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