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25 years revolutionizing market analysis and designing value propositions
Ana Isabel Jiménez Zarco, Carmen Pacheco Bernal

For the 25th anniversary of Economic and Business Studies at the UOC, professors Pacheco-Bernal and Jiménez-Zarco reflect on the way in which technology has influenced the disciplines of marketing and market research, both in terms of their evolution and their scope. They also present challenges linked to these disciplines and faced by organizations at a key moment of digital transformation. For marketing, technology has provided a before and after. Basic concepts that currently determine the core of the discipline emerge and are consolidated as technology places new tools, devices, channels and even environments within our reach. Marketing is going from the field of short-term sales to building and maintaining, in real time, complex and lasting relationships with a strong emotional component between agents of various natures and with varying interests. In terms of market research, the potential offered by the development of new technologies in understanding consumers, while it has not eclipsed more traditional market research, has modified the panorama with regard to the quality and quantity of the information obtained and the breadth of methodological options for gathering data. In the midst of the digital era, the integration of data coming from various sources and the use of hybrid methodologies enable the sector to anticipate trends and better understand market behaviour.

Challenges and opportunities in the use of artificial intelligence in public administration
Agustí Cerrillo i Martínez

The trend of artificial intelligence is arriving in public administrations, even if this is happening at a slower pace than in other sectors. Today, there are already some public administrations which use artificial intelligence in data analysis, decision-making, fraud detection and irregularities, and the provision of public services. The use of artificial intelligence creates a number of challenges for public administrations that need to be addressed, such as the current lack of transparency, the biases and discrimination, the decrease in guarantees in the processing of administrative procedures, the responsibility for damages caused by the use of artificial intelligence, and its impact on public employment. Artificial intelligence is one of the foundations of intelligent governance; it must include all people in order to contribute to a sustainable development.

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