, SDG 4: Quality Education, as the guest lecture enriched students’ knowledge with innovative and career-relevant neuromarketing insights. Secondly, SDG 8: Decent Work and Economic Growth, where understanding neuromarketing is expected to strengthen students’ abilities to develop competitive agribusiness strategies and boost economic productivity. Lastly, this event supports SDG 17: Partnerships for the Goals through collaboration between academia and industry professionals, broadening students’ perspectives and building synergy between science and industry.
With the success of this guest lecture, students are anticipated to gain valuable knowledge and skills that will benefit their future careers in agribusiness.
Author: Adhika Hafizh Prasada, S.P.
Admin of the Website for the Department of Agricultural Socio-Economics, Faculty of Agriculture, UGM