25 years revolutionizing market analysis and designing value propositions
For the 25th anniversary of Economic and Business Studies at the UOC, professors Pacheco-Bernal and Jiménez-Zarco reflect on the way in which technology has influenced the disciplines of marketing and market research, both in terms of their evolution and their scope. They also present challenges linked to these disciplines and faced by organizations at a key moment of digital transformation. For marketing, technology has provided a before and after. Basic concepts that currently determine the core of the discipline emerge and are consolidated as technology places new tools, devices, channels and even environments within our reach. Marketing is going from the field of short-term sales to building and maintaining, in real time, complex and lasting relationships with a strong emotional component between agents of various natures and with varying interests. In terms of market research, the potential offered by the development of new technologies in understanding consumers, while it has not eclipsed more traditional market research, has modified the panorama with regard to the quality and quantity of the information obtained and the breadth of methodological options for gathering data. In the midst of the digital era, the integration of data coming from various sources and the use of hybrid methodologies enable the sector to anticipate trends and better understand market behaviour.
ODS
Ana Isabel Jiménez ZarcoDoctorate in Economic and Business Sciences from the University of Castilla La Mancha (UCLM) and postgraduate in Construction of Ecology Models and Management of Natural Resources. Awarded for her doctoral thesis at the Institute of Economic Studies in Madrid. Assistant professor in Economic and Business Studies at the Universitat Oberta de Catalunya (UOC), in the area of innovation and marketing, and director of the master in Digital Marketing. Writer of many book chapters and articles in publications of international renown, and evaluator for research projects for the ANEP and EU, as well as prestigious international publications.
Carmen Pacheco BernalDoctorate in Society of Information and Knowledge at the Universitat Oberta de Catalunya (UOC), with a thesis on the adoption of mobile technology in the market research sector. Degree in Market Research and Techniques and a diploma in Business Science from the University of Barcelona (UB). Professor in Economic and Business Studies at the UOC since 2004, where she coordinates subjects in the field of marketing, market research and responsible consumption and marketing. Since 2014, she has held the post of director of the degree programme in Marketing and Market Research. Previously, her professional experience was linked to strategy consultancy in market research. Her R&D&I is mainly situated in the field of digital marketing and, more specifically, of online and mobile market research. In addition, she researches the field of responsible marketing and consumption. She has also written about virtual training in the workplace and on the assessment of the economic, social and environmental impact of tourist events.
