UPAEP, Puebla NOVEMBER 18 & 19 - 2021
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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”
08:00 – 08:30
08:00 – 08:30
OPENING SESSION
Main hall of the “Centro de Vinculación UPAEP”
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
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
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.
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
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
Fees
Early Payment
Until November 12
Late Payment
From November 13
Online
40 usd ($800.00)
60 usd ($1200.00)
75 usd ($1500.00)
100 usd ($2000.00)
HYBRID Availability limited to 200 seats
75 usd ($1500.00)
100 usd ($2000.00)
150 usd ($3000.00)
200 usd ($4000.00)
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
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¿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.
FOR MORE INFORMATION
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