In the era of Marketing 5.0, where advanced technologies like artificial intelligence, big data, and automation integrate into marketing strategies, the connection between brands and consumers takes on new dynamics. More than promoting products, companies need to generate value, build real bonds, and act authentically at every touchpoint — which includes recognizing the role of interpersonal influence.
For FIA Business School, a reference in executive education in Brazil, digital transformation in marketing requires a new posture from companies, balancing technology, purpose, and credibility. “Marketing 5.0 is not just about using sophisticated digital tools, but about how these tools help create more human, personalized, and transparent relationships,” says Isis Koelle, a marketing professor and coordinator of the graduation program at FIA Business School.
Authenticity as a competitive differentiator
The contemporary consumer values brands that practice what they communicate and are consistent in their messages and actions. This expectation requires a more strategic and less superficial approach from organizations. “Authenticity has become a strategic asset. When a brand communicates with truth and consistency, it builds trust, which is essential for loyalty and engagement in the digital environment,” emphasizes Isis.
This change in behavior also impacts the institution’s executive education programs, which incorporate Marketing 5.0 trends in disciplines such as digital marketing, brand storytelling, brand archetypes, semiotics, artificial intelligence, and digital transformation. “We educate leaders who understand the role of technologies, but also know that behind every data point, there is a person with real expectations,” says Professor Roberto Sbragia, president of FIA Business School.
Students are encouraged to analyze real-life cases, develop marketing plans, and apply concepts in internationally recognized management simulators, such as Markstrat. “Companies that understand this new dynamic are ahead because they realize that it’s not enough to just show up: you need to make sense to the consumer. That’s the logic of Marketing 5.0,” concludes Isis.
About FIA Business School
Founded in 1980, FIA Business School is a reference among global business schools in Brazil and Latin America. It operates in executive education, research, and consulting with custom solutions for private and public sector organizations – a reference in Brazil and worldwide. Because it teaches you to turn knowledge into game-changing results – in the business world and in society. It was founded by professors from the Faculty of Administration, Economics, and Accounting (FEA-USP) with the mission of developing and disseminating knowledge and best practices in Administration. FIA’s MBAs are accredited by AMBA (Association of MBAs), based in London, and since 2004, have been featured in international publications of top MBAs and EuropeanCEO. The graduation in Business Administration was rated by ENADE as the best in Business Administration in São Paulo city and achieved 5 stars three times in a row in the evaluation by Guia do Estudante.
