Francisco Santana Sarmiento, Professor at the School of Industrial and Civil Engineering at the ULPGC, with extensive teaching and research experience in Cartographic, Geodetic, and Photogrammetry Engineering, gave a talk entitled “Geolocation as a Necessary Tool in Marketing Strategy” on Wednesday, March 12, 2025, as part of the Commercial Communication and Sales Management course at the MUMCI (University of Madrid) in the Faculty of Economics, Business, and Tourism.
For the master’s students, this was a very educational way to learn about a highly useful tool in marketing strategies and, through practical examples, to learn what Geographic Information Systems (GIS) are and how to use them. These systems allow companies to analyze geographic data to identify market concentrations, plan strategic locations, plan campaigns, and optimize resources, thus offering a significant competitive advantage.
