Gaia Rancati

gaia.rancati@mtsu.edu

Robert Blair

Marketing Department

Discipline specific equipment

N455, N457, N459

N/A

N/A

The JCB, which serves over 3,200 students and represents over 15% of the university enrollment, seeks funding to expand its Neuromarketing and AI lab, initially funded by TAF in 2024. This investment addresses the growing need for practical skills in AI-driven marketing, preparing students and professionals with hands-on experience in cutting-edge technology. The lab aligns with MTSU’s AI Initiative, positioning faculty, students, and the Tennessee business community at the forefront of the Generative AI revolution. The grant will further develop the lab with neuro tools and virtual reality devices while securing a three-year software plan for advanced data collection and analysis. These investments will sustain the lab’s long-term growth through external funding opportunities. Additionally, funds will equip the newly established neuromarketing course with AI-powered software, ensuring students gain industry-relevant expertise. These investments are bolstered by a 15% discount secured from a key vendor. JCB has significantly contributed to MTSU’s R2 classification through competitive research. The lab has played an important role in establishing partnerships with leading national and international institutions such as Dartmouth college and International Hellenic University. It has also presented at the most prestigious academic conferences, such as the American Marketing Association, attracting global researchers and Ph.D. students. Also, the lab fosters interdisciplinary collaboration within the departments of the college and helps advance faculty research and student projects, including theses and dissertations that incorporate neuromarketing methods. The expected enrollment/usage per academic year impacted by this request includes + 400 undergraduates, MBA candidates, and other related programs.