Gerry Zaltman of Harvard University made the pioneering use of fMRI as a marketing tool in the late 1990s. Neuromarketing emerges as a promising avenue for gaining deeper insights into consumer responses, laying the groundwork for the development of more impactful marketing strategies. This fusion of neuroscience and marketing birthed the interdisciplinary field of neuromarketing, dedicated to unraveling the neural mechanisms underpinning economically significant behaviors. Employing advanced neuroscience techniques such as fMRI, EEG, and Eyetracking, neuromarketing investigates the decision-making processes of consumers. Through neuromarketing, we uncover the rationales behind consumer decisions and identify the neural pathways guiding them. Uskudar University proudly offers the first Neuromarketing Master's Program in Turkey.