El neurodiseño como aporte en la retención académica de la Universidad Técnica de Ambato

Abstract

Design is a way to solve both social and commercial problems, the present research addresses the problem of university academic desertion, which appears not only in the Technical University of Ambato (Universidad Técnica de Ambato in Spanish or UTA), but also in various institutions worldwide and is constituted by several factors that affect each one of the careers according to the social, political and economic context of both the student and the institution. In the present investigation it was possible to define that the main cause that affects the Faculty of Design and Architecture is the lack of vocational guidance and academic misinformation causing dissatisfaction with the selected profession, which has a distortion of expectations about careers so through the first academic cycles, led by demotivation, they decide to defect. Determined the main cause of desertion, Design and Neuroscience take center stage in order to strengthen the communication systems of the University regarding the academic offer to contribute to the retention of students, taking the user as the main object of analysis, since its behavior, emotions, perceptions and motivations are the key essence on which Neuromarketing and Neurodesign found their bases and determine their success. An investigation was carried out among students who are about to enter to a university and have the need to know the relevant information that will influence the choice of their profession; collecting important data such as the information channels they use and their motivations, which allowed generating effective communication strategies with the academic offer by using sensory and emotional impact through the use of Neurodesign methodologies.