Marketing & Consumer Insights Lab

Develop brand building & strategy and prepare marketing plans for your clients.

Marketing Lab logo


This Lab aims at developing consultancy skills targeting real-life marketing problems and opportunities. Students will be part of a guided task force that works in conjunction with marketing executives from companies operating at local or international markets.

Marketing and consumer insights are a live discipline that currently faces a dynamic environment. Whether a start-up or multinational company, marketing managers are in need of continuous contact with consumers to identify current and future needs and wants.

Students from all Bachelor degrees are welcome to participate as members of our team of consultants for this academic year.


Branding: strategy/ positioning, equity (awareness/ image/ loyalty) and brand elements (naming, logo, etc.).

Marketing mix and 360º plan: product development, pricing, placement and promotions.

Market research: competitive landscape analysis, penetration of markets, brand audit and product assessment.

Consumer behavior: trends, consumer insights and motivations, segmentation, buying decisionmaking process analysis.

International marketing: internationalization of products/ companies, potential new market analysis.

Business challenge and strategic framework: definition of business opportunities based on in-depth consumer, market and company analysis.





Colibrí Surf




Lab Directors


Ramón is currently a Strategy and Innovation consultant with a wide and holistic 16 year experience in corporate, consulting and education areas. He has led different brands and portfolios in Unilever and Mondelez/ Kraft, managing innovation projects and developing new products, services and experiences for more than 12 years.

In 2012, he continued his career in the consulting area, moving to BMC Strategic Innovation as a European Content Director, leading innovation projects and workshops for FMCG companies like Coca-Cola, Heineken or Unilever, and defining winning strategies for breakthrough innovation ideas. In 2014, he became Regional Manager for BMC Europe, always fostering innovation with a wide and multidisciplinary team.


Rosamaria Reig is a marketing professional with over 10 years of experience in international companies, developing marketing, communication and digital strategies in diverse sectors such as consumer electronics, hospitality business and investment banking in Samsung, Hotusa and Banco Inversis, in UK and Spain. She holds an Executive MBA from IE Business School (2010) and has a double degree in Journalism and Humanities. For the last 5 years, she has combined her corporate career with teaching marketing courses in different universities and business schools, as well as tutoring final degree projects.

Lab Gallery

Welcome to Madrid’s Marketing Lab
Marketing Lab Madrid ’21
Marketing Lab Madrid ’20
Welcome to Segovia’s Marketing Lab
Marketing Lab Segovia ’21
Marketing Lab Segovia ’20

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