Research groups are the basis of our university's research activity. They generate most of our scientific production and drive competitive research projects and those with companies.
LIST OF RESEARCH GROUPS
Companies, Institutions and Consumers in the environment of Digital Marketing and Technology (CICDMT)
The main objective of the Companies, Institutions, and Consumers in the environment of Digital Marketing and Technology (CICDMT) research group is to deepen the understanding and explanation of the transformation processes affecting marketing and the economy in the digital era. This initiative is developed through three main lines of research, each aimed at exploring different fundamental aspects of this vast field.
The first line of research focuses on marketing funnel analysis in the context of digital commerce, examining how digital marketing strategies and tactics influence consumer behavior from initial awareness to the final purchase decision. This area of study seeks to identify and optimize key touch points and interactions that can improve customer conversion and loyalty on digital platforms.
The second line of research evaluates the return of digital marketing for both society and business, addressing how digital marketing campaigns and strategies contribute to general welfare and socioeconomic progress. Special attention is paid to measuring the impact and effectiveness of digital marketing in terms of return on investment (ROI), brand growth, and its contribution to social and business value creation.
The third and final line of CICDMT research is dedicated to the adoption of innovation and disruptive technology, analyzing how new technologies are reshaping the marketing and economic landscape. This approach includes the study of the acceptance and resistance to technological adoption by companies and consumers, as well as the impact of these technologies on the creation of new business models and the transformation of existing ones.
Through these lines of research, the CICDMT group seeks not only to generate cutting-edge academic knowledge, but also to offer practical and applicable insights that can guide companies, institutions and consumers in adapting and taking advantage of the opportunities presented by the digital era. With an interdisciplinary approach, the research group is positioned as a key reference in the study of the intersection between marketing, technology and digital economy, contributing significantly to the advancement of knowledge in these fields.
Communication and Sustainable Competencies for Talent Management and Employability Group (CCSGTE)
The Communication and Sustainable Competencies for Talent Management and Employability Group (CCSGTE) focuses on addressing key challenges at the confluence of sustainability, effective communication and talent management. The aim is to conduct research that sheds light on the unresolved issues related to sustainable competencies and their communication both within organizations and in the public sphere. In doing so, it seeks to advance the knowledge and application of practices that optimize talent management, with the aim of increasing the employability of individuals in a variety of industries and sectors.
This group is dedicated to contributing to both academic progress and business and social practice by offering perspectives that facilitate organizations to develop sustainable skills and competencies among their workforce. This includes exploring strategies for effective communication to promote a culture of sustainability, identifying training needs in sustainable competencies, and developing training and professional development programs that prepare the workforce for the challenges of the future of work.
In addition, CCSGTE works closely with companies, educational institutions and non-governmental organizations to implement its research findings in specific programs that enhance employability through innovative and sustainable talent management. The vision is to act as a catalyst in shaping a more inclusive, resilient and adapted to the challenges of the 21st century labor market, where sustainability and effective competence are fundamental pillars of employability.
New Narratives and Professional Profiles in Advertising Communication
Applied research on transmedia storytelling, an increasingly relevant communication strategy in the media ecosystem, as well as in the fields of corporate marketing and advertising, is becoming increasingly important. This research approach addresses several fundamental objectives, including: the in-depth analysis of the application of transmedia storytelling within the business context, the adaptation of transmedia storytelling strategies to the particular needs of each company, as well as the study of its link with 360º practices of sustainable communication.
This project seeks, therefore, to elaborate a theoretical framework that allows organizations to take advantage of the potential of transmedia storytelling, as well as to locate the professional transformations necessary for the implementation of these new forms of commercial communication. Through the exhaustive analysis of previous experiences and the adaptation of narrative strategies to different business environments, the aim is not only to foster a deeper understanding of the principles and techniques of transmedia storytelling, but also to contribute to its effective application in the business environment. The goal is to provide companies with innovative tools that enable them to tell their stories in a more impactful and cohesive way across multiple media platforms, thus strengthening their presence and coherence in an ever-changing marketplace.
Metaverse, Customer Experience and Branding Research Group (GIMEC)
The main mission of the Metaverse, Customer Experience and Brand Research Group (GIMEC) is to explore and deepen the understanding of the impact that new technologies, especially the metaverse, have on customer experience and brand perception. This group is dedicated to investigating how technological innovations can transform the interaction between consumers and companies, creating immersive and personalized experiences that bring significant added value to both users and brands.
The Group's objective is to identify the opportunities and challenges presented by the metaverse for marketing strategy and customer experience management, in order to provide evidence-based recommendations that improve the competitiveness and positioning of brands in the digital marketplace. In doing so, it seeks to contribute to both academic advancement and business practice, ensuring that companies can take full advantage of the possibilities offered by these emerging technologies to enrich their customers' experience and strengthen their engagement with brands.
Business Intelligence Research Group (GIBI)
The Business Intelligence Research Group (GIBI) is dedicated to data analysis and Business Intelligence, with the objective of improving business decision making through the use of advanced technologies and analytical methodologies. Its main focus is the collection, integration and analysis of large volumes of data to extract valuable information that can be used in strategic decision making. In addition, they develop and apply Business Intelligence tools that allow organizations to visualize and better understand their data, facilitating the identification of trends and patterns.
GIBI's main activities include the development of predictive models using statistical analysis techniques, machine learning and deep learning for the implementation of interactive dashboards to monitor key performance indicators (KPIs) in real time.
GIBI's vision is also to drive the development of a more sustainable, secure and efficient Business Intelligence ecosystem by incorporating advanced technologies.
Principal Investigator: Cristina Marín and Javier Llamazares
Marketing Insights and Value Analytics Lab (MIVA Lab)
The Marketing Insights and Value Analytics Lab (MIVA Lab) is dedicated to studying consumer value perception and pricing in the era of analytics- and AI-powered marketing. We focus on how consumers assess the value of products or services, their corresponding behavior, and customer-centric, market-based pricing, grounded in theories of marketing, behavioral economics, and consumer economics.
This group specializes in contributing to both academic advancement and business practice by exploring topics such as the perception of disruptive technologies, preference measurement, pricing strategy automation and pricing innovation. Our goal is to generate knowledge that contributes to the creation of value and the development of marketing strategies, based on solid theoretical principles and an integrative approach to data, experimentation and advanced analytical methods.
The three main lines of research of the MIVA Lab are:
1. Perception of value in disruptive technologies and consumer behavior.
2. Methodological innovation in value measurement and pricing.
3. Automation and innovation in pricing strategies in the age of artificial intelligence.
We are an interdisciplinary team (with members from Economics, Communication, Telecommunications and Linguistics) and international (Spain, Germany, China). We take advantage of synergies to deepen our knowledge on the perceived value of products and services, as well as on the monetization of this value. Our goal is to contribute to the development of responsible, human-centered, market-oriented marketing strategies based on the use of advanced technologies (such as large-scale language models and robotics), in order to optimize both the value delivered to the consumer and business results.
Permanent Seminar on Law and Society Research (SPIDS)
The Permanent Seminar on Law and Society Research (SPIDS) is a space for interdisciplinary reflection and analysis on the relationship between Law and Society. Nowadays, societies face significant challenges that demand a critical vision. The study of these dynamics from a legal and social perspective contributes to an understanding of the challenges, allowing the identification of solutions adapted to social realities.
This seminar brings together efforts in various areas of Law and Social Sciences, with the aim of promoting dialogue and research, contributing to a better understanding of social, economic and political phenomena. The Seminar's mission is to promote a space for reflection and interdisciplinary analysis on the relationship between law and society also in the field of comparative law, focusing on those jurisdictions with deep historical, cultural, economic and legal interactions with Spain, a link that is maintained and continues to develop in the context of globalization, generating a constant exchange in multiple dimensions.
Today, society is facing significant challenges, which require a critical review of its legal systems. The study of these dynamics contributes to a better understanding of common challenges and makes it possible to identify solutions adapted to local realities.
Research Group on Gender, Diversity, Equity and Equality (OGEDIRT)
The Gender, Diversity, Equity and Equality Research Group (OGEDIRT) is dedicated to studying the mechanisms that promote or inhibit organizational innovation in the areas of diversity, equity and equality, with the aim of improving the creation of economic, social and environmental value.
Currently, the ongoing project is Gender Lens Investing (GLI), whose main objective is to integrate a gender perspective into investment decisions to promote gender equality and improve financial and social outcomes. The specific objectives of the GLI project include identifying trends and gaps through a comprehensive review of existing literature, validating and expanding knowledge with the help of a panel of experts, developing and validating a theoretical model that explains the factors influencing the adoption and effectiveness of GLI through PLS-SEM (Partial Least Squares Structural Equation Modeling), and disseminating and raising awareness among the academic community on issues of diversity, equity and equality in the business environment.
The project is being developed in three phases. The first phase, the literature review, aims to identify trends and gaps in GLI research. Activities include literature search in academic databases, content analysis, and synthesis of results, culminating in the publication of a scholarly article in an impact journal. This phase is expected to produce a comprehensive report that identifies the most developed areas of research and those that require further attention.
The second phase, the expert panel, seeks to validate the findings of the literature review and gain new perspectives. Activities include selecting GLI experts, conducting surveys and structured interviews, and analyzing qualitative data, with the objective of integrating the experts' perspectives with the findings of the literature review in a report to be published in an academic article.
The third phase, the structural analysis model using PLS-SEM, aims to develop and validate a theoretical model of the factors influencing GLI adoption and effectiveness. Activities include the development of the theoretical model, data collection through questionnaires, PLS-SEM analysis, and interpretation of results, culminating in the publication of a scholarly article presenting the model and the findings of the study. This phase is expected to produce a validated model and conclusions on the critical factors for GLI success. This summary provides an overview of the objectives and phases of the GLI project, highlighting its focus on gender mainstreaming in investment decisions and its impact on gender equality and organizational outcomes.
Official Commitment as an axis of sustainability and social cohesion
As a research group integrated to the Observatory for the Implementation of the 2030 Agenda in Universities, we are committed to actively contribute to the fulfillment of the Sustainable Development Goals from a rigorous and ethically situated academic perspective. Our project is oriented to the sociological and ethical-cultural study at the University, in direct dialogue with SDG 4 (Quality Education), 10 (Reducing Inequalities) and 11 (Sustainable Cities and Communities). Through qualitative methodologies and an interdisciplinary approach, we promote the valorization of historical memory, social cohesion and community resilience as fundamental axes for a democratic and plural citizenship. This line of research embodies the principles of university social responsibility, generating knowledge with public meaning, capable of influencing contemporary debates on cultural justice, migrant integration and ethical reconstruction of the social fabric. At the same time, it strengthens the strategic positioning of the university through a coherent institutional communication policy, which projects its research as a concrete expression of its transformative vocation and its commitment to global challenges.