IESA students participated in a short program at ESIC

Professor Sofía Esqueda, coordinator of IESA's Marketing Center, pointed out that the principal lesson learnt from this experience was to see with new eyes.

Professor Esqueda, who is a specialist in market research at IESA, explained that a major opportunity for companies is to launch themselves internationally: “this has to respond to a strategic decision: where to aim towards and which product to launch internationally. In the end, the product must be adapted to the consumer, understanding that it will not necessarily have the same meaning nor will it be worth the same in another market”, Esqueda explained.

In turn, Evelyn Navarro, student of the master´s degree in marketing, valued the short program as follows: "It has been an excellent opportunity to complement our training; it implies entering into those emerging markets, identifying them, evaluating the opportunities and establishing negotiating strategies with them”.

María Virginia La Cruz, a fellow student of Navarro, also spoke about the benefits of these training activities dedicated to multicultural environments: "Some experiences are priceless. This is one of them. It is the best intangible I have purchased and it came with the best added value: it gave me the privilege of meeting and rediscovering interesting people, professors and fellow students. An experience that shall remind me that the more I study, the more I discover how much more there is to learn and how little I know,  and I want to stop being ignorant. That in order to be international, judgments are overrated and analysis is usually insufficient; that is why we must always search for, and contrast, loads of data".