Podrobný výpis o publikaci

The article deals with the topic of cross-disciplinary collaboration in the area of university students’ preparation in English language in the study field of Marketing Communications in connection with the content and methods of a newly incorporated subject of Neuromarketing which is a relatively new and progressive discipline. For the benefit of students, mutual interconnectedness of dimensions within the process of creating knowledge is enriched in its explicit element by the use of verbal tools of a foreign language. Thus, in the process of sharing the obtained knowledge, principles and hands-on acquired skills of a particular field of study within the frame of applied linguistics, the foreign language learning process (second-language acquisition) is boosted and simultaneously the depth of memorability (recall) of professional terminology is enhanced. The above-mentioned branch of neuromarketing is gradually gaining its position on the Czech market specializing in marketing research. As opposed to the traditional marketing research, this attitude uses biomedical technology, e.g. respondents’ brain activity monitoring, their heart rate, or their eye tracking monitoring. One of the starting points can be seen in deeper comprehension of respondents’ typical behaviours in the context of marketing research. It can be ascertained that in question there is a less traditional method which is currently starting to develop its potential and seeking new experts to work in this specific area. This paper presents eye tracking monitoring results which were used directly in the Neuromarketing instruction, and, at the same time, it informs about a unique opportunity for students to present their findings and exchange their experience based on the research. They are able to do so during English language seminars with the use of the professional English terminology and concepts which had been previously taught.