Learning outcomes of the curricular unit

In a context marked by the challenges posed by constant advances in digitalization and the adoption of AI, companies now more than ever need to know how to operationalize these tools, leveraging them to serve their own interests and those of their stakeholders. At the same time, a new mindset has emerged among today’s businesses—one more attuned to social issues—which has gained prominence and demands a more aligned response in terms of social responsibility. This shift is also driving the adoption of new business models. Trainees should understand the potential of marketing and how to capitalize on digital transformation and this new business paradigm, particularly with its heightened focus on SDGs (Sustainable Development Goals) and H2H (Human-to-Human) relationships. Alongside this, they must address increasingly sophisticated technological needs to develop more tailored offerings.

Syllabus

We this course, we want students to get to know about:
1. New waves in marketing
2. Marketing digitalisation, automation and omnichannel
3. Participation as an important marketing-mix component
4. The basics of new digital business models 
5. New trends in marketing and consumer behaviour