Marketing

Specialization Field 1

Axis One: Strategic digital transformation of marketing: integrated digital strategies (omnichannel strategies), platform-based business models, brand management in digital environments, digital transformation in traditional institutions, and marketing strategies for e-commerce and virtual stores. Axis Two: Consumer behavior and contemporary purchase psychology: digital consumer psychology and decision-making, human–technology interaction in the purchasing process, cultural and social influences on purchasing behavior, and behavioral economics and its marketing applications.

Specialization Field 2

Axis Five: Management and development of marketing relationships: digital customer relationship management (CRM), experience marketing, content marketing, influencer marketing, and digital public relations. Axis Six: Measurement and evaluation in modern marketing: advanced marketing performance indicators (KPIs), return on marketing investment (ROMI) analysis, marketing tests and laboratory experiments, and analysis of campaign effectiveness.

Specialization Field 3

Innovation and emerging technologies in marketing: applications of artificial intelligence and machine learning in marketing, big data and predictive analytics, Internet of Things marketing (Marketing IoT), marketing automation, and robotics.

Additional Specialization

Axis Seven: Marketing in specialized sectors: services marketing, industrial and business-to-business (B2B) marketing, digital marketing of financial and banking services, and digital marketing in the tourism sector.

Research Line Leader