This research encompasses a broad range of topics related to marketing management. Digitalization is reshaping marketing management as it (1) makes it easier to gather up-to-date data about customers, (2) simplifies the market segmentation process, (3) allows brands to better understand individuals’ needs and desires (4), promotes constant interaction and communication between brands and consumers, (5) leads to products, services, and communication personalization and (6) contributes to greater customer engagement. In mature markets, digitalization is considered as a variable that contributes to operational efficiency, prioritizing innovation, data-driven insights and customer-centric strategies.

The project aims to study the various challenges that marketers face and will be facing soon, as well as how they can be addressed. Combining digitalization and technology, like AI, Social Media Marketing, Mobile Marketing, Augmented, Virtual and Mixed Reality, among others, seems to allow companies to increase customer experience and brand value. It also seems to contribute to an increase in profitability. We will be addressing all these issues, as well as some key topics like blended consumers, FOMO, BOPIS, leads and prospects, outbound and inbound, Omnichannel and Phygital, all of them related to marketing departments that need to be agile to allow prompt answers to the constant changes of markets and individuals.

Research Group: Territories and Organisations for Sustainable Development (TOSD)