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Universidad del Pacífico
International Week 2020
Facultad de Ciencias Empresariales
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Seminarios

Conventional firm internationalization is increasingly challenged by the internationalization behavior of young entrepreneurial firms that rapidly conquer markets abroad soon after their inception. Such development is spurred by technological advances and the globalization phenomenon in general. Besides, a connection exists between the entrepreneurial behavior of the firm and its performance. The study of international entrepreneurship addresses the intersection between the fields of international business and entrepreneurship and is defined as the discovery, enactment, evaluation, and exploitation of opportunities across national borders to create future goods and services.

Prof. Francisco Acedo, PhD.
Conferencista:
Prof. Francisco Acedo, PhD.
Institución:
Universidad de Sevilla, España
Créditos: 2
Duración: 32 horas
Idioma del seminario: Inglés y español
Pre-requisitos:
  • (1MN002 Teoría del Comercio Internacional y Procesos de Integración O 140552 Teoría del Comercio Internacional y Procesos de Integración)
  • Nivel de inglés: CL 9
Horario:
  • Lunes a miércoles de 2:30 p. m. a 8:30 p. m.
  • Jueves y viernes de 2:30 p. m. a 9:30 p. m.
Vacantes agotadas

Social issues have not been the central focus of marketing for long; however, they continuously gain in importance in recent times. Due to various reasons, such as governmental policies and consumer demand, businesses are increasingly pressurized to work towards positive social changes. Current topics cover aspects such as health issues as well as environmental and social responsibility. Therefore, this seminar has been designed to reflect how Social Marketing can be a tool to build better connections with consumers. This seminar will also explore how social marketing can help to shape (consumer) behavior in light of the pandemic.

Prof. Victoria-Sophie Osburg, PhD.
Conferencista:
Prof. Victoria-Sophie Osburg, PhD.
Institución:
Montpellier Business School, Francia
Créditos: 2
Duración: 32 horas
Idioma del seminario: Inglés
Pre-requisitos:
  • Estrategias de Comunicación o Marketing Estratégico
Horario:
  • Lunes a miércoles de 7:30 a. m. a 1:30 p. m.
  • Jueves y viernes de 7:30 a. m. a 2:30 p. m.

For nearly four decades, industry practitioners have sought to understand the underlying preferences, needs, desires, and decisions, made by consumers in a great number of contexts. Traditionally, the process of understanding consumer behavior has been done via segmentation and mostly by probing differences based on demographics factors. Nevertheless, social movements (e.g., feminism), the internet, and the democratization of the access to information, has diminished the overall predictive capacity of demographics. Notwithstanding the considerable importance that, for example, gender, age, generation (e.g., millennials, centennials, and baby boomers) have had in the development of successful products and consumption experiences, it is now necessary to delve deeper into what makes us human. Inspired in array of sciences and disciplines (i.e., psychology, neuroscience, anthropology, criminology, and computational sciences), it is possible to develop models that help identify those factors that explain consumption and decision patterns. It is time to transform the art of profiling into a science and discover the mechanisms the govern behavior and that can allow us to develop predictive models. This new science will ultimately transform business intelligence, marketing, product innovation, experience design, analytics, and more fundamentally our understanding of human behavior.

Prof. Alejandro Salgado, PhD.
Conferencista:
Prof. Alejandro Salgado, PhD.
Créditos: 2
Duración: 32 horas
Idioma del seminario: Inglés
Pre-requisitos:
  • Canales de distribución y Retail o Marketing Estratégico.
Horario:
  • Lunes a miércoles de 2:30 p. m. a 8:30 p. m.
  • Jueves y viernes de 2:30 p. m. a 9:30 p. m.
Vacantes agotadas

Students will learn a powerful tool to better understand economic environments: the economic way of thinking. By mastering the logical principles of economic thinking, students will be able to anticipate the behavior of economic agents (consumers, producers, workers, investors, but also their future employers and employees) and, thus, better fulfill tasks in managing positions.

Sylvia Gutierrez
Conferencista:
Sylvia Gutierrez
Institución:
HEC Montreal, Canadá
Créditos: 3
Duración: 48 horas
Idioma del seminario: Inglés
Pre-requisitos:
  • (50) créditos académicos aprobados
  • Nivelación en Matemáticas
Horario:
  • Del 8 al 12 de marzo: Lunes a viernes de 8:00 a. m. a 11:00 a. m.
  • Del 15 de marzo al 9 de Abril: Clases a distancia, examen parcial y final.

**Seminario dirigido a alumnos de administración inscritos en el doble grado internacional con HEC Montréal y que estén dispuestos a cumplir con el horario de clases asignado. Sólo se otorgará el creditaje a los alumnos que cumplan con asistir a todas las sesiones virtuales.**

What product aspects are important for consumers? What is the optimal price for a product? How much should I spend on marketing? How should I divide my market budget across instruments and media channels? Which consumers should I target with promotions? How much should I spend to acquire a consumer? How much are my customers worth? This seminar focuses on the most frequently used and practical market assessment approaches to making marketing mix decisions and finding answers to these questions.

The objective of the Marketing Insights seminar is to provide you an essential set of tools to assess customer preferences and the effects of your marketing actions on the customer, and on the competition. Marketing Insights helps you think about the return on investment of your marketing actions, to make informed marketing decisions.

Arjen Van Lin
Conferencista:
Prof. Arjen Van Lin, PhD.
Institución:
Tilburg University, Países Bajos.
Créditos: 2
Duración: 32 horas
Idioma del seminario: Inglés
Pre-requisitos:
  • (80) créditos académicos aprobados e Investigación de Mercados.
Horario:
  • Lunes a miércoles de 7:30 a. m. a 1:30 p. m.
  • Jueves y viernes de 7:30 a. m. a 2:30 p. m.