Faculty of Economics

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Research group

Spanish

Research Group on Marketing (IMARK)

Academic Unit: Faculty of Economics

Colombian Ministry of Science

A

Call

957 GrupLAC

OECD

Area

Social sciences

Subarea

Economics and business

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Strategic Focus

We are a team passionate about marketing. We intend to generate and transfer knowledge on the creation, communication, delivery, and exchange of high-value proposals for customers, consumers, stakeholders, and the society in general. IMARK’s academic and professional activity focuses on marketing strategies, brand experiences, services logic and co-creation of value for clients, loyalty dynamics, adaptation to technology, and resistance of individuals to innovation.

Research Lines and/or Areas

Branding and brand value
Consumer behavior
Marketing strategies
Sales management and organizational behavior
New technologies applied to marketing

Sustainable Development Goals (SDGs)

Group Coordinator

Beatriz Londoño Giraldo, PhD

PhD in Marketing, Universidad Rey Juan Carlos (Spain)
Master's Degree in Marketing, Universidad Rey Juan Carlos (Spain)
Specialist in Management Marketing, Universidad de Medellín (Colombia)
Administrative Engineer, Universidad Nacional de Colombia - Sede Medellín (Colombia)

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Coordinator's Email

beatriz.londonog@udea.edu.co

Research Group Email

grupoimark@udea.edu.co

Scientific Cooperation

Collaborative Relationships

American Marketing Association (AMA): The most relevant academic association for academics and professionals worldwide.
Ramapo College: An institution with which we are currently working on research on topics related to mobile banking.
Compañía Nacional de Chocolates: Collaborative research on consumer perception and its impact on purchase intent.

Highlighted Projects

Acceptance of e-commerce in Colombia.
Loyalty to customer loyalty programs in Colombia.
Banking, technology, and people.

Key Research Findings

Community mapping based on Milton Santos as a tool for disaster response and risk management in self-built communities: case study of El Pacífico, Medellín, Colombia https://doi.org/10.1080/23311886.2024.2307181
Engagement and loyalty in mobile applications for restaurant home deliveries DOI: 10.1016/j.heliyon.2024.e28289
Technology readiness, mobile payments and gender-a reflective-formative second order approach https://doi.org/10.1080/0144929X.2022.2054729
Value co-creation and co-destruction in the first cashless society in Colombia–a middle range theory approach https://doi.org/10.1108/ITP-05-2020-0273

Services and/or Products Portfolio

Marketing intelligence applying both qualitative methods (focal groups, ethnography, netnography, in-depth interview, among others), and quantitative methods (ad-hoc surveys, big data and analytics applied to marketing).
Planning and design of marketing plans, campaigns, brands, experiences.
Accompaniment and execution of plans associated with marketing and commercial execution.
Innovation and marketing.