UPAEP, Puebla NOVEMBER 18 & 19 - 2021
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Mkt Clan & UPAEP present
It is an honor for UPAEP, through its School of Business, to be hosting the 2021 Annual Conference of the
Emerging Markets Conference Board for the first time in México, Latin America and the whole
continent.
PROGRAMME
| TIME (GMT-5) | Thursday, NOVEMBER 18 |
|---|---|
| 07:30 - 08:00 |
07:30 - 08:00
CONFERENCE REGISTRATION
Lobby of the “Centro de Vinculación UPAEP”
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| 08:00 – 08:30 |
08:00 – 08:30
OPENING SESSION
Main hall of the “Centro de Vinculación UPAEP”
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| 08:30 – 09:45 |
08:30 – 09:45
PLENARY SESSION 1
“Presidential Panel on Emerging Markets.”
Academy of Marketing Science (AMS)
SESSION CHAIR:
Naresh K. Malhotra, Georgia
Institute of Technology, Past President AMS
PANELIST:
Barry Babin, The University of
Mississippi, Past President AMS
Linda Ferrell, Auburn
University, Past President AMS
OC Ferrell, Auburn University,
Past President AMS
John Ford, Old Dominion
University, Past President AMS
Julie Guidry Moulard, Louisiana Tech University, Current President AMS
|
| 09:45 – 11:15 |
09:45 – 11:15
TRACK SESSION 1
Psychology, consumer behavior and culture
Digital Marketing
Primary Co-chairs:
Dora Ivonne Álvarez Tamayo, UPAEP
Laura B. Sánchez Baltasar, UPAEP
SPECIAL TALKS
Talk 1:
“El futuro de los contenidos”
José Beker, Beso
Talk 2:
“The world of advertising agencies”
Suzanne Ramírez Yano, Unilever
WORKSHOP 1
"Neuromarketing, decisiones accionables para los negocios"
Jaime Romano
Neuro Marketing
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11:15 – 11:30 |
11:15 – 11:30
COFFEE BREAK
|
11:30 – 12:30 |
11:30 – 12:30
KEYNOTE SPEAKER 1
“Leading with innovation and passion in Emerging Markets.”
Juan Pablo Gómez Macfarland
Director of SEAT and CUPRA México
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12:30 - 14:00 |
12:30 - 14:00
TRACK SESSION 2
Paper presentations in the tracks:
Green/sustainable marketing
Psychology, consumer behavior and culture
Primary Co-chairs:
Emigdio Larios Gómez, BUAP
Crishelen Kurezyn Diaz, UPAEP
PANEL
“Startups experiences in Latin America”
Unreasonable México,
Sabina Malacón Margolles
Director of Acceleration Programs at Unreasonable México
Carlos Carreto
Country Manager
MX-Rocketpin
Alexander Yaroshewski
Co-Founder Crecy
WORKSHOP 2
"Creating content for digital marketing campaigns"
Carol Soto
and Aymé Aburto
Gravy
|
14:00 - 15:30 |
14:00 - 15:30
CONFERENCE DINNER
|
15:30 - 16:30 |
15:30 - 16:30
KEYNOTE SPEAKER 2
Marketing as Constructive Engagement for Sustainable Prosperity and
Peace
Clifford J. Shultz
Leader for projects funded by USDA, USAID, USDE,
US State Department, UN and National Geographic Society.
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| TIME (GMT-5) | Friday, NOVEMBER 19 |
|---|---|
| 08:00 – 09:30 |
08:00 – 09:30
PLENARY SESSION 2
“ACR Leadership on Consumer Behavior in Emerging Markets.”
Association for Consumer Research (ACR)
SESSION CHAIR:
Rajiv
Vaidyanathan, University of Minnesota Duluth, Executive Director, ACR
PANELIST:
June Cotte, Western University,
President, ACR
Angela Lee, Northwestern
University, Past President, ACR
Linda Price, University of
Wyoming, Past President, Fellow, ACR
Stefano Puntoni, Erasmus
University, International Perspectives Director, ACR
Jagdish Sheth, Emory
University, Past President, Fellow, ACR
|
| 09:30 – 11:00 |
09:30 – 11:00
TRACK SESSION 3
Paper presentations in the tracks:
Marketing strategy
Relational and services marketing
Social entrepreneurship and social marketing
Primary Co-chairs:
Cecilia Calderón Valencia, UPAEP
Rosa María Cánton Croda, UPAEP
SPECIAL TALKS
Talk 3:
“Transformación hacia una nueva era: Talento 4.0”
Daniela Maytorena
HR Consultant and
Headhunter
Talk 4:
“La mercadotecnia de un símbolo distintivo de México”
Alejandro Montes
VP Marketing & Commercial at AAA
WORKSHOP 3
“Customer Care Strategy: Delivery service vs Delivery experience"
Mariana Balbuena
and Josué Berlanga
Phillip Morris
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11:00 – 11:30 |
11:00 – 11:30
COFFEE BREAK
|
11:30 – 12:30 |
11:30 – 12:30
KEYNOTE SPEAKER 3
“Digital marketing challenges in emerging markets”
Claudio Flores Thomas
CEO of Altazor Intelligence, Former President AMAI
|
12:30 - 14:00 |
12:30 - 14:00
TRACK SESSION 4
Paper presentations in the tracks:
Clusters Strategy and Collaboration
Marketing in SMEs
“Micro trends in marketing and politics”
Other topics
Primary Co-chairs:
Rocío Prado Castillo, SINTONÍA
Cynthia María Montaudón Tomas, UPAEP
WORKSHOP 3
DataStoryTelling: Transformando datos en historias
Fabiola Guzmán
GDV Group
WORKSHOP 1
“User experience using
Facereader and SenseLab”
Monserrat Sánchez
Brand Center UPAEP
|
14:00 - 15:30 |
14:00 - 15:30
CONFERENCE DINNER
|
15:30 - 16:30 |
15:30 - 16:30
SPECIAL SESSION
“Publishing in Top Journals”
Session chair:
Professor Madéle Tait, Director, School of Management Sciences, Nelson Mandela University
Panelists:
Charles R. Taylor, Editor-in-Chief of
the International Journal of Advertising
Naresh K. Malhotra, Marketing Legend;
World’s Top 2% Most-Cited Researcher
|
16:30 – 17:00 |
16:30 – 17:00
CLOSING SESSION
Naresh K. Malhotra, Marketing Legend; World’s Top 2% Most-Cited Researcher
Mauro García Domínguez, Academic director of the School of Marketing, UPAEP
Professor Barbara Čater, Ekonomska fakulteta, Univerza v Ljubljani
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Fees
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Early Payment
Until November 12
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Late Payment
From November 13
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Online
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40 usd ($800.00)
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60 usd ($1200.00)
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75 usd ($1500.00)
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100 usd ($2000.00)
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HYBRID Availability limited to 200 seats
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75 usd ($1500.00)
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100 usd ($2000.00)
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150 usd ($3000.00)
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200 usd ($4000.00)
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KEYNOTE SPEAKERS AND PLENARY SESSIONS
Clifford J. Shultz
Kellstadt Chair at Loyola University Chicago, and counselor of governments, NGOs and businesses
on six continents.
Naresh K. Malhotra
Marketing Legend, world’s top 2% most-cited researchers across all disciplines
Claudio Flores Thomas
CEO of Altazor Intelligence.
Juan P. Gómez Macfarland
Director of SEAT and CUPRA México
Charles R. Taylor
Editor-in-Chief of the International Journal of Advertising.
ACADEMY OF MARKETING SCIENCE (AMS)
Barry J. Babin
Chair of Marketing The University of Mississippi. Past President, AMS
Linda Ferrell
Roth Family Professor of Marketing and Business Ethics in the Auburn University. Past
President, AMS
John Ford
Professor of Marketing and International Business Old Dominion University
Past President, AMS
O.C. Ferrell
Director of the Center for Ethical Organizational Cultures Auburn University
Past President, AMS
Julie Guidry Moulard
Associate Professor Louisiana Tech University. Current President, AMS
ASSOCIATION OF CONSUMER RESEARCH (ACR)
Jagdish Sheth
Charles H. Kellstadt Chair in Marketing
Emory University. Past President, ACR
June Cotte
Professor of Marketing at the Ivey Business School. Western University
Current President, ACR
Rajiv Vaidyanathan
Professor of marketing and department head University of Minnesota Duluth.
Executive Director, ACR
Stefano Puntoni
Professor of marketing at the Rotterdam School of Management. Erasmus University. Past
President, ACR
Linda Price
Professor and Dick and Maggie Scarlett Chair of Business Administration Wyoming University.
Past President, ACR
Angela Y. Lee
Professor of Marketing at the Kellogg School of Management Northwestern University. Past
President, ACR
ESPECIAL SESSIONS AND WORKSHOPS
SPECIAL TALKS
José Beker
CEO of BeSo, one of the most recognized publicists of his generation
Daniela Maytorena
HR manager and head hunter with 20 years of experience in Mexico, LATAM, USA, and Europe
Suzanne Ramírez Yano
Media & Digital Genius Lead at Unilever Mexico
Alejandro Montes
VP Marketing & Commercial at AAA
Sabina Malacón
Director of Acceleration Programs at Unreasonable México
Carlos Carreto
Country Manager at Rocketpin
Alexander Yaroshewski
Co-founder and CEO of the Mexican fintech Crecy
WORKSHOPS
Montserrat Sánchez
Founder of the UPAEP Brand Center
Josue Hiram Berlanga
Head of Care & Multichannel for Philip Morris Mexico
Jaime Romano Micha
CEO of Neuromarketing
Mariana Balbuena
B2C Logistic Manager at Philip Morris Mexico
Fabiola Guzmán Rosas
Co-Founder Unreasonable México
Carol Soto
Master's Degree in Management and Marketing, member of the Mexican Association of Digital
Marketing and Social Media
OUR SPONSORS
Become our sponsor
¿WHY TO BE OUR SPONSOR?
- Collaboration space and creation of contacts at the local, national and international level.
- Opportunity to position your brand and share your ideas with a very relevant forum.
- Be part of a transcendent event for the academic community held for the first time in America.
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