At the end of last year, the new career program was launched at our headquarters. “Marketing with a focus on Communication and Design”, which began to be taught this year at the headquarters RosarioDuring the month of March, a hybrid Marketing conference was held in conjunction with the Pilar campus of the University, led by experts from around the world. The objective: to analyze new perspectives in Marketing.

Nearly a thousand people connected online and 60 in person at both locations, listened live to the father of modern marketing, Philip Kotler, who presented a new humanistic perspective on this discipline.

Also participating in the event was the book's co-author, Waldemar Pfoertsch , who cautioned: “Machines can be very intelligent, but they cannot relate to human beings in an emotional sense. In other words, they cannot form or build relationships. Human-to-Human (H2H) marketing prioritizes human connection and the importance of building genuine relationships.”

“New marketing must be ethical and have added value for people,” commented Kotler, 92, after thanking the organizers for the invitation to the event and expressing his regret at not being present in Argentina, a country he holds dear.

“A big mistake is thinking that marketing is only about sales. People and their experiences influence activity and new market dynamics,” explained Frank Mulhern , a professor at Northwestern University in the United States . He also emphasized the need to focus on the consumer experience, their world, and their value system. “Companies that strive to understand customer experiences are the ones with the greatest market share and volume, and they reflect the greatest growth within the business world,” he insisted.

For his part, Carlos Trelles , an executive at a marketing agency that works for Latin America from Miami, shared that today "the market demands that we get closer to our consumer, to see people more than clients."

Meanwhile, from the auditorium of our university, a local specialist, Luciano Casanova , Business and Innovation Manager of La Virginia, explained how this new paradigm is being applied in the Rosario company.

The event concluded with remarks from Kotler, who emphasized that people today demand that companies take care of the planet and stressed the importance of future marketing experts understanding human needs and designing solutions.