Project description

The concept of Marketing 5.0 (Kotler et al., 2021) defines the use of technologies that mimic human behavior to create, communicate, deliver, and increase the value experienced by the customer. Its implementation is currently a challenge for organizations that are being forced to undergo digital transformation. This requires competencies related to accessing information, the development of technology, and its use in communication and cooperation. Marketing 5.0 necessitates a new approach to work organization and the development of competencies that deal with the lack of stability and clarity in managing such work. The role of automation in human resources, tasks and project management, especially about learning in the digital context and using data in customer service, is a dilemma that needs to be solved. This is especially evident when working with generative AI.

The project has the following objectives:

1. Strengthening partnerships with European universities to jointly conduct research and educational projects on marketing 5.0.
2. Diagnosing the competencies needed for work and effective work management in the digital economy.
3. Development of tools to support and stimulate research and teaching on work management in marketing 5.0.
4. Shaping digital competencies needed to manage work in marketing 5.0, taking into account social and environmental responsibility.

Project Consortium

Leader: Poznań University of Economics and Business (PUEB)

Grzegorz Leszczyński, g.leszczynski@ue.poznan.pl (project leader)
Anna Rogala, anna.rogala@ue.poznan.pl (steering committee)
Maciej Lawrynowicz, maciej.lawrynowicz@ue.poznan.pl (steering committee)

Partners:

1. Corvinus University of Budapest – Akos Varga (Department of Digital Marketing)
2. University of Applied Science Upper Austria – Piotr Kwiatek (Business & Management Linz Campus)
3. Stockholm School of Economics – Rasmus Nykvist (Institute for Economic and Business History Research)
4. Complutense University of Madrid – Jesús García de Madariaga Miranda (Department of Marketing)
5. Polytechnic University of Marche, Ancona – Andrea Perna (Department of Management)
6. University of Zagreb – Dubravka Sinčić Ćorić (Faculty of Economics and Business)

Collaborators

• Amira Mouakher, Perpignan University Via Domitia, UMR Espace-Dev
• Matej Černe, University of Ljubljana, School of Economics and Business