SEJ 241: ADEMAR (Business Administration and Marketing)

The research group SEJ-241: ADEMAR (Business Administration and Marketing) was created in 1993 with the aim of developing research in the field of marketing and business management.

He has extensive experience in collaboration with numerous companies and entities, among which it is worth highlighting:

  • Companies: Puleva Food, SAT Sol del Fardes, Caja Rural de Granada, Ron Montero, Atarfil, Carrefour, KPMG, Corporación de Medios de Andalucía SA, Axesor, Benamu, Jopemar, among others.
  • University institutions: University of Granada, University of Castilla-La Mancha, Ibero-American Postgraduate Universities Association.
  • Public and private institutions: Granada City Council, Granada Provincial Council, Alhambra and Generalife Board of Trustees, Hefagra, Infoautónomos.

Said collaboration is connected to the research lines of the group both of a transversal or methodological nature of marketing as well as of a functional type (according to the different marketing functions) or sectoral type.

His main lines of research are:

Marketing research methodology

Marketing analytics

Digital marketing and innovation

Strategic planning and marketing

New tools and neuroscience applied to consumer behavior

Tourism, city and territorial development marketing

University Marketing and Higher Education

Macromarketing, social and non-profit marketing

Culture, society and marketing

- Integrated marketing communication

- Consumer and Internet user behavior

Image, reputation and brand value.

Distribution and logistics


Group web page


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