During her visit to ESTG, she led a session entitled “Digital Marketing Ecosystem and Consumer Behaviour”, in which she presented an academic analysis of how the digital marketing ecosystem works and its relationship with consumer behaviour.
The workshop covered the key elements of digital environments — such as brands, platforms, content, data and technology — analysing how consumers discover, evaluate and choose products and services online. Topics such as the customer journey, trust in the digital environment, personalisation, the influence of content and the role of the digital experience in purchasing decisions were also explored.
In addition, relevant current issues were discussed, notably privacy, data usage and the impact of digital platforms on consumer behaviour.
This initiative contributed to the students’ academic development and strengthened ESTG’s international dimension, promoting the sharing of knowledge and best practices within the context of higher education.
