In the era of Marketing 5.0, where advanced technologies such as artificial intelligence, big data, and automation integrate with marketing strategies, the connection between brands and consumers takes on new dynamics. More than promoting products, companies need to generate value, build real connections, and act with authenticity 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 stance from companies, which must balance 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, marketing professor and coordinator of the undergraduate program at FIA Business School.
Authenticity as a competitive differentiator
Contemporary consumers value brands that practice what they preach and are consistent in their words and actions. This expectation demands 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 fundamental for loyalty and engagement in the digital environment,’ emphasizes Isis.
This behavioral shift also impacts the institution’s executive training programs, which incorporate Marketing 5.0 trends in disciplines such as digital marketing, brand storytelling, brand archetypes, semiotics, artificial intelligence, and digital transformation. ‘We train leaders who understand the role of technologies but also know that behind every piece of data, there is a person with real expectations,’ says Professor Roberto Sbragia, president of FIA Business School.
Students are encouraged to analyze real cases, develop marketing plans, and apply concepts in internationally recognized management simulators like Markstrat. ‘Companies that understand this new dynamic stay ahead because they realize it’s not enough to be visible—they must resonate with consumers. 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 customized solutions for private and public sector organizations—a benchmark in Brazil and worldwide. Because it teaches you to turn knowledge into game-changing results—in business and society. Its foundation was established by professors from the Faculty of Administration, Economics, and Accounting (FEA-USP) with the mission to develop and disseminate 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 for top MBAs, including EuropeanCEO. The undergraduate program in Business Administration was rated by ENADE as the best in Business Administration in São Paulo and has achieved five stars three times consecutively in the Guia do Estudante evaluation.
