Marketing Innovation and Business Transformation

About

This course aims to provide students with a comprehensive understanding of how marketing innovation drives business transformation in contemporary organizations. It explores the strategic role of marketing in fostering innovation, adapting to digital disruption, and leading organizational change. Students will develop analytical and creative skills to design innovative marketing strategies aligned with evolving consumer needs and technological advancements.

Course leader

MOYA BURGOS Ingrit, University of La Rioja, Spain; Pamela SIMÓN SANDOVAL, The Complutense University of Madrid, Spain

Target group

Master students (and Bachelor students in their final year) as well as recent graduates and young professionals who wish to acquire new knowledge in specific areas

Course aim

This course is aimed to bring together perspectives and research methods from psychology, economics, cognitive neuroscience, and marketing to understand consumers' decision-making and choice behaviour. At the end of the course, the student will have the tools and resources to analyse any consumer’s choice process and make decisions on how to overcome behavioural barriers and create a positive impact for both consumers and brands.

Fee info