This work aims to record and analyse, through the use of neurotechnology, in a face-to-face university training context, the effect on the learning process, using role-playing methodology in the subject of management and sales techniques. In this study, neurotechnologies have been used to measure cognitive processing in an academic experience of a university master's class in business administration. The neurotechnologies used have been the galvanic skin response (GSR) and electroencephalography (EEG). After analysing the brain records, based on attention, interest, stress and emotional connection (engagement), in a face-to-face educational context, the results allow quantifying the value of the key learning variables, compared to the recording of the master class, being able to establish the key moments of said methodology for the face-to-face follow-up format. The application of neuroscience technologies allows analysing the contributions of this active teaching methodology on the brain in the learning process

Keywords: Learning, educational innovation, neuroeducation, neurotechnology, group dynamics, active methodology, role-playing.