This area seeks to develop and disseminate knowledge about marketing that provides value for organizations while increasing the welfare of society. This is done by promoting continuous innovation in its research and teaching activities.
On the research side, we have the “Markets and Decisions”, research group, which advances studies in the areas of: Marketing Systems, Decision Making, Consumer Behavior, Innovation in Higher Education, Experiential Marketing, Branding, and Retailing. This is done through data analysis using different methodological approaches: experimental, behavioral, quantitative (time series, multivariate and hierarchical analysis), and qualitative (ethnographic and ethnographic studies).
The Marketing area comprises an interdisciplinary and multicultural group of professors and researchers.