Today, simply having data isn't enough. The competitive advantage lies in knowing how to interpret it quickly, understanding the consumer, and turning that information into decisions that grow the business.
El Program in Insights, Innovation and Strategy It prepares you to develop that ability. You will learn to Identify opportunities, build robust insights, design customer-centric strategies, and drive results-oriented innovation.
The Program has the collaboration of SAIMO, a leading research institution
market and opinion in Argentina, which provides a rigorous and up-to-date look at consumer insights and behavior.
MARIANELA GUGLIELMO
Certified Public Accountant from the University of Buenos Aires (UBA), currently pursuing an MBA in Marketing and Communication at Austral University. Specialist in Consumer & Shopper Insights. She has over 20 years of experience in leading consumer goods companies, focusing on Strategy and Consumer Understanding. She is the Director and founder of TOB (Think Out of the Box) and a professor at the undergraduate and graduate levels at [university name missing]. Universidad AustralHe is a member of the board of directors of SAIMO.
MARTIN PICO ESTRADA
Bachelor's degree in Business Administration, UCA. Master's degree in Business Management, UCEMA. Certificate in Marketing, UC Berkeley. PhD doctoral studies IAE Business School (ongoing). She specializes in marketing, strategy, and business management. She has over 20 years of management experience in marketing and sales roles in Argentina, Mexico, Chile and Peru. Professor with extensive teaching experience at the undergraduate and postgraduate levels in the Universidad Austral and the exterior.
Strategic thinking
• CLASS 1: Immersion in the strategic plan and trends
• CLASS 2: Data Strategy / Opportunity Sizing
• CLASS 3: Data-driven decision-making process
Building and sizing insights
• CLASS 4: Introduction to Market Research and Business Challenge
• CLASS 5: Qualitative Methodologies / Introduction to Insight Building
• CLASS 6: Quantitative Methodologies + AI Impact
• CLASS 7: Shopper understanding
• CLASS 8: Types of research and real cases
Innovation process and project leadership
• CLASS 9: Design Thinking Methodology
• CLASS 10: Innovation Process
• CLASS 11: Project Leadership
Final project: Insights, innovation and strategy
• CLASS 12: Final presentations + Closing
The Faculty of Business Sciences of the Universidad Austral will issue the Academic Certificate of approval of “Program in Insights, Innovation and Strategy” to those who comply with the corresponding promotion regime (75% attendance and a practical work/final exam).
This certificate corresponds to the category of university extension for professional development and is not a university degree, title or qualification.
The Program combines key concepts with constant practical application:
• Classes with industry specialists
• Real-life cases and applied discussion
• Design Thinking Workshop
• Integration of AI in market research
• Development of an applied final project
Each participant will work on a personal challenge, integrating insights, strategy, and innovation into a concrete proposal. This will allow them to apply the program's content to real-world challenges within their organization, business, or professional context.
The program is designed for professionals seeking to understand the business from a more strategic and integrated perspective, including:
• Marketing, trade marketing and sales professionals
• Executives who wish to specialize in market research
• Data analysts and analytics profiles
• Project and innovation leaders
• Consultants, independent professionals, and entrepreneurs looking to scale their businesses
ARIEL ABKIEWICZ
He holds a degree in Sociology from the University of Buenos Aires (UBA) and an MBA from Torcuato Di Tella University. He has over 30 years of experience in market research and consumer insights, gained both in specialized consulting firms and in management positions at leading companies such as Philip Morris, Arcos Dorados, and The Coca-Cola Company. He currently teaches Market Research & Consumer Insights at the University of San Andrés and works as an independent consultant and researcher. He is a member of the board of directors of SAIMO.
VALERIA DUBINOWSKI
She holds a degree and teaching certification in Sociology from the University of Buenos Aires (UBA) and has completed a Senior Management Executive Program at UADE. She has over 25 years of experience in the market research industry, specializing in consulting, training, and project management. She serves as Deputy Secretary of the Board of Directors of SAIMO. She has also held leadership positions such as Project Director and Operations Director at IPSOS Argentina. She is a member of the SAIMO board of directors.
MARTIN CANOSA
An economist with a degree from the University of Buenos Aires (UBA), he also holds a Master's degree in Economic and Financial Risk. He has over ten years of experience leading data-driven strategies in regional and international companies. Currently, he is the Analytics Manager at Mondelez International, where he drives predictive models and growth analysis to support strategic decision-making. He has worked in Business Intelligence, risk, and marketing analytics, collaborating with organizations such as Google and Facebook.
Guest speakers and leading figures in the sector will also participate.
Being a graduate or member of the Austral Community You'll receive exclusive discounts. We also offer special benefits for those who work in companies that have an agreement with the University.
Consult with our sales advisors for more information.
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