Tres décadas de marketing en la UAA
Palabras clave:
tres décadas, mercadotecnia, Universidad Autónoma de AguascalientesSinopsis
El libro Tres décadas de marketing en la UAA explora el desarrollo y la evolución de la Licenciatura en Mercadotecnia de la Universidad Autónoma de Aguascalientes (UAA) desde su creación en 1994, destacando su impacto en el ámbito académico y su contribución al desarrollo económico y social de la región. Coordinado por Gonzalo Maldonado Guzmán y Vianney Judith Robledo Herrera, el texto está organizado en tres secciones principales.
El primer apartado aborda los inicios del programa, desde su establecimiento para responder a necesidades locales hasta su consolidación académica. Se detalla la historia del plan de estudios y cómo se adaptó para incluir temas innovadores y relevantes, como el marketing digital y sustentable.
El segundo apartado describe la influencia de las investigaciones en marketing verde, neuromarketing y desarrollo sustentable, destacando la contribución de la UAA en proyectos alineados con los Objetivos de Desarrollo Sostenible. Esta sección enfatiza el papel de la investigación en fortalecer las competencias de los estudiantes y su relación con el sector productivo.
Finalmente, el tercer apartado se centra en el futuro del programa, explorando estrategias como la doble titulación internacional, las prácticas profesionales en el extranjero y la Licenciatura en Mercadotecnia 5.0, que incorpora tecnologías avanzadas y simula experiencias empresariales.
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Publicado
octubre 31, 2024
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Derechos de autor 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
Licencia
Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial 4.0.
Detalles sobre esta monografía
ISBN-13 (15)
978-607-69845-2-9
doi
10.55965/abib.9786076984529
