The activity was conducted as part of the course "AI Applied to Marketing," taught by Professor Tatiana Loitey as partof theBachelor's Degree in Marketing and Business Management. The course integrates artificial intelligence tools with analytical methodologies designed to understand consumer behavior, brand strategies, and the dynamics of the business environment.
The event began with a presentation by Felipe Benzano, Rudy’s marketing manager, who discussed the brand’s evolution, its positioning strategy, identity building, and various approaches to communication and the consumer experience. There was also a discussion with the students, who delved deeper into strategic decisions, brand management, and the challenges associated with growing businesses in competitive markets.
As part of the course methodology, a participant observation study was subsequently conducted at a Rudy location, with the aim of analyzing consumer behavior, brand dynamics, customer experience, and consumer perceptions using qualitative research tools.
The insights gained were then integrated with artificial intelligence tools in the classroom, enabling the transformation of observation and analysis into conclusions applicable to contemporary marketing challenges.
These types of initiatives aim to expose students to real-world settings, integrating theory, research, and technology to develop analytical skills focused on understanding consumer behavior, interpreting qualitative data, and applying new tools to the design of marketing strategies.
