Embedded Files
During this week participants will review marketing concepts that allow them to identify segmentation, targeting and positioning strategies strengthen with analytics. Learning how to support your customers developing a win-win relationship, serving and retaining them and how to engage people throughout their journey with your company analyzing different Latin American markets, considering Account Based Marketing fundamentals and the differentiation of strategies v. tactics.
A digital component of marketing strategies will be present knowing how to analyze all the digital channels a customer interacts with your business or organization, and how to communicate in a proper manner. An approach to differentiate cases from some Latin American countries to have a glocal perspective in the way to target customers through digital tools.
The general objective is to understand all the digital touchpoints your customer has with your brand, including email, social media, and even your website in order to apply all this knowledge to a firm or startup.
Meet your professor
Claudia Quintanilla
Claudia Quintanilla
With more than 20-years experience as an independent consultant in the field of Market Research, Dr. Claudia Quintanilla is a member of the SNI (Sistema Nacional de Investigadores), Level I, Conacyt.
A Professor at EGADE Business School and a member of the “Consumer Behavior and Value Creation” research group, she has published in indexed journals such as the Journal of Consumer Studies, MAGIS, amongst others. In addition to her title of Director of the Department of Marketing and Analysis, she currently teaches courses in both the master’s and doctoral programs.
AWARDS & HONORS
Raúl Conde Award, best speech at the Congreso de la Academia de Ciencias Administrativas, co-authored, for the paper “Desarrollo y validación de una escala para medir el uso de etiquetas nutrimentales” (2014).
Email: claudia.quintanilla@tec.mx
Gilberto Olavarrieta
In 2001, Gilberto Olavarrieta began his career as a university professor teaching business intelligence and organizational intelligence in postgraduate programs at Tecnológico de Monterrey.
Since 2002, he has been a member of the Board of Directors of the Ibero-American community of knowledge systems, a network of international experts in the fields of knowledge management and knowledge-based development.
As part of his doctoral research, Dr. Olavarrieta has published articles in indexed publications and various scientific journals on intelligence capital and the model of integral intelligence. He has participated in the leading international congresses around these themes including IFKAD (International Forum on Knowledge Assets Dynamics) in Italy, Finland and Australia; KCWS (Knowledge Cities World Summit) in Australia, Turkey and Brazil; KMAP (Knowledge Management in Asia).
Business sector
Business sector
Recorded Interviews with Business Leaders
Live talks with Business Guest Speakers
Culture
Culture
Mexican Experience Recorded Cultural Capsules
Live Online Cultural Interactions
Access to CANVAS:
Access to CANVAS:
Page updated
Report abuse