Three decades of marketing at UAA
Keywords:
three decades, marketing, Autonomous University of AguascalientesSynopsis
The book Three Decades of Marketing at UAA explores the development and evolution of the Bachelor's Degree in Marketing at the Universidad Autónoma de Aguascalientes (UAA) since its creation in 1994, highlighting its impact on the academic field and its contribution to the economic and social development of the region. Coordinated by Gonzalo Maldonado Guzmán and Vianney Judith Robledo Herrera, the text is organized into three main sections.
The first section addresses the program's beginnings, from its establishment to meet local needs to its academic consolidation. It details the history of the curriculum and how it was adapted to include innovative and relevant topics, such as digital and sustainable marketing.
The second section describes the influence of research in green marketing, neuromarketing, and sustainable development, emphasizing UAA's contribution to projects aligned with the Sustainable Development Goals. This section highlights the role of research in strengthening students' competencies and their relationship with the productive sector.
Finally, the third section focuses on the program's future, exploring strategies such as international dual degrees, professional internships abroad, and Marketing 5.0, which incorporates advanced technologies and simulates business experiences.
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Published
October 31, 2024
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Copyright (c) 2024 Gonzalo Maldonado-Guzmán; Gonzalo Maldonado-Guzmán; Vianney Judith Robledo-Herrera; Vianney Judith Robledo-Herrera, Adriana Margarita Noyola-Medina, Verónica Gabriela Valdivia-Plaza, Alberto Pontón-Castro, José Trinidad Marín-Aguilar, María del Carmen Martínez-Serna, Sandra Yesenia Pinzón-Castro, Elena Patricia Mojica-Carrillo
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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Details about this monograph
ISBN-13 (15)
978-607-69845-2-9
doi
10.55965/abib.9786076984529
