Mexico City, August 20, 2025.— Universidad Panamericana, Mexico City campus, and the Mexican Association of Market and Opinion Research Agencies (AMAI)signed a strategic collaboration agreement that marks the beginning of a new era in training talent in market intelligence and data analysis in Mexico.
Relationship Between Academia and Industry
The purpose of this agreement is to strengthen the relationship between academia and industry through joint activities in teaching, applied research, talent development, and employability.
One of the immediate outcomes of this partnership is the creation of the AMAI-UP Corporate Chair within the Bachelor’s Degree in Marketing & Data Strategy, which has 22 students in its first cohort. This program represents an unprecedented effort to bring in active industry professionals as guest lecturers to share their experience with the students.
Benefits for UP Students
During the formal ceremony, held at the Mexico City campus, university officials and AMAI representatives highlighted the importance of this partnership for developing highly skilled professionals capable of meeting the challenges of a market increasingly focused on data, strategic agility, and constant innovation.
Gabriela Sacal, Esq., executive director of AMAI, expressed her pride in formalizing this partnership: “Today we are celebrating a significant milestone: the signing of the agreement that establishes the first AMAI-UP Corporate Chair, ” she said.
He also added: “This agreement is not just a document; it is the beginning of a relationship that we trust will be fruitful and enriching, with concrete benefits for both institutions, but especially for the students, who are the heart of this project.”
He also noted that, as part of the course, nine experts from agencies affiliated with AMAI will share their knowledge directly in the classroom, providing a realistic and up-to-date perspective on the sector.
He also noted: “This partnership is important because market intelligence is undergoing a major transformation. Connecting students with working professionals gives them a real window into the job market, helps them understand the industry’s current challenges, and inspires them to become agents of change.”
Working side by side with the best
Cecilia Canal Garrido, M.A., vice president for the Mexico City campus, emphasized that this agreement reflects one of the strategic pillars of the Universidad Panamericana: working hand in hand with the best.
“We are excited about this opportunity to build a new bridge of collaboration with an organization like AMAI. In a world saturated with data, training professionals capable of analyzing it and turning it into sound decisions is an urgent need. This not only benefits businesses but also society,” stated Ms. Canal.
In addition, the vice president emphasized that this partnership will not be limited to teaching, but will open the door to research projects, innovation, business incubation, and new forms of inter-institutional collaboration with social and economic impact.
Real-Life Classroom Experiences
On behalf of the academic administration, Lizbeth Núñez Ramírez, M.A., director of the Bachelor’s Degree in Marketing & Data Strategy, celebrated the launch of the chair and acknowledged the collaborative effort that made it possible: “This agreement represents a significant step toward closer collaboration between academia and industry”.
“The AMAI-UP Chair in Market Research will bring cutting-edge content and real-world experiences to the classroom, enabling our students to develop a deeper understanding of the value of research for strategic decision-making,”, he added.
Núñez emphasized that the partnership with an organization like AMAI, which brings together industry leaders, not only enriches the learning experience but also positions the program as a national leader in training professionals in data analysis, strategic marketing , and evidence-based decision-making.
“With initiatives like this, we continue to strengthen our commitment to transformative education that is connected to the realities of the job market and focused on the future,” he said.
This partnership reaffirms the shared vision of the National Institute of Higher Education ( Universidad Panamericana ) and AMAI: to prepare the next generation to lead with ethics, innovation, and vision in a world where knowledge, data, and cross-sector collaboration are key to the country’s sustainable development.
Learn more about the Marketing & Data Strategy degree program at: https://mkt.up.edu.mx/licenciatura-en-marketing-and-data-strategy
