Mexico City, October 11, 2023.- With the objective of training professionals who contribute to the good of society through management and marketing in the business world, the School of Business of Universidad Panamericana, in its four campuses (Aguascalientes, Mexico City, Panamerican City and Guadalajara), has introduced the new degree in Marketing & Data Strategy.
The nine-semester program, which will begin in January 2024, will provide students with business experiences and master classes, among other internships.
Cutting-edge programs
In an online message, the Rector General of the UP-IPADE system, Dr. Fernanda Llergo Bay, said about this new degree: "The university is obliged to live in constant dialogue with the environment and with a proactive attitude, to offer programs with a comprehensive vision that are enriched with cutting-edge tools and promote the human competencies necessary to form professional managers and ethical conscientiousness".
"The School of Business, aware of this interconnected global digital environment that generates information in unprecedented volume and speed, coupled with a rapid transformation of markets, emphasizes the need for marketing professionals capable of making valuable decisions and generating innovation from the interpretation of data," he added.
The importance of collecting data
Speaking about the importance of data collection and analysis in marketing decision making, Thalia Castro, head of marketing and PR at Mercedes Benz Mexico & LATAM, Pedagogy alumni said: "Data collection is extremely relevant. What to do a campaign without being able to measure it, without collecting information does not generate any impact".
"The best way to do marketing is to have information and data, that will help us profile our customers, understand what their behavior is, where they are going, what they like the most," he says.
For her, studying for a degree in Marketing & Data Strategy is very significant: "Today we no longer just propose campaigns that can be liked, but we need to have the support of why a campaign would be important, and that is what the data gives us".
"It is very important to measure the success of a campaign, not only to generate or attract more clients (...) Information and data are becoming more and more relevant when you want to talk about marketing," says Thalia.
The perfect combination
Rodrigo Sandoval, sponsorship director at Heineken and Panamericana's Management and Marketing alumnus, says that in order to create effective marketing strategies, the first thing to do is to put the customer at the center. This, he explains, "is quite complicated, because you have many sources of data to understand the consumer, so you have to know where to look, what to look for and how to process that information.
He further reveals, "When analyzing data it is always very important to know what you want to ask and what you want to find in that data. You can't just dive into the data and look to see what you can find.
"Once you see what you want to analyze, you have to have the coolness and flexibility to understand what that data is telling you and be able to put your perceptions aside and take it as the absolute truth. At the end of the day, that's what you want them for and that's what you analyze them for," he says.
On studying Marketing & Data Strategy, he says: "Potentiating data and analyzing it, really gives you a 100% sense of the consumer and gives you a guide of what to do. Obviously, you have to complement it with the knowledge of the market, of your brand, of this strategic framework of where you want to go, so, for me, Data and marketing is a perfect combination" .
Better user experiences
For his part, José Antonio del Razo, CMO marketing and commercial, director of Grupo Cinemex and alumnus of Administration and Finance at our university, said: "Our approach at Grupo Cinemex in data analysis is very simple: we are dedicated to understanding the differences of each of our guests so that, together with what is happening in the film industry, we can provide more and better experiences.
Del Razo talks about the importance of seeing marketing in a new way today: "As marketing strategists, we no longer only dedicate ourselves to advertising as we used to do, now we have to understand audiences perfectly.
Thus, about the Marketing & Data Strategy career at Panamericana, he says: "This career is an eye-opener and an interesting breakthrough in the world of marketing. It finally brings together two things that seemed separate: information analysis and business marketing. By bringing them together, (students) will be able to get the best out of the market.
"I think that is the challenge of the new generations, that they can transform this information and this data into real knowledge that they can apply in any company (...)," he concluded.
Learn more about our educational offer here.
