Neuro Lab

The Neuro Lab serves as a strategically aligned academic and research facility that directly supports NBEAC’s emphasis on outcome-based education, curriculum relevance, and experiential learning within business programs. By integrating neuromarketing and consumer neuroscience tools into core and elective courses, the lab enables students to move beyond theoretical understanding and engage in structured experimental design, biometric data collection, and analytical interpretation of consumer behaviour. This applied learning environment strengthens key program learning outcomes related to research competency, critical thinking, ethical reasoning, and evidence-based managerial decision-making, thereby enhancing graduate employability and professional readiness in data-driven marketing and business analytics roles.

From a research and industry engagement perspective, the Neuro Lab functions as a platform for faculty scholarship, research, and corporate collaboration in line with NBEAC’s standards for research culture and external linkages. The lab will support MPhil and PhD experimental studies, publications, and grant-based research initiatives, while also offering consultancy services such as advertisement testing, user experience evaluation, and brand perception analysis to industry partners. Through structured governance mechanisms, including ethical approval processes, data privacy protocols, and continuous quality assurance systems, the lab ensures responsible, sustainable, and institutionally embedded utilization that contributes to IoBM’s academic reputation, financial sustainability, and long-term accreditation readiness.