Lecture Belina Da Graça Lei, Macao University of Tourism, China

Ms. Belina Da Graça Lei joined the Macao University of Tourism in 2017 as a part-time lecturer and has been full-time since 2020. She has over thirteen years of experience in the retail operations and marketing industry at a managerial level, managed retail operations and executed projects at the organisational level across multiple countries for various brands before joining UTM. Experience includes leading the opening team at various international corporate brands, where she effectively managed outlets and successfully executed ad hoc projects and events.

She is a PhD candidate in the field of neuromarketing. She holds a Master of Arts in Design from the University of Lincoln in the UK, where she was awarded a full scholarship from the Macao Polytechnic University to pursue a master's degree. She also holds a Bachelor of Arts in Design.

Belina has taught/teaches Introduction to Business Management, Event Management: Hosting an Event, Public Relations, Marketing Channels and Distribution, Merchandise Management, Introduction to Tourism, Practicum (Retail & Tourism), Principles of Retailing, International Business, Organisational Behaviour and Supervision – UG Thesis/Project//Master Dissertation/Project/Internship Report. Her research areas of interest include Neuroscience in Neuromarketing, Consumer Behaviour, Retail, Brand Marketing, travel patterns and tourism.

Abstract: The rapid growth of e-commerce and omnichannel strategies has accelerated the shift from traditional marketing approaches to digital-first strategies, incorporating AI, online advertising, influencers, and human-centric experiences. Companies increasingly leverage promotions and hybrid experiences to engage price-sensitive and digitally native consumers. Neuromarketing presents a promising solution to address the limitations of traditional marketing, though current awareness among professionals remains low. This study uses thematic content analysis to examine neuromarketing awareness and concerns to analyse twenty-three interviews with marketing professionals across diverse roles and experience levels, discussing neuromarketing, marketing strategies, and industry challenges from the age of 21 to 72 years old, with most falling between 30 and 50. They are primarily based in Macao S.A.R., with a few from other regions like England, France, and Switzerland. From the results obtained, it was understood that only a few interviewees, around three participants, had heard of neuromarketing tools before. Most were unfamiliar with the term or had only a vague understanding. Findings reveal a significant knowledge gap regarding neuromarketing's potential despite growing interest in adopting innovative tools to enhance customer understanding and competitiveness. The research highlights a strong industry focus on personalised, consumer-centric strategies while identifying neuromarketing as a critical emerging area that could bridge gaps in traditional marketing practices. Key recommendations include educational initiatives, pilot testing of neuromarketing tools, and careful consideration of ethical implications related to consumer privacy and data security.