The theme of this session revolved around marketing. Professor Santiago Morgantini (University of Belgrano, Argentina) offered a theoretical explanation under the title “Marketing: From Strategy to Execution,” where he presented key frameworks such as segmentation, positioning, the 4Ps, and growth strategies.
The special guest Ms. Martina Troentle complemented the session with a practical approach, demonstrating how to understand consumers through their needs, motivations, and the creation of buyer personas. His talk enabled teams to connect theory with proposals applicable to their projects.
Finally, the teams worked on preparing their Executive Summary, which this year will be written in both English and Japanese —a key step toward the final presentation in Yamanashi 🌸.
