UDP Internacional

3 October 2023

Master’s students from Northwestern University and the Faculty of Administration and Economics of the Diego Portales University worked for a week on a project with the company Concha y Toro (CyT) within the framework of the Integrating Sustainability in Brand Management course.

09/13/2023

Teams made up of master’s students from Northwestern University and the Faculty of Administration and Economics of the Diego Portales University worked for a week on a project with the company Concha y Toro (CyT) within the framework of the course Integrating Sustainability in Brand Management, a course co-taught by academics from both universities, within the framework of collaboration that has been maintained since 2018 between both institutions.

15 professional master’s students, four of them from the FAE UDP, lived an immersive course in which in classes, workshops and visits, sharing with managers of the global brand Casillero del Diablo, the corporate sustainability management of CyT, the director for North America of Wines of Chile and the marketing and communications management of Natura &Co, the largest certified B-corp company in the world.

The launch of the week of activities included the participation of the dean of the FAE UDP, Mauricio Villena, accompanied by José Agustín Olavarría, director of FAE UDP postgraduate studies, and Carlos Smith, director of finance and administration of the FAE UDP, who shared with the international and Chilean students and the academic team of the program.

The academic team was composed of Professor Vijay Viswanathan, a branding expert at Northwestern University, Professor Kathryn Latour, an academic in marketing applied to the wine industry at the same university, and academic Julie Kim, a professor in strategy and international business. of the FAE UDP.

“This has been one of the most memorable experiences in the entire master’s degree that I am studying in Integrating Marketing and Communications at Northwestern University, learning from leading global brands such as Casillero del Diablo and Natura, also sharing and working with colleagues Chileans has been a very valuable experience, which I had not experienced in other international immersive courses that I have had the opportunity to take,” said Julia Rosinus, a student of the IMC program at Northwestern University who works in the marketing area of the company Mars. In U.S.A.

“The experience was very enriching, we were able to work with the corporate management of CyT on a real project, and sharing with colleagues from Northwestern University, thus generating a unique learning opportunity,” said Camila Espinoza, currently a Master’s student in Marketing and Business Management. FAE UDP Sales and Brand Manager Viña Valdivieso Wines and Licores Mitjans.

“We are very happy with the development and results of the program in this new version of the alliance with Northwestern University. The students were able to explore branding and sustainability, through the applied case of the second largest winery in the world, and an industry leader in sustainability, which is also Chilean. The projects that emerged from the learning obtained were very well received by the company’s corporate team, thus confirming that the academic tools we worked on during the intense week were of real value,” said academic Julie Kim, who was in charge of the design. and execution of the academic program.