General information

Subject type: Mandatory

Coordinator: Monica Juliana Oviedo León

Trimester: Second term

Credits: 4

Teaching staff: 

Alberto Guevara Chacon

Teaching languages

  • English

Check the schedules of the different groups to know the language of teaching classes. Although the material can be in any of the three languages.


Basic skills
  • CB4. That students can convey information, ideas, problems and solutions to both specialized and non-specialized audiences.

Specific skills
  • CE7. Manage in a timely and convenient manner the resources available in the work environments in which it is to be directed.

General competencies
  • CG2. Be able to innovate by developing an open attitude to change and be willing to re-evaluate old mental models that limit thinking.

  • CG3. Integrate the values ​​of social justice, equality between men and women, equal opportunities for all and especially for people with disabilities, so that the studies of Marketing and Digital Communities contribute to training citizens for a a just, democratic society based on a culture of dialogue and peace.

Transversal competences
  • CT3. Demonstrate entrepreneurial leadership and leadership skills that build personal confidence and reduce risk aversion.


The course focuses on the study of new theories, challenges and opportunities that organizations face today. As a starting point, an analysis will be made of the current situation and the changes that the market, consumers and employees have brought to business management in the 2st century. In this way you can continue to study the most successful models in the management of BXNUMXB Marketing, as well as the new paradigms that are presented when conducting marketing activities between companies.

Subsequently, the latest marketing model proposed by Philip Kotler, Marketing 5.0, will be studied, which will analyze the new technologies that every company can and must know for the optimization of its planning processes, customer acquisition and loyalty.

Finally, the H2H model will be studied, a theoretical / practical model that is seen as the future between B2C and B2B relations. The humanization of business management, based on marketing and sales activities, but which occupies the entire operational spectrum of an organization is the fundamental basis of this new theory.

This subject, aimed at final year students. It seeks to cover recent topics that are useful in the current field of work.


Topic 1: The current landscape.

  • What are the challenges and problems that companies are currently facing?
  • Changes in paradigms, changes in the customer's perspective.
  • JIT’s transition to availability through the co-creation of products and services.

Topic 2: B2B Marketing

  • Definition of business-to-business (B2B) marketing.
  • Fundamentals of a robust B2B strategy.
  • B2B marketing models and how to choose which model to use.
  • Current status of B2B: what needs to change and what needs to be done.
  • B2B humanization: the most effective way to implement the strategy.
  • Analysis of success stories.

Topic 3: Marketing 5.0 - Technology put at the disposal of humanity.

  • Analysis of the evolution of Marketing according to the stages proposed by Philip Kotler.
    • Marketing 1.0: The product / service is the most important and the company dictates the rules.
    • Marketing 2.0: Consumers are the center of attention, but the product continues to dominate the relationship with them.
    • Marketing 3.0: the humanization of brands. What matters to the customer matters to us.
    • Marketing 4.0: the leap to digital. The rules of the game definitely change in the relationship between brand and consumer.
    • Marketing 5.0: technology as a tool to streamline processes and get results.
  • Marketing Components 5.0
  • Next Tech: the technologies that will mark the future of marketing in the short term.
    • Data Driven Marketing.
    • Predictive marketing.
    • Contextual Marketing.
    • Augmented Marketing.
    • Agile Marketing.

Topic 4: H2H human marketing.

  • Paradigm shift: the Bangalore model and the transition to the H2H Marketing model.
  • Elements of influence in the H2H model:
    • Design Thinking
    • Dominant Logic Service
    • Digitization
  • How to implement the H2H model in a marketing strategy.
  • Reputation and brand management through the H2H model:
    • H2H trust management.
    • H2H brand management.
  • The future of B2B and B2C converging in H2H.

Evaluation system

The qualification system of the subject will be obtained from the weighted average of the qualifications obtained in the different formative activities realized during the course. For the evaluation of the subject will take into account the result obtained of realizing a final examination, that will compute 50%, the realization of a specific work, that will compute 30% and the tasks derived from the seminars, that will weigh 20%. It is essential to achieve at least a grade of 5 in the exam to be able to average with the continuous assessment mark. 

The part corresponding to the exam can be recovered (50%), and the rest of the marks corresponding to the continuous assessment will be maintained.

Evaluation summary:

Final exam


Participation in activities proposed in the classroom


Individual and / or group work


A student who has not applied for the first call CANNOT apply for recovery.




Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for Humanity (1st Edition). Wiley.

Kotler, P., Pfoertsch, W., & Sponholz, U. (2020). H2H Marketing: The Genesis of Human-to-Human Marketing (1st Edition). Springer.


Younger, J., & Smallwood, N. (2016). Aligning Your Organization with an Agile Workforce. Harvard Business Review.

Kantrowitz, A. (2020). How Amazon Automated Work and Put Its People to Better Use. Harvard Business Review.

Cash, P., & Trezona, J. (2021). Humanizing B2B (1st Edition). Practical Inspiration Publishing.

Kotler, Philip; Armstrong, Gary; Harris, Lloyd C .; He, H. (2016). Principles of Marketing Eighth Europe Edition. Pearson

Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0 Moving from Traditional to Digital (Wiley (ed.); First Edit). Wiley.

Chamorro-Premuzic, T., & Berg, K. (2021). Fostering a Culture of Belonging in the Hybrid Workplace. Harvard Business Review.

Davis, D. (2021). 5 Models for the Post-Pandemic Workplace. Harvard Business Review.

Prashara, S. (2020). How complex global organizations are adapting to our new reality | TED Talk. TED Talk.

Ruan, F. (2019). Management lessons from Chinese business and philosophy | TED Talk. TED Talk.

Humphreys, D. (2018). How machine learning can teach us to build more effective teams | TED Talk. TED Talk.