Dr. Héctor Bajac, academic secretary of the School of Communication and Design; Dr. Gustavo Rubinsztejn, academic coordinator of Marketing at the School of Business and Social Sciences; and Dinorah Margounato, M.A., assistant coordinator of Marketing, presented the research conducted for the Carolan Research Institute at Universidad ORT Uruguay the Carolan Research Forum Conference.
The event took place at the University of Texas at San Antonio (UTSA) in the United States on April 5 and 6, 2019.
At the meeting, Héctor Bajac presented the “Fundamentals” project, which involved applying the principles developed by Dr. Geraldine Fennel, founder of the Carolan Research Institute, to identify unmet needs across six product categories. Market opportunities were identified, and demand for them was quantified.
For his part, Gustavo Rubinsztejn presented the paper “The Engagement of Millennial Students in Higher Education,” which uses Fennell’s model to understand the intrinsic and extrinsic motivations that lead students to engage in the teaching-learning process in higher education, in a context where faculty members feel that the activities they have been carrying out no longer work with the new generations.
Dinorah Margounato also spoke about her research titled “Motivations for Using Social Media,” which involved applying Dr. Fennell’s motivation model to identify the motivations behind young people’s use of various social media platforms, given that while there is a wealth of literature on how people use these platforms, there is little understanding of why they do so.