Innovative marketing strategies and public relations have a significant role in Career-cum-Course Counselling of students for making them enroll for competitive entrance examinations in opting for their preferred courses as well as the subsequent selection of the higher education institutions of their choice. This research focuses on the career counselling event conducted by a reputed coaching institute located in Bangalore City, having a Pan-India presence with its focus on preparing students for various competitive exams for getting into higher studies in Engineering and Medicine. The research has employed program-related- potential-techniques to examine both cognitive and affective brain processing of students and their parents in opting for their courses of study and the coaching institute during different time periods. The results derived from the overall behavioral patterns of the stakeholders have demonstrated that a positive approach towards the preference of the course was mainly depended on the benefits provide to them.