Marketing research incubator (SIM)

In order to ensure that their strategic plans are competitive, organizations need tools for collecting and analyzing market information to guide their commercial policies and practices. Therefore, professionals trained in managing, interpreting, and analyzing information that contributes to knowledge production are needed to create value propositions in the business world. In marketing research, these tools take on importance in this incubator, as they help prepare students and broaden their expertise.

Objectives
 

1. Study the different marketing models, approaches, and strategies.

2. Study purchase, use, and post-purchase consumer behaviors using neuromarketing and conventional tools.

3. Develop undergraduate and graduate students’ skills in value creation, marketing plans, and market analysis.

4. Develop students’ ability to complete applied research and consultancy projects in the discipline.

Research areas:

• Research on Finance and Marketing


The following projects are currently underway in the incubator:
 
a) Consumer-Based Brand Equity (CBBE) model and Universidad del Rosario student identity
 
b) Influencia de la integración, mediante la participación comunitaria, de las finanzas corporativas y el marketing en la creación de valor para las organizaciones y las comunidades (The influence of the integration of corporate finance and marketing through community involvement on the creation of value for organizations and communities)

Team:

Director:

Fernando Juárez Acosta

fernando.juarez@urosario.edu.co